Pharmacy sector, being the second largest in the Indian Healthcare sector constitutes institutional sales and non-institutional sales. While the Institutional sales happens through bulk deals of sourcing pharmaceuticals to health institutions, hospitals and nursing homes, the non-institutional sales happens through the retail stores. This retail stores plays a vital role in acting as a sales channel for drugs to reach the consumers.
Indian retail pharmacy industry is mostly dominated by unorganized players and a few organized players have made their head way in to the industry. Most of the organized players have their strong presence in operating regionally with some players eying a Pan India presence. We have come up with insights on social media presence of this organized players and shopping behavior of consumers.
The following organized players were considered for analysis:
HOW IS THE SOCIAL MEDIA ENGAGEMENT OF THIS ORGANISED PLAYERS?
91% of the total organized players have their social media presence by having a Facebook page for engaging with their consumers. It also unveiled the fact that only 50% of those organized players who have their social media presence are actually involved in engaging with their consumers. Most of this organized players are utilizing the social media platforms for sharing discount/offers on the products and health tips.
WHAT ARE THE KEY VALUE ADDED SERVICES PROVIDED BY THIS ORGANISED PLAYERS TO THEIR CONSUMERS?
This players were also seen providing a variety of value added services to their consumers include telephonic orders, health advisory services, consumer loyalty programs, discounts & offers, free health camps, purchase options through online and mobile apps by taking the prescription form. About 36% of the organized players helps their consumers to purchase drugs online on their webpage by taking the prescription form.
WHAT ARE THE KEY ATTRIBUTES LIKED/DISLIKED BY THE CONSUMERS ABOUT THIS PLAYERS?
Consumers were seen admiring value added services such as free home delivery, 24×7 services, availability of wider variety of medicines, online and mobile purchase options and health advisory tips provided by this retail organized players. Poor service in terms of late delivery of the medicines, rude behavior of staff etc. were the attributes disliked by the consumers
RANKING OF MAJOR ORGANIZED INDIAN RETAIL PHARMACY INDUSTRY PLAYERS BASED ON THEIR SOCIAL MEDIA ENAGAGEMENT
The Himalaya Drug Company stand top among the other health care service providers.