99731 - Communication and Marketing for the Pharmacist

Learning outcomes

At the end of the course the student acquires: • Knowledge of the social, cultural and economic features that have characterized the changes in the Health and Wellness system and the Pharmacy distribution network; • Knowledge of the regulatory updates that regulate and characterize the new categories of products in the Health sector; • Knowledge of the use of Marketing tools in the positioning path of health products (from the definition of packaging to market positioning), and of communication tools to support the Client-Patient in purchasing decisions; • Knowledge of new professions and new occupational areas that have been created with the birth of new markets / needs always connected to the culture of Health and Wellness; • Knowledge of the role of the different distribution channels to find products and specialized consultancy; • Knowledge of modern distribution channels (GDO and WEB) for the Health and Wellness sector.

Course contents

1. Marketing concepts applied to the Pharmacy distribution channel;
2. Segmentation criteria of the Pharmacy market: getting to know customers through marketing tools;
3. how to setup and manage the customer database;
4. Consulting, communication and sales in Pharmacy: the rules of the market and distribution;
5. Communication and marketing tools for Pharmacy sales: visual merchandising;
6. The characteristics of the products in Pharmacy: trivial products and complex products, impulse purchases and rational purchases; 
7. Communication in Pharmacy: active listening;
8. Customer service in Pharmacy: pre-sales service, after-sales service as tools for loyalty;
9. The layout of the Pharmacy sales point: display models and purchasing paths for consumers;
10. consultancy and sale of dermocosmetics in Pharmacies;
    The supplement market: market, positioning and distribution;
11. Food supplements and the marketing system: the rules of marketing for the construction and positioning of a food supplement on the market;
12. Pharmacy promotions;
13. The role of packaging in free sale products in Pharmacies;
14. Misleading advertising: the rules of advertising on free sale products in pharmacies (food supplements and cosmetics);

Readings/Bibliography

• GLI STRUMENTI DELLA PUBBLICITA': MARCHIO E LOGO COME STRUMENTI DI PROMOZIONE E DI IDENTITA' SOCIALE - 2023
• il marketing degli integratori - 2022 editore Maggioli
• il marketing in farmacia - 2011 editore Maggioli

 

Teaching methods

face-to-face lessons with slide projection and interactive classroom activities.
presentation of case histories in the various areas of application of marketing tools for health products field. 

Assessment methods

oral examination on the items of the course. 

Teaching tools

slides and suggested books. 

Office hours

See the website of Roberto Romagnoli