The Client Side: Beiersdorf AG...Possible Side-Effects Skin Allergy if topical none Product...
Transcript of The Client Side: Beiersdorf AG...Possible Side-Effects Skin Allergy if topical none Product...
Beiersdorf Pharmacy Self-Medication Brands
◼ HANSAPLAST: Plasters, and other products for wound care and foot care, joint supports and noise protection.
◼ HANSAPLAST ABC Heat Plasters : Against pain in muscles and joints, lumbago, rheumatism, and sciatica.
◼ FUTURO support bandages for work, sport and leisure. Provide protection and support for a wide variety of joint problems.
◼ EUCERIN: One of the leading brands for medicinal skin care in America and Europe in relevant categories
SELF-MEDICATION: Standard OTC Distribution System
◼ Manufacturer (brand & generic)
◼ Wholesaler (prime vendors)
◼ Pharmacies (retail, hospital, etc.)
◼ Cash-Customer / Patient
Our Research Interest:CUSTOMER-PHARMACIST INTERACTION
perceived severity of symptoms
perceived origin of symptoms
relevant background knowledge
earlier experiences
nothing / ignore
medical care / physican / other help professional
alternative care providers
SELF-
MEDICATION
Nonmedical
self-care
symptom care
home remedies
life style changes
PURCHASE OTC DRUGS natural products
prescription
drugs
Incidence of
symptoms of an
illness
SELF CARE
NEED
AROUSAL
INFORMA-
TION SEARCH
EVALUATION
OF ALTER-
NATIVES
Customer purchase decisionsfor non-prescription medication
Role of the pharmacistas OTC consultant
►Explore patient symptoms
► Obtain sufficiently detailed medication history
► Decide to refer / not to refer
► Screen for specific conditions and diseases
► Recommend appropriate OTC medication
► Provide objective information about responsible self-medication
Patient decides to contact Pharmacy
Pre
-Ph
arm
acy P
ha
se
sIn
-Ph
arm
acy P
ha
se
s
Modelling patient-pharmacist interactions in self-medication
PharmacistSelf-Reports / Diaries
Patient as Customer
Focus Groups Exit Interviews
Surveys
Observer / Researcher
Mystery Shopping In-Store Observation
Ethnographic Research Discourse Analysis
Conventional Approaches for StudyingIn-Pharmacy Customer-Pharmacist Interaction
Studies show:▪ Average duration of pharmacist
consultation: 1.6 minutes
▪ Pharmacist asking a mean
number of 3 questions
▪ Giving an average of 4.4 items
of information or advise per
consultation
Available Research:▪ Mostly small-scaled
▪ Often anecdotal, des-criptive,
or narrative
▪ Relying on generalised dimensions
and factors
▪ Analytic format: corre-lational
▪ Limited relevance for intervention /
change / action
In-Pharmacy Research: Current Status
MISSING:
◼ Lack of micro-analytic behavioralstudies
◼ how customers structure their purchase decisions of non-prescription medication inside pharmacies
◼ how pharmacists influence these decisions when interacting with customers
◼ acrosss different self-medication product categories
WANTED:
◼ Studies need to go beyond merely descriptive over-generalised accounts of in-pharmacy interactions
◼ Must instead provide causal explanations of self-medication decisions as determined by the consultation behaviour of the advise-giving pharmacist
◼ With a potential for direct practical modifications and interventions
In-Pharmacy Research for Hansaplast Med
◼ Use multiple scenarios to determine optimal selling proposition in typical pharmacist-customer interaction
◼ Full experimental control over critical positioning factors
◼ Easy execution / implementation of positioning options
◼ Ability to ensure ‚test realism‘
◼ Inclusion of relevant customer segments
◼ Ability to measure several marketing-related factors:
• In-Store Behaviour
• Product Purchases, Sales + Revenue Implications
• Shopper Cognitions & Perceptions
◼ Time, & budget constraints
In-Pharmacy Research: Some Research Obstacles
◼ Large between-pharmacy variation in retail space, staffing, sales, profitability, customer bases, neighbourhoods,
• Highly individualised structure of pharmacies
• In Germany: 22.000 pharmacies, most of them with only one owner
◼ Severe restrictions for in-store research: Issues of approachability, collaboration, confidentiality
◼ Impossible to simulate / re-build ‚test pharmacies‘
under laboratory conditions
Merging Two New Formats for Experimental In-Pharmacy Research
u PHARMACIST
INTERACTION
Systematically varied stimulus presentation
v EXPERIMENTAL
PHARMACY
Fully controlled response measurement of custo-mer purchase behaviour
‚Embodied Conversational Agents‘
Computer-generated re-creation of realistic anthropomorphic discourse agents
‚Virtual Stores‘
Computer-generated fully interactive retail environments used for shopper research
Virtual Pharmacy
◼ Computer-generated virtual retail environment
◼ Photo-realistic display of individual medication products as fully animated 3D objects
◼ Product presentation in familiar store shelves and store environments
◼ Interactive navigation through store environment, with complete walk-through control, and product access
◼ Measurement system records shopper / customer behaviour on a continuous basis
Virtual Pharmacist as ECA
◼ Embodied Conversational Agents (ECA)
◼ Computer-generated recreation of anthropomorphic interaction agents or models
◼ Mostly used to supply information or for tuoring, transactions, and negoatiations
◼ Successful applications in e-learning, e-commerce, and e-marketing
◼ Based on conversational scripts
◼ Requires in-depth knowledge of typical discourse routes and strategies within a given content area
The Product Category: OTC Pain Medication
◼ Broad range of OTC pain relievers
◼ Classified by application format
• as systemic (tablets, capsules, solubles)
• or topical (e.g. patches, plasters, creams)
◼ Or by ingredients, e.g.
