{"id":11120,"date":"2025-12-22T09:33:46","date_gmt":"2025-12-22T09:33:46","guid":{"rendered":"https:\/\/sigespana.es\/servicios\/casos-de-exito\/case-study-pharmaceutical-sector\/"},"modified":"2026-08-27T13:01:55","modified_gmt":"2026-08-27T13:01:55","slug":"pharma-brand-victory","status":"publish","type":"caso_exito","link":"https:\/\/sigespana.es\/en\/services\/case-studies\/pharma-brand-victory\/","title":{"rendered":"Pharma brand vs. generic: POS victory"},"content":{"rendered":"\n
\n

\u23af THE CHALLENGE<\/span><\/p>\n\n\n\n

BEAT THE GENERIC BRAND WHEN IT MATTERS MOST<\/span><\/h2>\n\n\n\n

In the pharmacy channel, the purchase decision isn\u2019t always made by the consumer. When someone asks for a medication by its active ingredient, it\u2019s the pharmacist who chooses which product to recommend. At that moment\u2014which lasts only a few seconds\u2014the brand competes directly with the generic. And if the pharmacist isn\u2019t familiar with the brand, or has no reason to recommend it, the generic almost always wins out. A pharmaceutical company realized it was losing that battle at the point of sale. The product was listed, it was being distributed, but it didn’t actually appear on the pharmacy shelves.<\/strong> The pharmacist didn’t prescribe it because he didn’t know enough about it, couldn’t recall its unique selling points, or simply didn’t have a clear rationale for recommending it over the equivalent generic drug.SIG Spain’s challenge was clear: to enter 1,500 pharmacies, build relationships with prescribers, and get them to choose the brand again.<\/strong><\/p>\n<\/div><\/div>\n\n

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\u23af OBJECTIVES<\/span><\/p>\n\n\n\n

WHAT THE CUSTOMER NEEDED<\/span><\/h3>\n\n\n\n
\n
\n
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Reactivate the product listing in 1,500 pharmacies<\/strong>Visit every pharmacy in the program to restore the brand\u2019s active presence\u2014not only on the shelves, but also through the pharmacist\u2019s recommendations.<\/p>\n\n\n\n

Provide personalized information and sales pitches<\/strong>Highlight the brand\u2019s unique selling points compared to generic products through a message tailored to each pharmacy\u2019s profile, supported by high-quality visual materials.<\/p>\n\n\n\n

Improve brand image on the channel<\/strong> Beyond immediate reactivation, the goal is to build a relationship of trust with the pharmacist that sustains brand preference in the long term.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n

\n

“In pharmacies, the battle isn’t <\/span>won on the shelf. It’s won through a conversation with the pharmacist. And for that, you need<\/span> someone who knows how to speak their language.” <\/p>\n\n\n\n

SIG Spain Field Marketing Team<\/p>\n<\/div><\/div>\n\n

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\u23af THE SOLUTION<\/span><\/p>\n\n\n\n

PRESENCE, ARGUMENT<\/span>, AND CONFIDENCE<\/h3>\n\n\n\n

Revitalizing a brand in pharmacies isn\u2019t achieved with a brochure on the counter. It\u2019s achieved through a well-prepared visit, a professional who understands the channel, and a sales pitch that the pharmacist can make their own when recommending the product. That\u2019s exactly what SIG Spain implemented. <\/p>\n\n\n\n

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\n
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SELECTING A QUALIFIED TEAM FOR THE PHARMACY CHANNEL<\/strong> The pharmacy channel has its own rules. The contact person is a healthcare professional\u2014discerning, pressed for time, and highly skeptical of sales pitches. We select a team with the specific profile and experience required for this channel, capable of establishing credibility from the very first seconds of the visit. <\/p>\n\n\n\n

PERSONALIZED VISIT TO REPRESENT THE BRAND<\/strong> Each visit was designed as a brand representation initiative\u2014not as a generic sales call. The team acted as brand ambassadors in front of the pharmacist, conveying the key differentiators through a pitch tailored to each pharmacy\u2019s profile and supported by specific visual materials. <\/p>\n\n\n\n

