Thinking outside the box — Key take-aways from Annette D’Abreo’s interview with P3Pharmacy magazine

Annette D’Abreo, UK Managing Director at Ceuta Group, an IQVIA business, has recently been featured in P3Pharmacy magazine divulging her top tips on how Health & Wellness brands can thrive in independent pharmacies.

With a wealth of industry experience, working with founder-led brands and multinational businesses alike, Ceuta Group, an IQVIA business,  has found that building and nurturing relationships with community pharmacies is critical for success in the UK.

Here are the 6 key takeaways from the interview:

1. Collaboration is key

“Everyone we represent plans for specific success in independent pharmacy but it’s our face-to-face coverage that is really critical.”

The robust and enduring partnerships Ceuta Group, an IQVIA business, maintains with independent pharmacies play a vital role in the success of the brands we represent. These relationships enable us to collaborate in innovative ways, increase sales, boost category growth, and maximise efficiency and returns for both the brand and the pharmacy.

2. Tailoring the brand to the pharmacy

“The brand is either right for the pharmacy or it’s not, and if we need to make adjustments, then our pharmacy national sales managers will plan how to get there.”

Here are just a few of the considerations we address when devising a pharmacy strategy:

• Optimal Sizes and Pricing: We determine the sizes and pricing structures that best suit the specific needs of the pharmacy.
• Consumer Education: We assess the requirements for consumer education to ensure that the brand is effectively communicated and understood.
• Category Dynamics: We analyse the shifting landscape of categories, identifying those gaining prominence and others receding, to stay ahead of market trends.
• Gatekeeping Role: We evaluate which categories pharmacies continue to serve as gatekeepers for and which are progressively transitioning to grocery outlets.

Through these steps, we tailor our strategies to align with the unique characteristics and demands of each pharmacy, ensuring a comprehensive and effective approach.

3. Helping brands succeed in the pharmacy channel

Ceuta Group, an IQVIA business, supports brands in pharmacy that are facing challenges in their development or changing ownership to claim a voice in the increasingly competitive Health & Wellness market.

“Everyone we work with has a plan for growth and our role is to give the best advice, which is where Ceuta Group, an IQVIA business, really helps.”

Our deep understanding of the Health & Wellness industry and pharmacy landscape, combined with our end-to-end suite of capabilities allow us to empower clients at every stage of their brand journey. From brand strategy and creative design to omnichannel marketing & sales distribution, we work hand-in-hand with clients to leverage the pharmacy channel and ensure their brand thrives in an ever-evolving industry.

These companies may have a promising brand or product, yet lack the capabilities, resources, or expertise to successfully launch in pharmacies or other channels.

That’s where we come in. We provide an end-to-end solution, empowering brand owners/acquirers to remain agile and resource-light by entrusting the management and growth of their brands to our dedicated pharmacy sales teams.

4. Adapting to challenging times

The challenges posed by the covid-19 pandemic, the subsequent economic crisis, and the Ukraine war have affected businesses across diverse sectors, particularly when it comes to supply and demand. Yet, through innovative approaches and collaborative efforts with our clients and independent pharmacies, we’ve tackled these challenges head-on and have ccontributed to the ongoing growth of our clients’ brands.

Since the pandemic, independent pharmacies have also faced sizeable challenges as consumers are increasingly relying on them for health and self-care advice. Recognising the pressures faced by independent pharmacies, Ceuta Group stands in solidarity by ensuring that the front of the shop is meticulously prepared and we support pharmacy staff by equipping them with the knowledge and information they need to serve their customers.

5. For Ceuta Group, an IQVIA business, it’s more than just sales

“(Our clients) have exciting ambitions, (…) and we always look to see what more value we can add for them.

“On a basic level, we are there to deliver sales. But for us, it’s so much more than that; it’s also about understanding our channel and giving back the knowledge that we have to better inform their marketing and management teams.”

Read the full article here or dive into the related insights below to learn more about driving success for Health & Wellness brands in pharmacies in the UK and across the world.