S3 focus can reap results
June 20, 2013
A NEW program launched
yesterday by Reckitt Benckiser
strongly encourages pharmacists
to “embrace and grow the S3
business” as a key differentiator
from discounting competitors.
The ‘PainSmart Challenge’ is
being mentored by Nick Logan of
Nick Logan Pharmacist Advice in
Artarmon, NSW, winner of the 2009
Pharmacy of the Year award.
He said that supporting the S3
category is better for the customer,
better for pharmacy and better for
business.
“Central to successfully
maximising the S3 category in the
pharmacy channel is positioning
the community pharmacy as a
health centre,” Logan said.
“At the end of the day, customers
want a knowledgeable and
accessible local pharmacist who can
help them achieve positive health
outcomes.
“Price is not a primary concern...
customers value the personal
health advice and the add-on
support that a pharmacist an
provide,” he added.
Reckitt Benckiser is heavily
investing in supporting the
“appropriate relief of strong pain
for consumers,” and Logan said this
would help drive traffic in store and
build a profitable S3 category.
The Challenge will follow real-life
pharmacy case studies, aiming to
highlight how supporting S3 brands
such as Nurofen Plus can increase
customer loyalty and profitability.
Participants will develop an S3-
focused business plan incorporating
ordering, pricing, marketing,
workflow, resourcing and training,
along with the soon-to-launch RB
PainPod training module ‘Hard to
treat pain’ for pharmacy staff
To learn more or to sign up for the
challenge see rbhealthhub.com.au.
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