OTC sales growth strategy

A pharmaceutical chain has clear links: raw-material supply, manufacturer, distributor, pharmacy, physician, and the end user. Almost every competitor was working those same known links.

We mapped the ecosystem from upstream to the end user and separated the real stakeholders. The end user had two parts: the patient, and the patient’s companion. We put the information focus on the second, because it was almost without a competitor.

The path ran from order placement to higher production, and from there to a larger purchase volume — and at that volume, better terms were obtained from the supplier. No figure from this project is published.