From HQ Vision to In-Store Reality—Avoid the Pitfalls and Execute with Confidence

If you’ve ever planned a retail campaign, you know this moment: your brand launch is approaching, the visuals are locked, HQ is expecting results—and your campaign materials are stuck in production, or worse, not yet booked into stores.

Welcome to the pressure zone where even well-conceived pharma marketing strategies can collapse under operational stress.

At Rüfenacht Pharma Retail Solutions, we’ve supported thousands of in-store campaigns across Switzerland. We’ve seen what works, what fails, and—most importantly—what causes promising campaigns to fall apart. Here’s what marketers like you often overlook, and how you can lead your next POS activation with Swiss-level control and calm.

What Pharma Marketers Often Overlook

• Production assumptions: Teams underestimate how long printing, kitting, and distribution take. One supplier delay can derail your timeline.
• Field fit: Materials look good in design files, but won’t fit the pharmacy window, shelf, or space constraints.
• POS booking: Not all points of sale (POS) are under contract. Without a confirmed booking plan, even perfect materials can sit unused in storage.

10 Must-Have Elements Before Launch

Use this checklist to get ahead of problems and create campaigns that look as good in the field as they do in your pitch deck. We recommend completing all ten steps at least 3 months prior to launch.

1. Audience Prioritized

Have you identified your ABC-prioritized POS targets? Or do you plan to offer freedom of placement?
Is your contact list clean, complete, language subdivided and GLN-coded?
Do you need support booking top-priority stores?

🧭 Rüfenacht Insight: Start with a turnover-based Excel from your sales team—your A-list stores get the earliest and best placements.

2. Product & Message Locked

Is your hero product selected and briefed across teams?
Is it aligned with seasonal or strategic timing?
Are your campaign messages clear and validated by marketing and/or regulatory affairs?

💡 Tip: Confirm whether HQ, local management, or the business unit is the product owner. That clarity reduces friction later.

3. Localized & Legal

Is your material adapted per language region?
Do your visuals comply with pharmacy display rules?
Do local budgets allow for regional customization?

🇨🇭 Example: Some POS accept bilingual FR/DE or FR/IT displays, others insist on single-language signage. Local alignment = field acceptance.

4. Promo Material Ready (and Attractive)

Have materials been tested for appeal and field suitability?
Will non-contracted POS want to display them?
Is the design attractive enough to win placement space?

🚫 Risk: Even contracted POS might deprioritize unattractive, oversized, or impractical materials—especially if another campaign is already running.

5. POS Booking Plan Finalized

Do you have a clear booking list: contracted vs. priority?
Have you reserved space with POS at least 3–4 months in advance?
Are all placements confirmed in writing?

📍 Rüfenacht Reality: We visit stores every 2–3 weeks. Early planning lets us align with their availability and avoid missed slots.

6. Production Buffer In Place

Are print timelines realistic (including Gut zum Druck)?
Do you have a margin for errors or reprints?
Will Rüfenacht receive materials at least 3 weeks prior?

🕒 Golden Rule: If the POSM isn’t at our warehouse three weeks before launch, installation delays are almost guaranteed.

7. Compatibility Check

Do the formats work in window displays, counter zones, and smart shelves?
Are they stable, transportable, and store-safe?
Have prototypes been field-tested?

🔧 Pro Tip: Use our in-field validation service to spot and solve design risks before production.

8. Execution Team Ready

Are merchandisers and reps briefed on what to install, where, and when?
Is there a single point of contact for troubleshooting?
Do installers have visuals and instructions?

📞 Rüfenacht Service: We coordinate all teams—so you’re not fielding calls from 40 stores on launch day.

9. Reporting Expectations Aligned

What metrics will you need: photos, ROI, product lift?
What level of proof-of-service matters to stakeholders?
Will results be compared with previous campaigns?

📊 Smart Planning: Define KPIs before launch. That way, we build tracking into the execution—no retroactive stress.

10. Contingency Budget Reserved

Do you have margin for replacements, freight delays, or last-minute changes?
Is your procurement process ready for fast approvals?

💬 Frequent Fail: Budgets get locked, but PO numbers lag. We recommend pre-approving a fallback amount to keep campaigns moving.

Avoid These Common Mistakes

1. Sending POSM directly to stores without trained field teams: No guarantee it’s installed—or even opened.
2. Booking POS too late: Even with a contract, window space can be gone.
3. Unattractive designs: POS won’t display them even if required. Win their interest.
4. No buffer: Printing always takes longer than promised. Always.
5. Undefined success metrics: If you don’t know what success looks like, you won’t recognize it—or prove it.

Conclusion: Operational Excellence Is a Competitive Advantage

Planning a campaign doesn’t have to feel like crisis management. With the right tools, partners, and timeline, campaign execution becomes your strategic lever—not your biggest risk.

At Rüfenacht, we believe that clarity creates calm—and campaigns should feel smooth, not stressful. You’ve done the strategic thinking. Let us help you execute with the precision and predictability your brand deserves.

Whether you’re planning your first field activation or coordinating a national roll-out, our team is here to make your next campaign easier, smarter, and more impactful.

📄 Want a Copy of the 10-Point POS Campaign Readiness Checklist?
This article was based on Rüfenacht’s proven planning tool, developed from 36+ years of in-field experience.
Download the PDF version to use with your team or planning partners.