Executive Summary
- Swiss pharmaceutical retail campaigns require a nuanced KPI framework that balances strategic intent with operational execution.
- ROI must be measured across sell-in, sell-out, and in-store engagement, with clear links between B2B field action and B2C consumer behavior.
- Execution KPIs—such as compliant installations, incident resolution, and pharmacy satisfaction—are essential to sustained campaign performance.
- Effective KPI tracking supports continuous optimization and strengthens relationships with pharmacies and drugstores.
The Swiss Pharma Retail Landscape
Switzerland’s pharmaceutical retail environment is distinctive for its fragmentation, regulatory precision, and consumer trust in pharmacy-based consultation. With approximately 1,800 pharmacies and drugstores across the country, campaigns must adapt to:
- Strict regulatory standards for OTC products, cosmetics, and supplements, governed by Swissmedic and OFSP.
- Multiple retail models: independent operators, regional chains, and banner networks (e.g., Galenica Group, TopPharm).
- High PoS diversity, requiring regionally tailored campaigns with multilingual execution (German, French, Italian).
- Consumer behavior driven by pharmacist/droguist recommendation, especially in non-prescription categories.
A successful campaign in this environment depends not only on creative quality but on precise, on-site execution and actionable KPIs.
ROI Impact of POS Execution
KPI tracking is often reduced to post-campaign reporting. But in high-stakes, field-dependent campaigns, KPIs should be embedded from briefing to rollout to debrief.
Below is a structured overview of the KPI families relevant to pharma and consumer health campaigns in Switzerland:
KPIs Stratégiques & Performance Globale
- ROI de la campagne
- Coût par point de vente activé
- Coût par engagement ou par interaction sur supports digitaux
- Part de voix (SOV) en officine par rapport à la concurrence
- Pénétration du marché (taux de couverture PoS)
- Croissance du chiffre d’affaires généré durant la campagne
- Marge bénéficiaire sur la période
- Taux de fidélisation des points de vente (ré-engagement)
KPIs d’Exécution en Pharmacie
- Taux d’installation conforme (vs plan initial)
- Délai moyen d’exécution (du brief à la mise en place)
- Taux de satisfaction des pharmacies (retour qualitatif terrain)
- Nombre d’incidents logistiques ou correctifs nécessaires
- Score de visibilité (évalué par photo terrain ou audits)
- Taux de longévité des supports sur la période
- Taux de remplacement/support matériel
- Délai d’intervention suite aux incidents
- Score d’implication du personnel officinal
- Score d’audit qualité (conformité & visibilité terrain)
KPIs de Visibilité & Engagement
- Nombre de pharmacies activées
- Taux de reconnaissance de la marque (avant/après campagne)
- Nombre d’interactions clients en PoS (questionnements, intérêt…)
- Temps moyen passé devant le dispositif PLV
- Taux de scan QR code (pour supports digitaux)
- Profondeur d’engagement digital (visites, actions en ligne)
- Score d’engagement utilisateur sur les supports
KPIs de Feedback & Optimisation
- Taux de feedback terrain reçu (photos, remarques, audits)
- Nombre de recommandations d’amélioration générées
- Écart entre exécution planifiée vs réelle (logistique, délais, quantités)
- Score de satisfaction post-campagne des officines
- Nombre de suggestions ou demandes d’adaptation
KPIs Opérationnels additionnels
- Taux de rotation des stocks en pharmacie pendant la campagne
- Disponibilité des stocks produits en PoS
- Temps de traitement des commandes de supports
- Productivité des équipes de merchandising
- Coût unitaire par matériel installé
- Taux de prescription/demande générée en officine (si suivi possible)
- Impact sur la santé communautaire (indicateur social si communiqué)
ROI Considerations in Practice
ROI outcomes depend heavily on initial targeting, operational setup, and in-campaign monitoring. In recent campaigns managed by Rüfenacht, we have observed measurable uplifts when installation timelines, in-store visibility, and feedback collection are treated as performance indicators—not afterthoughts.
Some recurring insights:
- Campaigns with structured installation training outperform in brand recall and staff satisfaction.
- Digital engagements increase significantly when QR codes are integrated at eye level and linked to mobile-optimized content.
- Pharmacy staff engagement positively correlates with customer interaction counts, especially in wellness or preventative health campaigns.
Conclusion & Strategic Recommendations
The sophistication of a pharma retail campaign is not in its format or budget—but in its ability to execute precisely and learn quickly.
Strategic Recommendations:
- Establish KPI ownership early: Assign responsibility for each KPI group at the briefing stage.
- Link physical and digital touchpoints: Track QR usage, digital action rates, and in-store engagement together.
- Localize and segment execution reviews: Benchmark visibility and execution by region, partner type, and campaign format.
- Use KPIs as negotiation tools: Share results with pharmacy and drugstore partners to reinforce value.
- Don’t wait for the debrief: Use live KPIs to adjust deployment, retrain teams, and escalate issues.
At Rüfenacht, we support KPI planning, tracking, and field reporting as part of every campaign. Because in Switzerland, where pharmacy and drugstore execution sets the tone for consumer trust, operational excellence is not just measurable—it’s essential.
Let your KPIs work for you. Not just after the campaign, but during every step of it.
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