PiNG! Connecting with Your Consumer - Flipbook - Page 36
PiNG!
CHAPTER 1
PiNG!
CHAPTER 1
European Pharmacies Focus on Therapeutics
Holistic Expert Care
on Every Corner
Every brand has a wellness aspect.
Pharmacies
in mainland Europe are substantially different than those in
the United States and the United Kingdom. European pharmacies focus on and sell only products that have therapeutic
benefits. These products tend to leave a “white” impression of
being better overall for the consumer. Every pharmacy also features an expert who can offer product advice and information,
whether the item is a pharmaceutical or a beauty/health care
product.
European pharmacies also represent a unique way of selling pharmaceutical products. All drugs are sold behind the counter rather
than out on shelves where consumers can select them. The benefit
of this approach is that slightly stronger medicines are available
to consumers without a prescription. The disadvantage is that the
pharmacist serves as a product gatekeeper and essentially makes
all of the product choices for the consumer. As a result, there
are fewer varieties to choose from and consumers must take the
product provided them.
How can you “over-experientialize”
your brand’s sensorial elements?
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