Building an international 'virtual' pharmacy chain
The regulatory environment in many countries forbids the creation of retail chains of pharmacies thereby promoting the independents. However both pharmacists and wholesalers understand the commercial benefits of increased distribution reach and buying power and have elected to create ‘virtual’ pharmacy chains.
Following an initial proof of principle pilot scheme in Paris we were asked to develop the virtual pharmacy chain concept across Europe by defining the customer and consumer value proposition and developing a full retail ‘franchise’ concept within France, Italy, Spain, Czech Republic, UK and Russia.
What we did
The work involved an end to end program including research & positioning development, corporate and retail identity, fascia, signage, store environment and merchandising design across all markets as well as a full range of in store directional signage, POS materials and customer literature.
We went on to develop a comprehensive set of corporate & retail identity guidelines and worked closely with shop fitting and signage manufacturers in key countries to value engineer the concept ensure that the brand concept was translated faithfully into the retail environment.
Our work also involved the development of communication materials to explain and promote the chain to recruit independent pharmacists and the development of in-store category management & sell-out promotional strategies to engage with brand owners and encourage them to distribute their brands and products through the Alphega network.
From a modest start in Paris, Alphega now supports over 6,600 independent pharmacists in 9 countries and provides an attractive route to market for brand owners looking to reach discerning consumers in the health and wellbeing space.