Micromarketing studies and analysis of the region (Geomarketing), performance analysis of departments, strategies for creating value for customers and economic sustainability for the pharmacy.
A consultant and university professor of Pharmacy Marketing will assist you in the Micromarketing design. It consists of an in-depth analysis whose aim is to identify the composition of the target, lifestyles and consumption potential, by means of studying the population residing in a certain area as well as those who do not. The study is done through Geomarketing techniques which point out social-economic data through a graphic image based on road graphs.
The analysis is useful for discovering the commercial potential of one’s market but also the potential not yet exploited, by means of a study of one or more potential customer bases. The levels of proposed analyses are founded on the logic of proximity marketing which consists of the inversely proportional relationship between the distance a consumer is willing to travel and his/her loyalty to a sales outlet.
What is Geo-marketing?
Geomarketing is a marketing approach that employs geographic components to make decisions regarding strategy, communication, sales, distribution and customer service activities more effective and efficient.
Thanks to Geomarketing, businesses can optimise the spatial dimension of data to generate information that is useful for improved management of business opportunities and threats connected to the region, continuously monitoring phenomena related to demand, competitors and buying power.
Which are the operational steps of a geo-marketing study?
- Localisation and the surrounding area: analysis of road systems, barriers and regional restrictions.
- Definition of the customer base: for example, primary level (5 minutes on foot), secondary level (5 minutes by car), third level (10 minutes by car).
- Profiling of the market catchment area in terms of residential (night) population and day population.
- Profiling of the market catchment area according to income, general consumption, healthcare and the residential profile.
- Segmentation and profiling of the population in clusters with homogeneous behaviour types (Polis), useful for discovering which are prevalent and their degree of coverage (utilisation).
- Final considerations with the main facts, operational suggestions and strategies for creating value.