SELLING POINTS FOR THE<\/strong> BRANDED PRODUCT VS. THE GENERIC, WITH SUPPORTING MATERIAL<\/strong> The goal was not just to inform\u2014it was to give the pharmacist a concrete, transferable argument for recommending the branded product when a consumer asked for the equivalent generic. The visual materials reinforced the conversation and remained in the pharmacy as a visual reminder. <\/p>\n\n\n\n

IDENTIFYING BUSINESS OPPORTUNITIES WITH EVERY VISIT<\/strong> Beyond the relaunch, the team took advantage of every visit to identify additional opportunities: pharmacies with high prescription volumes, training needs, or areas for improvement in product visibility. Each visit provided valuable information that the client did not have before. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n

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\u23af RESULTS<\/span><\/p>\n\n\n\n

THE NUMBERSTHAT COUNT<\/span><\/h3>\n\n\n\n
\n
\n

98%<\/span><\/p>\n\n\n\n

REACTIVATION RATE<\/p>\n\n\n\n

Of the total number of pharmacies visited<\/p>\n<\/div>\n\n\n\n

\n

+ 2,300<\/span><\/p>\n\n\n\n

VISITS MADE<\/p>\n\n\n\n

Based on an initial plan for 1,500 pharmacies<\/span><\/p>\n<\/div>\n\n\n\n

\n

100%<\/span><\/p>\n\n\n\n

SIG EFFICIENCY<\/p>\n\n\n\n

The failures are due to factors beyond management’s control<\/p>\n<\/div>\n<\/div>\n\n\n\n

The initial plan called for 1,500 pharmacies\u2014the project concluded with more than 2,300 visits completed<\/strong>, exceeding the initial target by 53%. 100% of the pharmacies that were not contacted were due to external factors: the store was closed, undergoing renovations, or the manager was absent at the time of the visit. Zero failures attributable to the management of the SIG Spain team.<\/strong><\/p>\n<\/div><\/div>\n\n

\n

\u23af KEY LESSONS LEARNED<\/span><\/p>\n\n\n\n

WHAT THIS PROJECT TAUGHT US<\/span><\/h3>\n\n\n\n
\n
\n
\n
\n
<\/path><\/svg><\/span>The visit provides more value than initially anticipated.<\/strong> The client hired us to reactivate a key account. What they got was exactly that, plus an enhanced brand image and the identification of previously unidentified business opportunities. A well-executed visit is a source of business intelligence that goes far beyond the immediate objective. <\/span><\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
\n
\n
<\/path><\/svg><\/span>The team’s profile is a key factor in the pharmacy channel.<\/strong> A generic sales representative does not achieve the same results as a professional with experience and credibility in the healthcare sector. The team\u2019s training and its ability to adapt to the person they\u2019re speaking with are what turn a visit into a genuine reactivation. <\/span><\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
\n
\n
<\/path><\/svg><\/span>The transferable argument is the key to the rule.<\/strong> It\u2019s not enough for the pharmacist to simply know the brand\u2014they must have a specific and clear reason for recommending it during the consultation. Support materials and a well-crafted sales pitch are what turn that knowledge into an active recommendation. <\/span><\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n
\n

Do you have a similar project on fARMA?<\/strong><\/p>\n\n\n\n

Tell us about the challenge, and we’ll tell you how we’ll solve it. We’ll get back to you in less than 24 hours. <\/p>\n\n\n\n

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REQUEST INFORMATION \u2192<\/a><\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Through strategy, training, and a strong presence at the point of sale, we helped the brand shine again.<\/p>\n","protected":false},"featured_media":11118,"template":"success-cases-template","sector":[53],"class_list":["post-11120","caso_exito","type-caso_exito","status-publish","has-post-thumbnail","hentry","sector-pharmacy"],"yoast_head":"\nSIG Case Study: Rebranding in pharmacies in Spain<\/title>\n<meta name=\"description\" content=\"We reactivate a brand in the Pharma sector, getting the pharmacy to bet on it as opposed to the generic when the consumer requests it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sigespana.es\/en\/services\/case-studies\/pharma-brand-victory\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SIG Case Study: Rebranding in pharmacies in 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