OTC medicines sales in community pharmacy could increase significantly in the future, GSK has suggested. The company has pledged to work closely with the sector to “help pharmacists unlock incremental sales”.

Area general manager, northern Europe, David Barnett comments: “This is a time of change for pharmacy – we understand the challenges faced by our colleagues on the front line and have identified an £80 million growth opportunity for OTC medicines by maximising the potential of categories which aren’t performing as well within pharmacy. The multi-million pound investment we put behind our leading pharmacy brands is therefore more important than ever.”

Last year the company launched its Pharmacy of the Future vision, offering retailing insight from the Shopper Science Lab.

TOP TIPS FOR OTC

GSK pharmacy director, Andy Gill’s top tips for unlocking an £80 million OTC opportunity within pharmacy

  • Put steps in place to make shopping easier for customers, for example through fixture layout and arranging by condition
  • Help customers explore new treatment options by changing their autopilot shopping habits, for example introducing ‘disruptive’ POS and informative posters
  • knowledgeable, instant, personable, informed and confidential service – remember it’s a digital world meaning that shoppers have some knowledge, so make sure that yours is better than theirs
  • Develop a holistic training programme for all staff members in pharmacy – building up a bank of knowledge and being confident on product recommendations will help build further trust with patients.

We Recommend

Brand insight: P3 October 2017

Recent product profiles from October's P3 magazine

Brand insight: P3 May 2017

Recent product profiles from May's P3 magazine