Additional income of a CAPITAL portal-connected pharmacy in Q1 2020 increased to RUB 500,000

The Capital portal, created by FC Grand Capital, went into operation in January 2018. The service connects manufacturers and out-of-stock retailers, allowing the former to expand their customer base and develop their sales system, while pharmacies gain additional bonuses, enrich their product range and gain access to the most marginal product lines. By the end of 2019, 32,000 pharmacies had connected to the portal, with a further increase of almost 10 per cent in the first quarter. More than 80% of the distributor's active customer base buys promotional products through Capital.

90 Russian and foreign manufacturers are connected to the resource, managing a total of two thousand product lines. They offer a selected range through Capital, while the pharmacy marks with a 'like' the promotions they want to participate in. The pharmacy receives bonuses for meeting plans and additional rewards for over-fulfilment. The performance of each pharmacy is taken into account separately. For maximum transparency of the system, the reporting of the connected pharmacies is updated online every 40 minutes.

To provide pharmacies with additional earning opportunities, a new section, Capital Plus, appeared on the portal at the end of 2019. Here you will find products from various groups - medicines, vitamins, medical devices, technology, dietary supplements, mineral water - produced by the manufacturer under a special brand name. Through the use of conventionally private label (CPL), the total revenue for such items (front- and back-margin) is significantly higher than for products of well-known brands - at least 50% per product unit. Retro bonuses on focal preparations are up to 70%.

"We are planning to expand the Capital Plus range as we realise that pharmacies now need much more profitability compared to what they can get from selling conventional goods. We need to ensure that pharmacies can earn more on both margin and retro bonuses, and provide the customer with products at an even more attractive price," explains Oksana Khalonen, Head of Marketing Department at the company. The specialists at FC Grand Capital, meanwhile, keep customers informed about new products from Capital Plus and help with calculations when replacing the range on the shelves.

In addition, at the end of 2019, another option was launched on the portal: Pharmaceutical manufacturers can now use the resource to train pharmacy staff on medicines and sales techniques in an interactive testing format. The list of questions, answer options and scoring criteria are not universal and are agreed upon individually with each manufacturer. Such an opportunity has become particularly relevant in the context of the restrictions imposed by the spread of coronavirus infection, which has also affected the work of medical representatives.

As Capital expands its capabilities, so does the income of the pharmacies connected to the portal. More than 23,000 outlets generated revenue of up to 14% of purchases in the first quarter, and the amount of bonus per customer doubled compared to the fourth quarter of 2019. As a result, the additional earnings for one pharmacy in the three months of 2020 have reached more than half a million roubles. And the total marketing budget allocated to the resource's users more than tripled over the same period.

FC Grand Capital believes it is important to develop mutually beneficial cooperation formats for participants in the socially important pharmaceutical industry, which is constantly faced with regulatory restrictions and general economic challenges.

Learn more: https://vademec.ru/news/2020/05/18/dopolnitelnyy-dokhod-podklyuchennoy-k-portalu-kapital-apteki-v-i-kvartale-2020-goda-vyros-do-500-tys/