INFLUENCE OF THE PHARMACIST ON THE CHOICE

A study run by the marketers showed that the influence of the pharmacist on a buyer’s choice of medicine greatly depends on what kind of medicine the buyer came to the pharmacy to buy

Does the buyer have a doctor’s prescription, is the product intended for use in intimate places, how familiar the buyer is with the pharmacist and to what extent the buyer can trust one or another pharmacist, etc.

According to a study by Top of Mind MR&C, about 25% of pharmacy visitors buy medicines spontaneously and make decisions on the spot. Besides, the pharmacist's recommendations had the greatest influence on those who needed vasoconstrictor sprays and cough suppressants. Approximately every fourth - fifth buyer of these products made the decision on the spot. But buyers of vitamins for pregnant women and hemorrhoid preparations, basically, already know what exactly they need. In this category, only 13% of visitors decided on spontaneous purchases.

The visitors shared with the interviewers what exactly affects their choice and how. As it turned out, about half of the buyers in pharmacies trust the recommendation of pharmacists. But this indicator fluctuates depending on what exactly a buyer needs.

The share of those who named the advice of doctors as the main source of information about the medicine is more than 60% of respondents. Among such visitors of pharmacies, only 19 percent of those who wanted to buy vitamins for pregnant women needed for a pharmacist's recommendation. And only every fifth buyer of remedies for hemorrhoids needed the pharmacist’s advice.

The number of those who heed the advice of friends or consider ad recommendations while choosing the medicine turned out to be approximately equal for all categories. As the study showed each tenth buyer is guided by the advice of relatives and friends. And approximately 8% of pharmacy visitors come after hearing or reading an advertisement for medications.

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