Improve the relationship with pharmacies and increase Sell-in

Pharmaceutical marketing: how a laboratory boosted sell-in and sell-out with an innovative strategy

In an increasingly competitive pharmaceutical market, a leading laboratory set itself an ambitious challenge: strengthening relationships with pharmacies, driving sell-in, and developing an innovative sell-out project. To achieve this, the company turned to GLOBE GROUPE’s expertise in commercial training, visibility strategies, and field performance optimisation.

Turning field teams into sales experts

The mission was clear: rapidly train employees with no prior sales experience, without undermining the crucial role of pharmaceutical representatives. The approach had to be subtle—building new commercial skills while maintaining team harmony.

The project began with individual meetings, aligning objectives and identifying each collaborator’s unique drivers. This groundwork paved the way for a tailor-made training programme, designed to deliver strong commercial skills and instil confidence at every stage of the customer journey in pharmacies.

Smarter coverage through pharmacy segmentation

Beyond training, the innovation lay in smart segmentation of pharmacies. By identifying those not yet visited by representatives, the laboratory was able to expand its distribution network and increase sales revenue. This targeted approach reinforced product visibility and created new sales opportunities.

Results: visibility, training, and commercial growth

Thanks to this strategy, the laboratory strengthened its relationships with pharmacists while recording a significant increase in both sell-in and sell-out. The combination of ongoing training, marketing innovation, and enhanced point-of-sale visibility proved to be the winning formula behind this transformation.

A success story that demonstrates how, in the world of pharmaceutical marketing, agility and adaptive training methods are essential levers for boosting commercial performance.