Since 2017, GET2WORK has been offering online messages to private pharmacies—a direct, modern, and highly effective way for pharmaceutical companies to inform pharmacists about the products they provide to patients and customers.
This instant communication is achieved through pop-up messages displayed on pharmacists’ computer screens during transactions or inventory checks. When the pharmacist or assistant scans selected products, the pre-programmed message appears immediately. The message remains visible until the next product is scanned, without interrupting the pharmacist’s workflow or obscuring critical information on their screen.
When are online messages ideal?
Online messages are particularly useful in cases requiring:
- Updates on diseases and treatments
- Cross-selling (e.g., antibiotics and probiotics)
- Shortage alerts (e.g., product availability updates)
- Indication updates (e.g., new indications)
- Price updates (e.g., reduced prices)
- New product announcements
- Updates on new forms or packaging
- Instructions for proper product use
- Guidance on correct storage and handling
Are they effective?
GET2WORK, through Pharmacy Insights Hellas, provides sales data from private pharmacies, enabling the evaluation of online message campaigns’ effectiveness using real sales figures during campaign periods. Comparisons are made with corresponding months or years, depending on whether the product is seasonal.
The market share (MS) of units sold in a product’s therapeutic category was chosen as the metric for comparison. Campaigns from 2021–2023 were analyzed, categorizing them into mature products (M) and newly launched products (L). The study results are displayed in the accompanying graphs.
Key Findings
The study confirmed that all campaigns positively impacted sales in both categories (M and L). Mature products saw an average market share increase of 25%, while newly launched products experienced a remarkable 150% boost.
Moreover, sales data analysis revealed that the positive impact of online messages extends to the months following the campaign’s conclusion. A previous study of campaigns from 2018–2019 showed a 15% positive impact, indicating that online message effectiveness has increased over time.
Beyond sales data, the effectiveness of online messages is further validated by pharmaceutical companies’ consistent and frequent use of this communication method.
