Why So Many Smart Campaigns Still Miss the Mark

Imagine this: Your campaign concept is strong, the product is relevant, and you’ve got approval from HQ. Yet, as the launch date nears, field teams are unclear, materials arrive late, and a few stores never install the displays at all. Sound familiar?

For pharma marketers in Switzerland and beyond, running in-store (PoS) campaigns often feels like managing a dozen moving pieces without a reliable manual. Timelines slip. Communication gaps widen. And too often, you’re left solving problems you didn’t create.

At Rüfenacht Pharma Retail Solutions, we’ve spent over 36 years in the field ensuring campaigns are not only designed well—but delivered flawlessly. Here’s what we’ve learned: many execution failures are predictable, preventable, and repeatable. This article walks you through the 7 most frequent—and costly—mistakes pharma teams make with PoS campaigns, and how to prevent them with Swiss-level precision.

What Pharma Marketers Often Overlook

Pharma marketing is a complex dance between strategy and execution. But too often, campaign success is derailed not by weak ideas—but by preventable operational gaps:

• Sales reps uninformed about installs
• Promotional stock in storage instead of on display
• Campaigns launching without alignment on timing or goals
• Material returns, reprints, or full recalls due to errors
• POS partners disengaged due to missed opportunities or miscommunication

What these examples have in common is not creative failure—it’s lack of coordinated execution. And that starts with avoiding these seven critical mistakes.

10 Must-Have Elements Before Launch

1. Targeting Confirmed

• Have you ranked your POS by turnover potential, or ABC listing?
• Is your client list complete (with GLN codes)?
• Have you clarified who is responsible for outreach?

2. Product Availability Aligned

• Are products guaranteed to be on shelves by launch?
• Have you coordinated with the sales team on timing and inventory?

3. Localized Materials Ready

• Are designs adapted for French/German/Italian regions?
• Is print volume realistic per language and region?

4. POS Material Validated

• Sizes correct? Durable? Field-tested?
• Printed with “Gut zum Druck/Bon à tirer” approval?
• Checked for regulatory and safety compliance?

5. Timing Locked Down

• Have you booked production and logistics slots?
• Have you built in buffer time for delays?

6. Sales Team Aligned

• Do they have placement instructions?
• Are incentives in place?
• Do they know which products link to which PoS materials?

7. Competitor Intelligence Benchmarked

• Do you know what’s happening in-store during your campaign window?
• Can you secure standout placements?

8. Feedback Loops Set Up

• Who collects field feedback?
• What metrics are tracked?
• How will ROI be calculated?

9. Install Execution Plan in Place

• Have you confirmed the install team (sales reps, merchandisers, Rüfenacht or hybrid)?
• Is the PoS expecting the materials?

10. Final Review and Sign-Off

• Has everything been cross-checked against specs?
• Can faulty materials still be corrected on time?

7 Costly Mistakes (and How to Avoid Them)

1. No Targeting, No ROI Strategy

Why it matters: A campaign seen by the wrong audience is a lost opportunity.
How to fix it: Use turnover-based prioritization (A/B/C segmentation). Ask sales to provide GLN-tagged POS lists. Define clear visibility KPIs.

2. No Field Feedback Before or During

Why it matters: You’ll never know if materials are usable or impactful.
How to fix it: Field-test mockups. Brief and equip sales with feedback sheets or a digital survey tool (we can provide one). Listen early; fix fast.

3. No Testing, No Contingency

Why it matters: Reprinting materials late is costly—and delays visibility.
How to fix it: Prototype displays. Test in real stores. Allocate buffer time for fixes, especially when final assets are produced externally.

4. No Periodizing = Campaign Fatigue

Why it matters: Running the same message across all PoS, all the time, dilutes impact.
How to fix it: Sequence your campaign in waves. Alternate material types. Adjust for region, season, or competitor activity.

5. No Coordination with Sales = Missed Execution

Why it matters: Sales may sell product—without placing the window decoration or counter display.
How to fix it: Ensure every sales push includes a visibility checklist. Use Rüfenacht as your SPoC to sync field logistics with sales targets.

6. Not Respecting Timelines = Missed Launches

Why it matters: Miss the date, miss the impact. Especially with seasonal campaigns or regulatory launch windows.
How to fix it: Confirm final artwork and quantities 4–5 weeks in advance. Lock install windows 2 weeks ahead. Use our timeline templates to keep everyone synced.

7. No Final Feedback = No Learnings

Why it matters: If you don’t measure visibility, placement, or engagement—you can’t prove success (or improve next time).
How to fix it: Use our field reporting template. Require photos, comments, and install validation from every location. Analyze—then iterate.

Tools to Simplify Execution

Rüfenacht provides campaign leads with a practical toolkit to make your execution smarter and smoother. Here’s what you can request:

✅ POS Targeting Excel Template

Segment by priority, region, and language. Includes GLN codes and contact details.

✅ Briefing Template for Sales Teams

Includes visual mockups, setup guides, and install deadlines.

✅ Install SOP (Standard Operating Procedure)

Step-by-step guide for in-store teams to ensure proper setup.

✅ Campaign Readiness Checklist (Printable Version)

Use our 10-point checklist to assess campaign maturity before launch.

✅ Field Feedback Survey (Excel + Online)

Gather consistent insights from PoS—visibility, placement, comments.

To receive these tools or customize them to your campaign format, contact your Rüfenacht Customer Success Manager. –> Book a call

You’re Not Alone. Execution Can Be Elegant.

Every marketer wants to launch a campaign that makes a visible impact, earns sales trust, and feels professionally managed. But when the field lacks clarity or materials don’t arrive as planned, your brand’s credibility suffers.

That’s why our approach at Rüfenacht is not just logistics—it’s operational empathy. We act as your execution partner, not just a service provider. We understand that when things go wrong, it’s not the supplier who answers to HQ—it’s you.

By planning early, aligning sales and field teams, validating materials, and setting up a feedback loop, you can transform execution into a strategic advantage.

Let your next campaign be the one that just works.