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Exclusive interview: GSK commits to independents

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Exclusive interview: GSK commits to independents

Community pharmacy is right at the centre of our plans going forward

The new GSK Consumer Healthcare Business is more committed than ever to independent pharmacy, its pharmacy director Andy Gill told ICP.

Formed from a joint venture between Novartis OTC and GSK Consumer Healthcare earlier this year which made the new company the world’s largest OTC manufacturer, it is a world leader in pain relief and respiratory, number one in specialist oral health and holds market leading positions in skin health, nutrition and gastrointestinal. Mr Gill, formerly sales director at Novartis, now leads and enlarged pharmacy team, which he says demonstrates the new company’s focus on pharmacy. “Community pharmacy is right at the centre of our plans going forward,” he says.

GSK has recently been at work developing next year’s plans for independent pharmacy, using research from its unique Shopper Science Lab. Its researchers considered what a “great” store should look like, and how the company can have better discussions with independent pharmacy.

 

Andy Gill: "A real passion for pharmacy"

 

“GSK is here to partner with independent pharmacy, whether directly or through wholesaling groups, to help them understand the shopper. Shopper behaviour is an area we’re focused on.”

Mr Gill highlights the importance of shoppers’ first impressions, created by the retail disciplines of each store. “GSK are really committed to working with independent pharmacy to make that retail shopper experience as good as possible. If we can get shoppers into the store and the pharmacy has good retail discipline there’s a good opportunity for OTC sales.” Pharmacy staff should aim to make the shopping experience interesting and to reduce the confusion that customers often experience, says Mr Gill.

Brand focus

GSK is currently focusing on building its brands as well as relationships with pharmacists. Two recent important launches include Voltarol 140mg Medicated Plaster and Sensodyne True White toothpaste. The Voltarol Plaster is, “the first of its kind on the market” because it is the only medicated pain relief plaster with an anti-inflammatory action. And Sensodyne True White features a unique, ultra-low abrasion fluoride formulation developed for sensitivity sufferers who seek gentle whitening, stain removal and stain prevention.

“With the coming together of the two businesses we’ve got a renewed focus on OTC and community pharmacy has a really important role in that. I worked for Novartis for 18 years before this so I’ve got a real passion for pharmacy and a really good insight into where community pharmacy can win.”

Community pharmacies are well positioned to take advantage of current trends such as the ageing population and increasingly discerning customers, says Mr Gill. And independent pharmacists can tap into GSK support through a number of channels, such as its MyPharmAssist support programme which offers help with both products and services. GSK also has particularly good field sales representative coverage and Mr Gill encourages pharmacists and their teams to ask their local sales representative for advice on topics ranging from category maintenance to product selection. Pharmacists can even contact GSK directly, or via their nominated wholesaler, if necessary.

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