To strengthen the commercial sector, in the face of a significant drop in ethics, it is necessary to bring marketing and entrepreneurship skills not acquired during academic studies but which the owner should acquire to make the activity competitive and guarantee its profitability. This is the message that emerged during the presentation of Farma marketing network, held in Milan in recent days. It is a new service born from the collaboration between Federfarma Lombardia and TradeLab and organized on a centralized model offered "to the many pharmacies that do not have the economic dimensions to equip themselves with a marketing structure or to make use of consultancy services", as he explained Paul Bertozzi, CEO of Tradelab. «The basic idea» he clarified «is to offer a centralized service that can be tailor-made for the pharmacy thanks to a previous analysis with which clusters have been created. No pharmacy is the same as another but it is possible to identify a prevailing orientation which, together with other parameters such as surface area, turnover, competitive catchment area, allows you to work in a personalized way by identifying the most suitable promotion, category management and organization of services". The Lombard union has powers of control over the work of the Pharma marketing network which is currently offered to around 1,000 pharmacies, both private and municipal, in the three confederated provinces of Milan, Monza and Lodi. «The network provides for the involvement of the industry called upon to coordinate with the pharmacies to design the campaigns» Bertozzi underlined «but joining the network does not include any obligation on purchases for the owner, but only participation in the minimum envisaged initiatives annual promotions".
Simone Zazzetta
Friday, June 20, 2014 – Pharmacist33
