Retail Chemist is defined to be as an establishment primarily involved in selling drugs or health care products and services to the ultimate consumer i.e. end-user i.e. patient and not involved in any other business.
Although both term Chemist and Druggist used jointly it means Chemist, i.e. dispensing Chemist that is responsible for making powder, emulsions, mixtures etc. as per the prescription of doctor and, Druggist is merely a person who sells drugs.
In Indian pharmaceutical marketing among all members retailer is an important mediator from the viewpoint of sales as well as distribution. Retailer is a key mediator for honoring prescribed drug by the Medical Practitioner to the patient.
Image Source: creativeretaildesign.org.uk
ADVERTISEMENTS:
So availability of the prescribed drug at retail level is a crucial factor for the company, So that prescription of the doctor should not get bounced or dishonoured or substituted by the Chemist for long-term.
Beside this Chemist is a good source of market information related to prescription of our product and competitor’s product, competitor’s move, stock position analysis etc. This information is necessary to define certain strategies at Chemist levels.
Chemist that has a good O.T.C. (Over The Counter ) product sale can help the company’s product portfolio to increase the sale for O.T.C. As well as the prescription based but with O.T.C. profile.
ADVERTISEMENTS:
Now a day many Chemists realized the need of social responsibility as-to give a quality service to educate the patient in the form of consulting him related to dosage schedule, precautions to avoid side effects etc.