The “new consumer” of pharmacies

In order of the first days of 2020 are projections for the new times and the best business strategies, in the most varied areas. Pharmacy and the pharmaceutical industry, in general, are no exception and have recently been the target of a deep and differentiating reflection by some important players in the sector. This January, the 11th MF Talks Conference took place, an initiative by the Portuguese magazinePharmaceutical Marketing, which focused on the debate on the most effective formulas for reaching this “new consumer”.

Who is “the new consumer”?

Above all, there is the need to identify this “almost abstract entity”, which the Pharmacy intends to retain and which it does not want to lose to new means of communication and sales with the advancement of digital channels. We have already talked aboutmillennial patients, who they are, how they behave, and how to reach them.

According to Ricardo Miranda, founder and creative partner of Whonder/Why, and speaker at MF Talks, “the new consumer wants to feel empowered”, that is, “having the power to decide on their choices and deliberations”. In short, this “new consumer seeks two great certainties: power and authenticity.

In an era in which we constantly live among the publications of “revealing studies” that in fact often turn out to be the opposite – “fake news” –, the truth begins to gain another synonym and value: authenticity. More than being true or false, what the new consumer is looking for is authenticity. And what differentiates truth from authenticity is its originality, irreproducibility and indubitability.

Where?

In the products you buy, in the words of those who sell them and in the results you obtain with both.

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As?

It is urgent that the various health players realize the need to rethink communication priorities with their populations in order to retain them. Because to achieve your current objective, which is to be authentic, the path requires 3 pillars: transparency, empathy and inclusion.

"Being seen as authentic is today the objective of brands. The Pharmaceutical Industry must create empathy with people, make them feel important and included in decision-making processes." Ricardo Miranda, Founder and Creative partner at Wonder\Why

In a very simple and direct way, the new user needs to be informed with transparency, approached with truth, knowledge and understanding, and involved in all their points of contact and treatment with the healthcare system. Especially when we talk about pharmacy, which is, in most cases, the first and/or last, if not the only, point of contact between health and patient, in the current Portuguese system.

Why?

Because we live in a competitive era where digital channels proliferate and compete with traditional community pharmacies in an “unfair” way, as there is no opponent equal to the ease and availability that technology offers. Unless we add value to the pharmacy! Build customer loyalty through the value you add to a trip to your pharmacy. Be a true partner in your health.

Your pharmacy space will be essential for creating and strengthening these bonds. Focus on creating a unique, authentic, welcoming, functional, ergonomic space, where all its users, consumers and employees feel comfortable, understood and rewarded.

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