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Super Community Pharmacist (SCP) Diploma

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Aim To The Target

• Know. Prepare. Do it. Follow-up
• Waseem Maged (Pharmaceutical Soft skills trainer)
• Dr. Waseem Maged, Senior Soft Skills Trainer

Consumer Sentiment During the Coronavirus Crisis

• Shift to Value and Essentials: Consumers prioritized essential products and value-driven purchases during the crisis.
• Looking for Ways to Save Money: Consumers sought cost-effective options and deals.
• Convenience: Convenience became a crucial factor in purchase decisions.
• Value: Consumers valued products offering both quality and value.
• Quality: Maintaining high product expectations was crucial during the crisis.
• Prefer Omni-channel: Consumers valued comprehensive shopping options.

Customer Experience

• Customers are willing to pay up to 13% premium for a great customer experience.
• Customers are prepared to pay a higher price (up to 18%) for quality and luxury.
• A positive customer experience prompts customers to spend more.

Our Tools

• Relevant Service
• Collect Feedback
• Proactivity
• Customer Experience
• Short Waiting Time
• Customized Solutions
• Offers and Promotions

Marketing Definition (Dr. Philip Kotler)

• Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.
• Marketing identifies unfulfilled needs and desires.
• Marketing measures and quantifies the identified market and potential profits.
• Marketing determines which segments a company can serve effectively.
• Marketing promotes suitable products/services.

Steps of the Plan

• Track data on point-of-sale systems.
• Segmentation and targeting.
• Value proposition.
• Persona-Customer Profile.
• Product inventory.

Segmentation

• Life Style (Diseases)
• Geographic (PCR)
• Demographic
• Active constituent

Practical Activity

• Lists specific industries (Retail/Online) and relevant market segments.
• Includes columns for market segmentation, target customer, and end-user.

Persona

• A semi-fictional representation of the ideal customer.
• Details the characteristics, qualities, and habits of the target audience.

Customer

• A document outlining pain points, interests, buying patterns, and the demographic characteristics of a company's customers.

Customer Profile

• Includes columns for age, sex, job, area, social level, and customer characteristics.

Value Proposition Canvas

• Highlights product and service, pain relievers, and gains/pains for customers.
• Includes various components for a thorough understanding of value proposition.