The context
Reckitt Benckiser needed to know whether detailing messages and efforts behind visibility were effectively reaching the consumers. Granular data at regional or single pharmacy levels were not available and traditional data collection methods were excessively expensive to cover multiple countries and provide a representative sample.
The challenge
Together with Reckitt Benckiser, BeMyEye defined a set of KPIs to monitor brand health in the pharmacy channel, especially as it relates to pharmacist recommendation, a crucial driver for sales. The KPIs include brand recommendation rate of the pharmacist/HCP for a specific ailment, supporting rationale and alignment to detailing messages, barriers to recommend a certain product, and brand substitution. By using a standardised research methodology across all countries, we provide data at a European, country, and sales territory level which can be used to compare performance across each segment, and also act as the basis of an incentive scheme where needed.
KPIs
– Brand recommendation rate of pharmacist/HCP
– Rationale’s alignment to detailing messages
– Barriers to recommend the RB product in a category
– Brand perception and substitution in a category
Categories
– Analgesics (oral, topicals)
– Heartburn
– Sore Throat
– Cold & Flu (adult, children)
Channels
– Independent pharmacies
– Chain pharmacies
Countries
13 European countries:
Belgium, Czech Republic, Denmark, Finland, Germany, Italy, Norway, Poland, Portugal, Romania, Spain, Sweden, United Kingdom
The results
By adopting the BeMyEye Brand Recommendation Tracker Reckitt Benckiser has achieved:
Management information at European level showing rate of recommendation and retention of detailing messages across brands
Country-level data on the strength of each brand and sales territory, which Is used as the basis of an incentive scheme
All data integrated into Power BI for familiarity and crossing with other data streams
Programme ROI of 4.2x, achieved through sell-out boost due to better-detailing execution
