ratiopharm is Germany’s most widely-known pharmaceutical brand and leading generic drugmaker. A new pain gel was launched in January 2021. Diclox forte. It is bioequivalent to the original but less expensive.

The original pain gel dominates the market. Pharmacy customers trust it, they have little inclination to change. Our challenge was to establish Diclox forte as a pain gel of equal status in pharmacies and to convince customers of its quality.

Pharmacy customers value the recommendations of PTAs and pharmacists, so we provided sales reps with promotional material. The aim was to bring on board pharmacy staff and to provide material to sell the product successfully. At PoS we ensured visibility of Diclox forte along the customer journey with aisle posters, window dressing, floor stickers, counter displays and behind-the-counter elements. Pharmacy staff were supported with training sessions and material for advising customers. Info brochures and giveaways were provided for pharmacy customers.