By Anthony & Gilles

Why Good Planning Still Fails

Imagine this: your campaign is on time, your assets are printed, your team is briefed—and still, the POS window ends up half empty, the sticker peels off within a day, and the field team reports back, “It didn’t fit.”

Sound familiar?

Many pharmaceutical marketers have been there: working late into the night aligning stakeholders, only to watch execution unravel at the last mile. Often, the problem isn’t the idea. It’s the materials—and how (and where) they’re used.

It’s time we said it clearly: not all POS materials are equal. Choosing the wrong formats, sizes, or setup strategy can sink an otherwise strong campaign.

This guide walks you through how to choose what works—based on real operational insight from 36+ years in Swiss pharmacies and drugstores.

What Pharma Marketers Often Overlook

1. POS ≠ Just a Surface for Ads

Most pharmacists don’t prioritize drug visibility—they prioritize ambiance (zoning). If your campaign makes their window look cluttered or damages surfaces (e.g. stickers), it simply won’t go up.

2. Height and Light Matter

Elliptical displays placed too high (above 1.2m) block light and reduce visibility. Windows vary—some are small, others span up to 8m. One-size-fits-all is a myth.

3. Operational Feasibility Is a Dealbreaker

Is it too heavy to install solo? Too complex for fast setup? Too dependent on ceiling hooks? Sticking too much to a showwindow? Then it’s a liability.

4. Sustainability is now a Norm, not a Bonus

POS items made from 80–100% recycled materials and that are 100% recyclable—like folding box board, corrugated cardboard, or recycled PET—are increasingly required by corporate sustainability policies (as sometimes outlined in POSM catalogue). Choosing these isn’t just greenwashing—it could be a condition for production approval.

POS Material Planning Checklist (What to Use and Why)

✅ Foundation: 1 Large Anchor Element

• Format: A0 or A1 horizontal on light cardboard
• Why: Creates instant structure and presence, easy to lay flat
• Pro Tip: Choose foldable versions (e.g. a 2-panel system) for transport ease
• Mind the depth: most window displays allow only 30–40 cm of usable space. Oversized structures may block light or not fit at all.
• Sustainability Tip: Use display board or corrugated cardboard certified as 80–100% recycled & recyclable

✅ Medium-Sized Enhancers (2–3 Recommended)

• Examples: Display cubes, freestanding A3 or A4 panels
• Why: Help build 3D layering; create product focus without blocking views
• Material: Cardboard, not too tall or heavy
• Best Practice: Use cubes that support gadgets or product factices
• Pro Tip: Favor easy-to-assemble formats like “stackable cubes” that come flat-packed with instructions

✅ Smaller Decorative Elements

• Use: Seasonal gadgets (e.g. snowman in winter, beach set in summer)
• Why: These humanize and localize your display—pharmacies love a good seasonal theme, and the teams like to participate and decorate
• Important: Match size to window scale—don’t overdo it. Sometimes displayed on a simple table with a white napkin on top

✅ Jumbo Product Factices

• Purpose: Draws attention while reinforcing brand identity
• Caution: Ensure weight and balance are safe for stand use
• Pro Tip: If using jumbo dummy boxes, opt for lightweight E-flute cardboard—flat-packed and recyclable

✅ Optional Add-Ons (Use If Feasible)

• Brochures or flyers (well-placed in display)
• Hanging elements (only if rails or ceiling conditions allow)
• Lights (note: pharmacies may not use it due to electricity costs)
• Static window clings: These are a cleaner, safer alternative to traditional adhesive stickers. No glue, no residue, easy to reposition—making them POS-friendly and installation-proof. For example: Yupo Tako, a PVC-free cling film, in place of floor or window stickers

❌ Avoid

• Traditional stickers — leave marks, block light, damage glass, often disliked by pharmacies
• Window campaigns set up inside the store — most pharmacies lack sufficient in-store surface area. It could disrupt the patient journey within the store. These displays often remain in storage or are never installed.
• Oversized, complex hanging installations – often unfeasible
• Formats without context – A3/A4 panels alone don’t create impact

Common Mistakes and How to Prevent Them

❌ Mistake #1: Treating All POS Like They’re the Same

Fix: Prepare multiple “size kits” (e.g., M and L) depending on window size and ceiling height. Confirm window specs in advance if possible.

❌ Mistake #2: Relying on Sales Reps to Install

Fix: Empower reps with tools—but don’t assign them logistics (let’s be honest, they don’t like it and it’s a waste of their time for selling). Use specialists for setup, especially when you need photo documentation and uniformity.

❌ Mistake #3: Prioritizing Ad Message Over Aesthetic

Fix: POS success starts with atmosphere. Advertising should support—not overpower—the display. Think in terms of scene-setting first especially with pharmacy groups.

❌ Mistake #4: Missing Field Testing

Fix: Before mass production, test materials in 1–2 pharmacies. You’ll catch sizing errors, setup confusion, and unintended effects (like glare or shadowing, direct sunlight exposure, heat effect…).

From Juggling to Flow – You’re Not Alone

You’ve already done the hard part—securing buy-in, defining the campaign, aligning with product availability. But execution isn’t just the final step—it’s the visible step. It’s what your colleagues and your customers see.

At Rüfenacht, we’ve supported pharma marketers in over 2,000+ POS activations across Switzerland. We’ve seen what works: simplicity, modularity, clarity—and above all, respect for field constraints.

You don’t need a massive campaign to make a powerful impact. You need a clear vision, the right material mix, and partners who think not only about the what, but the how.

Because in pharma retail, elegance is operational.

Final Checklist: Before You Approve Your Next POS Campaign

Do your POS materials fit the majority of window sizes?
Is there at least one large anchor, and a few supporting formats?
Have materials been field-tested for setup ease and durability?
Is the seasonal context reflected in your gadgets or visuals?
Are brochures, lighting, or hanging elements realistically installable?
Are your materials compliant with minimum 80% recycled / 100% recyclable requirements?
Are floor stickers avoided in favor of sustainable alternatives like cling films or projections?

If you checked fewer than four boxes, let’s talk. Rüfenacht is here to co-design—not just deliver.

For a campaign that clicks from concept to customer, don’t leave your POS materials to chance. Choose formats that reflect the Swiss values of quality, clarity, and purpose.

Because not all POS materials are equal.

Want to go further?

If you’re navigating a tricky setup, planning your next window campaign, or just want to get it right the first time—we’re here to help.