• Aspirin products
• NSAIDS (e.g. Ibuprofren)
• Acetaminophen products
• Combination products
◼ In Germany: public has no accessto OTC analgesics medication
OTC Pain Medication Shelf: GermanySome 30 SKUs
Standard Treatment Selection Strategies Adopted by Pharmacists as OTC Consultants:
The Case of OTC Pain Medication
TOPICS QUESTIONS EXAMPLE
Symptom Clarificationwhen / how / since / how
frequent / etc.Acute neck pain
Medication History similar symptoms before none
Preferred Application Format e.g. internal vs. external external
Expected Treatment Effects Speed / durationfast relief expected, plus long
duration
Possible Side-Effects Skin Allergy if topical none
Product Recommendation Product XYZHeat Plaster, as muscle
relaxant
Product Information Dosage 1x per day
Follow-Up Informationwhen to check professional
advicewithin the next 7 days
OTC Pain Medication in a Virtual Pharmacy:The pharmacist controls category access
behind-the-counter
Animated ‘pharmacist-
agent‘
Interactive product category ‚Analgesics‘
The Test Design: Contrasting 8 Test Cellsof systematically varied Patient-Pharmacist Interactions
Patient–Pharmacist Contact
Patient Purchase Decision
A B C D E F G
PATIENT
symptom-related
questions only
symptom-related,
+ 2 add-on,
questions
symptom-related,
+ 4 add-on,
questions
full question list
activated
PATIENT offer rejected offer accepted
PHARMACIST
suggests 'choice candidates'
patient-initiated medication selection
hands over requested product
offers addditional information
patient-requested medication selection
◼ Translate client ideas into experimental plan ◼ Specify relevant factors and their levels
◼ Define required number of test cells (i= 8)
◼ Build „Virtual Pharmacy“ + „Virtual „Pharmacist“ ◼ Build, and populate virtual product category for OTC
Analgesics in a „Virtual Pharmacy“with walkthroughs for consumers
◼ Program interaction scenarios with‚Virtual Pharmacist‘
◼ Conduct Virtual Experiment◼ Recruit n= 8 x 80 = 640 respondents as ‚Virtual
Shoppers‘
◼ Record shopper behaviour
◼ Measure sales
◼ Run exit interviews with shoppers
The ‚Virtual Pharmacy‘ Project
Virtual Pharmacy: Response Measures
Purchase Decision Process
• Pharmacist suggests
6 ‚choice candidates‘
• Customer makes choice
Process Measures• Time spent in category
• Time spent on purchase decision• Contact with individual products• Purchase Decision
Outcome Measures• Sales Volume + Value
• Purchase Decision Quality• Patient Satisfaction
Some Key Results
◼ For purchases of OTC analgesics, decision time shortens, and decision certainty increases when receiving pharmacist counseling
◼ More product options considered under prolonged counseling
◼ More patient compliance in following product instructions when counselled
◼ „More is not better“: Patient satisfaction with pharmacist counseling decreases after peak at 4 questions asked
◼ Sales of heat plasters critically dependent on length of counseling
Implications for Marketing
◼ Underlines the pivotal role of pharmacist as consultant
◼ Need to aggregate findings into‚ communication pack‘ for company-own sales force when visiting pharmacies
◼ Demonstrate, visualise, and explain critical dimensions of consultation roles to pharmacists
◼ Illustrate elements of pharmacist-patient interaction that differentially help sales of individual brands(e.g. ABC Heat Plasters)
◼ Show sales effects for the total category, and for individual brands, of different consultation styles
Project Evaluation: The Client‘s View
‚Virtual In-Pharmacy Research‘ able :
◼ To cope with even very complex research requirements and demands
◼ To provide a ‚protected‘ test environment for exploring many marketing options, no risks, and no competitor intrusion
◼ To yield diverse results,
• from micro-analyses of shopper in-store movements
• to aggregated sales projections
◼ To include other sources of information(e.g. shopper follow-up interviews)
◼ In a controlled test setting
◼ Within short time frames
◼ At reasonable and affordable budgets
Virtual In-Pharmacy Research: The Future
◼ Broadening acceptance base for ‚Virtual Pharmacy Research‘
◼ Expansion of virtual pharmacy research applications,
• from small-scaled one-category-only applications
• to large-scaled applications of entire pharmacy / drugstore environments
◼ Improved ability to build truly immersive retail test environments
◼ Fusion with computer-supported Advisor / Tutor / Agent systems
◼ Web-based solutions, and new business models
• Web-based pharmacy research for multi-country or global projects