Fruity pharmacists

Associations Pharmacies are successfully defying competing forms of distribution. A campaign aims to emphasize their cost-saving effect, with everyone talking about the exploding costs
in the healthcare sector. Pharmacies are not immune to criticism either
spared. However, they were able to offset the cost growth in
drugs in just over three years - since the performance-oriented
compensation has replaced the margin system - by over CHF 320 million
slow down. As the switch to the pharmacist flat rate has led to a
marginal increase in the price of inexpensive medicines, the
consumers, although on the other hand the prices of the
expensive drugs could be significantly reduced.

As an advisory sales channel, pharmacists appear to be
with their efforts in the area of purchase satisfaction to do their job well.
and defend their position despite growing competition.
According to IMS Health, the number of pharmacies has risen in the past ten years.
years - to around 1670 units at present. Also
the turnover of retail pharmacies has fallen in relation to the ex-factory value since 1995
increased by over 67 percent to CHF 2.2 billion.

All this stands
in stark contrast to the often cited "great pharmacy demise", which
so far only amounted to a market shakeout at local level.
The crux of the matter: despite efforts, drug prices in Switzerland are
still far above the European average. What for others
The image of the pharmaceutical industry would be poisonous in the long term, even for pharmacists.
That is why the Swiss Pharmacists' Association (SAV) is now trying to
a new image campaign that is "hardly recognized by the public".
perceived" daily performance of the pharmacy teams clearly and
position ourselves positively.

The clear competence message - "Your pharmacy. The first step to
improvement" - and the eye-catching, symbolic visualization with
fruits and vegetables were developed together with the agency Werbeanstalt
designed. The most common ailments are depicted in the striking subjects.
and complaints are sometimes serious, sometimes funny. Always with the
Recommendation to enquire at a pharmacy as a first point of contact
- Whether for prevention, information or advice on issues relating to
medication or health problems. Without further ado
the "consultation hour without prior appointment" implies that you can make an appointment under
can save you a trip to the doctor.

The team led by CD Sarah Hiltebrand has not been able to cope with the variety of complaints.
only with the artworks of nature. With simple means
and keywords on apothecary-green guerrilla material, the
Campaign additional visibility and edges. Ironic placements
like the "Hemorrhoids?" sticker on public transportation seats or "Athlete's foot?" in
Fitness centers advertise for pharmacists in unexpected places
and should also help to reduce threshold fears and taboos.
After sub-organizations such as the TopPharm association
past years about the problems that were considered too low or too complicated
have complained about the perceived marketing efforts of the SAV and even
the umbrella organization seems to be on the right track with its recently launched
image campaign itself. So
The association not only finances the public display of posters,
but also the basic package for member pharmacies for the first time.
The latter also have the option of purchasing the standard package with
further modules - including local events and give-aways
expand. The common thread is the claim and the
striking fears that pave the way for further concerns of the
pharmacy sector in the best possible way.

Luca Aloisi