Article

Lessons in Digital Couponing for Consumer Health Products

通过药房展示来促进的数字优惠券有可能产生大量的消费者医疗保健产品销售，从而带来令人印象深刻的投资回报。必威手机APP在跟踪并检查了几个程序的成功之后，我们可以提供一些有关如何最大化该回报的一般建议。

How Digital Couponing Works

数字优惠券计划使用销售点显示，并结合数字界面，为患者提供折扣，同时简化了药剂师的交易。这是一个快速而直接的过程。店内显示器为消费者提供给定产品的折扣，并指示消费者将带有唯一商店代码的短信发送给服务器。消费者立即获得优惠券的折扣，这仅在该商店有效。当消费者购买产品并将优惠券展示给店员时，将折扣应用于购买价格。店员通过Pharmintouch平台赎回优惠券，并自动从制造商那里偿还。

销售后，制造商可以通过短信继续与消费者互动。例如，这些交易所可以要求消费者提供有关产品使用的反馈。

一个说明性的例子

One manufacturer ran an in-store, direct discount selling-out campaign from March until June, 2020 in 800 pharmacies, offering consumers a €2 coupon on three brands. The program ran in approximately 800 pharmacies in Belgium, and over 6,000 consumers participated.

The manufacturer was able to monitor the impact of the program in real time through dashboards that measured:

• 药房的处理优惠券数量。在这种情况下，13 percent of participating pharmacies were responsible for 45 percent of the sales lift.
• The number of coupons redeemed, by sales rep. Interestingly,28％的代表负责50％的影响。
• 该计划的总体影响是通过将竞争前时期与年度竞选期的比较进行比较。通过排除销售受到季节性影响的可能性，制造商确信优惠券计划生产了a 20 percent increase in sales.
• The distribution of incremental sales across pharmacies. Nearly a third(30 percent) of the most dynamic pharmacies generated 72 percent of the incremental sales.

All totaled, there were 20,000 coupons redeemed over the three-month campaign, each for a €2 discount. As the campaign yielded €175k in incremental sales the ROI was 1:3, not taking into account any other related costs or long-term sales impact.

关键要点

Through this example and the many other similar programs with which we have experience, we’ve concluded:

• ROI计算很简单。Because each campaign (and customer touchpoint) is assigned a unique code, you can easily determine which campaigns worked and which ones didn’t; external influences are minimized.
• Not all pharmacies are “equally productive.” The incremental sales effect created by in-store visibility and couponing campaigns is not uniform across pharmacies. Dynamic pharmacies – those that have more than 4 coupons being processed - and sales reps that actively promote the campaign generate stronger the results.
• 可以使用超目标帐户。理想情况下，您只会激活那些将最有生产力的药房，并避免在“被动”药房上浪费您的资源。为了确定在何处定位您的努力，您可以在有限的环境中试用不同的活动，然后使用预测分析来确定哪些药房将成为全部推出中的主要候选人。
• 中型药房的生产力最高。根据我们对这些计划的经验，我们已经看到，最大的增量销售影响是在中型药房而不是最大的商店中实现的。是中型商店需要更多的促销活动，并且您的计划可以在哪里获得最大的知名度。

Although here we’ve limited our discussion to how this technological process can be applied to digital couponing, the same approach can be applied in many other settings aside from pharmacies. In fact, it allows you to set up and track any type of healthcare professional or consumer journey.