95872 - Communication and Marketing for the Pharmacist

Learning outcomes

At the end of the course the student acquires: • Knowledge of the social, cultural and economic features that have characterized the changes in the Health and Wellness system and the Pharmacy distribution network; • Knowledge of the regulatory updates that regulate and characterize the new categories of products in the Health sector; • Knowledge of the use of Marketing tools in the positioning path of health products (from the definition of packaging to market positioning), and of communication tools to support the Client-Patient in purchasing decisions; • Knowledge of new professions and new occupational areas that have been created with the birth of new markets / needs always connected to the culture of Health and Wellness; • Knowledge of the role of the different distribution channels to find products and specialized consultancy; • Knowledge of modern distribution channels (GDO and WEB) for the Health and Wellness sector.

Course contents

Academic program a.y. 2021-2022
The distribution model of the Pharmacy: how the market system changes;
The concepts of marketing applied to the distribution channel of Pharmacies;
The criteria for the segmentation of the Pharmacy market: getting to know customers through marketing tools;
The construction and management of the customer database;
Category Management: how to organize the product policy in the Pharmacy;
Consultancy, communication and sales in Pharmacy: the rules of the market and distribution;
The tools of communication and marketing for pharmacy sales: visual merchandising;
The characteristics of products in Pharmacy: banal products and complex products, impulse purchases and rational purchases
Communication in the Pharmacy point of sale: the rules of communication and relationships between subjects (module 1);
Communication in the Pharmacy: active listening (module 2);
Customer service in the Pharmacy: pre-sales service, after-sales service as tools for loyalty;
The layout of the Pharmacy point of sale: display models and purchase paths for consumers;
consultancy and sale of dermocosmetic in Pharmacy;
The market of supplements: market, positioning and distribution;
integrators and the marketing system: the rules of marketing for the construction and positioning of an integrator on the market;
Promotions in Pharmacy;
The role of packaging in free sale products in pharmacies;
The importance of the price factor in pharmacy sales;
Misleading advertising: the rules of advertising on products available for sale in pharmacies (food supplements and cosmetics);
The Pharmacy Company: how the Pharmacy business model is changing;
The cosmetic product in Pharmacy: positioning, advice, market evolution, the reasons for growth;

Readings/Bibliography

teaching material available on slides

Assessment methods

lectures and case histories

Teaching tools

slides available on teams platform 

Office hours

See the website of Roberto Romagnoli