Reckitt Benckiser x BeMyEye

Reckitt Benckiser has implemented BeMyEye’s Brand Recommendation tracking solution across 15 European сountries. The investment generated a 4.2x ROI, thanks to targeted action taken by RB to improve detailing, driven by BeMyEye’s real-time insights.

The context

RB needed to know whether detailing messages and efforts behind visibility were effectively reaching the consumers. Granular data at regional or single pharmacy levels were not available and traditional data collection methods were excessively expensive to cover multiple countries and provide a representative sample.

The challenge

Together with RB, BeMyEye defined a set of KPIs to monitor brand health in the pharmacy channel, especially as it relates to pharmacist recommendation, a crucial driver for sales. The KPIs include brand recommendation rate of the pharmacist/HCP for a specific ailment, supporting rationale and alignment to detailing messages, barriers to recommend a certain product, and brand substitution. By using a standardised research methodology across all countries, we provide data at a European, country, and sales territory level which can be used to compare performance across each segment, and also act as the basis of an incentive scheme where needed.

KPIs

– Brand recommendation rate of pharmacist/HCP
– Rationale’s alignment to detailing messages
– Barriers to recommend the RB product in a category
– Brand perception and substitution in a category

Categories

– Analgesics (oral, topicals)

– Heartburn

– Sore Throat

– Cold & Flu (adult, children)

Channels

– Independent pharmacies

– Chain pharmacies

Countries

13 European countries:

Belgium, Czech Republic, Denmark, Finland, Germany, Italy, Norway, Poland, Portugal, Romania, Spain, Sweden, United Kingdom

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The results

By adopting the BeMyEye Brand Recommendation Tracker Reckitt Benckiser has achieved:

Management information at European level showing rate of recommendation and retention of detailing messages across brands

Country-level data on the strength of each brand and sales territory, which Is used as the basis of an incentive scheme

All data integrated into Power BI for familiarity and crossing with other data streams

Programme ROI of 4.2x, achieved through sell-out boost due to better-detailing execution

5/5
“ROI of our Brand Recommendation tracking programme with BeMyEye is 4.2, thanks to better data driven decisions in the retail execution.”
Rodrigo Moura
Sales Director Italy

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