Parapharmacy brands & marketing : Product advertising in pharmacies with POS display Tips, tricks, examples and more
Since the pharmacy is the place where healthcare professionals provide impartial advice to patients, product advertising remains delicate. Stocked with merchandise at the fingertips of visitors, display materials are powerful three-dimensional advertisements for themselves. They play an important role in promoting sales. In this article we take a closer look at the locations that the display solutions can conquer.
The pharmacy is a special type of point of purchase. Patients go there to get fulfilment of medical prescriptions. It’s an attractive outlet for medical care, the visitors are prepared to make the journey. Marketeers call this a destination shop - although most regulations define a pharmacy as an office, not a shop.
The practice of pharmacies is rapidly changing. Most of them have developed an offer to generate additional business. At the same time, they reduce the perception of the biggest irritation of any experience: the waiting. While visitors wait in line, lay-out and communications divert attention to the parapharmaceutical merchandise, such as dermo-cosmetic care and beauty products, sun products, natural self-care remedies, vitamins and nutritional supplements, aromatherapy, plant extracts, products for oral and dental care, bandages and plasters, and more.
The increased emphasis on business has come with opportunities for the producers to advertise in the areas once reserved for prescription medicines. Since this is the place where healthcare professionals provide impartial advice to patients on diseases, conditions and medicines, product advertising remains delicate. The main objective is to safeguard and reinforce trustworthiness and reliability of the pharmacist.
The producers of the parapharmacy are always looking for effective ways to stand out, arouse curiosity, enhance their reputation, showcase their products, and build consumer loyalty. They can use display to this end. Stocked with merchandise at the fingertips of visitors, the materials are powerful three-dimensional advertisements for themselves. They play an important role in promoting sales.
Because these solutions are stand-alone, they promote the dynamic and the interest of the pharmacist’s offer. Consumer place high expectations on every visit. New ideas, know-how, innovations, inspiration on display materials refresh the experience. A win-win for the pharmacist and the pharmaceutical sector.
In this article we take a closer look at the locations that the display solutions can conquer. For many years, various players in the pharmaceutical sector have entrusted us with the design and realization of display materials. We are happy to share our experiences and some key-takeaways for the most direct product advertising.
Before you move on
For 25 years, we have been combining imagination and industrial know-how to help brands and retail present products and communications in-store. Always on the lookout for the latest trends in the field of retail marketing, we offer unique, multi-material POP displays in a combination of wood, metal, plastic, etc. We study the retail context and the challenges of the brand, and consider technical, aesthetic, and budgetary conditions for 100% made-to-measure solutions.
1. Optimise the floor space
Floor-standing units are the Swiss knife among display materials. Being independent pieces of furniture, their greatest advantage is that they can be 100% made-to-measure. There are various possibilities and methods of making them, in any shape or size, without limits. The makers conceive and adapt them to the product on display, the set, or the range, as well as to marketing objectives, brand perception, aesthetic, and technical conditions, such as constraints imposed by usage and context.
By arranging the items as cleanly and orderly as possible, a floor-standing display places an offer more tangible and accessible to visitors. This is the best way to attract attention and sell more. And because these in-store communications are a contextual form of advertising, the integrity of the pharmacy channel is preserved.
A playful design for this floor display for a range intended for oral and dental hygiene by FLUOCARIL kids.
A compact floor display for the LYSOPAÏNE range of care products
Floor display for the full range of natural self-care remedies by A. VOGEL.
The units can be placed just about anywhere on the floor, preferably in the busiest locations on the pathways of visitors. And because the pharmacy is a destination - and visitors are highly prioritized, the queue is the busiest location (unless the pharmacist installs a take-a-number queue system).
Most pharmacies are relatively small outlets. The display materials are best designed to be as compact as possible. After all, the pharmacy floor is the battleground of the pharmaceutical sector. The limited space must be conquered with quality, well-thought, and practical solutions.
A fun design for this spinner floor display for DODIE's soothers
The expert DR. PIERRE RICAUD communicates classic and innovative preparations with this tester
A space-efficient spinner for the ELMEX and MERIDOL dental and oral hygiene ranges
It can also be a strategy to attract attention after the visitor has fulfilled his priority. On the way out with the prescription medicine under the arm, display can remind him or her of latent needs that are best not forgotten on the next visit.
2. Valorize the practice space
While waiting, visitors look most towards the pharmacist himself. The offer around and near him or her can transform these gazes into additional sales. With the right support innovations, impulse or latent articles sell themselves. The offer in this strategic zone fires an immediate need, even if the visitor is not looking for it.
A solid countertop display for plant extracts by PHYSALIS, made of metal
A direct countertop display for handy URGO plaster sets
A counter-top display for the PHYTOSUN essential oils range
Space optimization is important for any display initiative. For the pharmacy counter, the harmony between dimensions, product, communication, and brand is a real brainteaser. In retail space the biggest attraction is the physical product. Therefore, priority is best given to the presentation of the products.
Since visitors only look at them for a few seconds, the most successful presentations catch the eye immediately. They are clear, direct, and coherent. That’s the challenge in a nutshell of the counter display in pharmacies.
3. Present elegantly on the shelves
Given the number of items on shelving, the visibility of similar items is not guaranteed. And when visitors don’t see a product, they will not buy it, by definition. Display materials can activate an offer on the shelves by making it more visible and tangible. Between two rival products, the customer will not hesitate to choose the one that catches his eye first.
On-shelf display or shelf-on-shelf tools are all kinds of product presentation solutions on the shelves. They optimize the allocated space for extra-visibility. Or they add services such as product support, line communication, orientation, and lay-out. Plinths, trays, and frames are used to break the visual monotony of the shelves.
CASE: Generic promotional display for GOED pharmacies
In the GOED pharmacy chain - strong in life together, visitors can count on the best advice based on the expertise of healthcare professionals. Early 2021, GOED launches its own magazine, plenty of tips, with interviews and testimonials, useful know-how and more.
GOED also thinks about the cost-conscious consumer. The magazine features excellent offers for the well-being range. At the launch of its magazine, GOED entrusted us with the task of developing a solution to promote the magazine on the pharmacy floor, together with the constantly changing promotions.
As an answer to this challenge, we proposed this set of floor displays. Solidly constructed in metal for a longer life, they are equipped with a transparent box for various articles, and a card- and brochure holder.
These in-store communications reinforce GOED’s price image for cost-conscious visitors. Because of their compact size, they can be used just about anywhere in the pharmacy, and moved near the counter, at the entrance or in the neighbourhood of the category being promoted. GOED also takes care of your wallet!
Date: May 2022
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