United in capital

To be or not to be

– What are the factors behind the idea of an online service for pharmacies and pharmaceutical manufacturers?

– At the end of 2017, a massive expansion and consolidation of pharmacy chains began, which, having gained bargaining power, took over the budget and resources of manufacturers. This allowed the chains, among other things, to set minimum prices in the regions and occupy the pharmaceutical market.

Numerous associations and pharmacy associations began to organise, limiting the autonomy of owners to decide on the range of products, the level of stock, and the ability to participate in outside activities offered by the market. At the same time, additional restrictions by the state began to be implemented. Pharmacists wondered, "To be or not to be? And if to be, where and with whom?"

There were questions directed at us as well, especially loudly at the regional conferences that FC Grand Capital organised in 2017-2018. Realising that no single manufacturer has the resources to cover 100% of the pharmaceutical market, and that more than 30% of outlets do not have the ability to enter into a direct marketing agreement with a supplier, we conceived of creating a separate resource for single and regional pharmacies. The idea was to bring uncontracted pharmacies and manufacturers closer together at arm's length to the computer mouse.

– What is the geographical coverage of the project?

– Actually it is the whole country - from Kaliningrad to Vladivostok. Last year we opened new regional divisions and are now represented by 13 branches across Russia.

Increasing bonus

– How can you join the project and what are the prospects for pharmacies and manufacturers?

– For the potential participant, the process is very clear and should not be difficult. First of all, you need to be a partner of FC Grand Capital and work within the framework of a contractual relationship. If you are ready to join the portal, you should inform your manager at our branch office. Then you get a username and password, go to your "personal account" and accept the shares (you have to "like" them). You can then make purchases.

Everyone at the branch office of FC Grand Capital is ready to help with the connection and answer the customer's questions. The portal is set up so that the pharmacy is comfortable using it. The accounts are set up with reports for the pharmacies, with data on purchases and bonuses updated every 40 minutes. Trigger mailings inform pharmacies about new products on the portal, help pharmacy staff meet plans and have up-to-date information about their point balances and the status of purchases.

– The project started in 2018. What are the intermediate outcomes so far?

– Here are some figures. Not only are more than 80% of the company's active customer base registered on the online resource, but they also purchase promotional goods. More than 30,000 outlets use the portal, buy ranges with additional bonuses and increase the profitability of their business. They place promotions for pharmacies by 90 manufacturers for 2,000 products each. More than 23,000 outlets generate additional revenue of up to 14% of purchases.

This year, the amount of bonus per customer in Q1 has doubled compared to Q4 2019. The overall marketing budget for pharmacies has more than tripled. I have no doubt that the additional earnings of more than half a million roubles per pharmacy will please the owners and proprietors of any pharmacy establishment.

– In what directions will the portal develop?

 – We continue to connect new customers and manufacturers and are implementing new formats of activities for suppliers and pharmacies. At the end of 2019, for example, pharmacies now have the opportunity to earn an additional bonus on products from the portal's new section, Capital Plus.

We are talking about expanding the range with an additional yield of more than 50%. This includes, among other things, private label goods. Here you will find medicines, vitamins, medical devices, medical equipment, dietary supplements and mineral water.

Since December, the Capital portal has enabled manufacturers and pharmacies to train pharmacy staff in an interactive testing format. The list of questions, answer options, and percentages of success are agreed upon individually with each manufacturer. With quarantine and restricted visits by medical representatives to outlets, this option becomes especially relevant. In addition, a webinar program for our partners is about to start.

The growth of the offerings and opportunities that the Capital portal offers to its users enables it to develop sales and increase the profitability of a socially important business for the country, but one that operates under ever-increasing constraints and complexities.

SOURCE: https://pharmvestnik.ru/content/interviews/Kapitalom-ediny.html