DOCTORS MARKETING PROGRAM

FOR
ORGANIZED PHARMACY RETAIL
CHAIN

SUBMITTED BY-

DEEPAK KHANDELWAL
PGDM Marketing
PG-MM-10005
ABOUT COMPANY
Apollo pharmacy is a part of Apollo hospitals- Asia`s largest
healthcare group.

The first hospital was started in 1983 by Dr.Pratap Singh

Reddy(Chairman) in Chennai. It was 150 beds hospital. Now in
Asia there more than 1000 Apollo pharmacy retail outlet are
present.

In Jaipur the project was came in May 2002 and there were 20
locations selected across the city and the 1st chemist shop was
open in Malviya Nagar ,Kabir Marg in June 2002. And now there are
total 28 retail shops in Jaipur.
OUR VISION
To develop a community of care and concern that
caters to our customers with the most innovative retail
management programs, service and technology.

OUR MISSION
Our mission is to be a responsive round-the-clock
pharmacy retailer to our prospective customers.
PRODUCTS
Medicines PRIVATE LABELS

Diagnostics

Baby care

Personal care

Skin care

Hair care

Health food
Services
Medication tips
24-hour service
Friendly pharmacist
Free reminder service
Free health camps
Helpline services
Free health insurance
Health newsletters
ApolloAdvantage
We refill your prescriptions
Genuine medicines
Quality
ROLE OF OPERATIONS &
MARKETING DEPT :
Data Collection
Service Delivery
Incentives
Discount Coupon Redemption
Control Points

Our greatest asset is the Customer!

Treat each Customer as if they are
the only one!
RESEARCH METHODOLOGY
OBJECTIVE OF THE PROJECT WORK

APOLLO PHARMACY has assigned me this work as a survey of no.

of Customer walk in, how much they are Satisfy, doctors tie up and
study directed through various policies which promoted sale and
company brand image in the market.

So my primary objective is to collect the relevant data, which can

serve the purpose of the company.
 RESEARCH DESIGN
Primary Data
Feedback given by Doctors, Customer.
Written feedback to capture the immediate feedback which was
taken in specially designed questionnaire.
Interviews & personal interaction.

Secondary Data
Guidance from the Apollo Pharmacy Staffs.
Books, Journals & internet Sites.

Tools used
Questionnaire
Interview
Personal Interaction
OBSERVATION
To find out the number of customer walk-in.

To find out the sales of pharma and non pharma products.

To analyze the doctor`s prescription.

To find out whether customer be honoured or not(non- honoured).

To analyze the consuming capacity (product) of customer.

TABLE-1
BRANCH NAME- VIDHYADHAR NAGAR,JAIPUR

TOTALNO.
DAY & PHARMACY NO. OF WALK-INS NO.OF PRESCRIPTIONS
OF
PRESCRIPTIO
DATE NAME 9AM-1PM4PM-10PM 9AM-1PM4PM-10PM NS

VIDHYADHAR
Tuesday,
NAGAR
04-05-10 13 33 6 17 23
VIDHYADHAR
Wednesday,
NAGAR
05-05-10 11 29 4 9 13
VIDHYADHAR
Thursday,
NAGAR
06-05-10 14 44 5 11 16
TABLE-2

DAY & PHARMASALES NON-PHARMASALES

DATE NO. OF NO.OF
DOCTORS PRESCRIPTIONS 9AM-1PM4PM-10PM 9AM-1PM4PM-10PM

16 22 616 15
Tuesday,
04-05-10
12 12 48 23
Wednesday,
05-05-10
17 19 1 11 1 2
Thursday,
06-05-10
TABLE-3

DAY & DATE Pharma Nonpharma

NO. OF People Entered NO. OF People Entered
HonourNonhonoured HonourNonhonoured
Tuesday,
04-05-10 73 69 4 13
Wednesday,
05-05-10 57 53 4 28
Thursday,
06-05-10 75 73 2 13
QUESTIONNAIRE
1. Ambience of the pharmacy.
Excellent
Good
Average
Poor

2 .Friendliness and courtesy of the staff.

Excellent
Good
Average
Poor

3 .skill and competency of the pharmacy staff.

Excellent
Good
Average
Poor

4 .Communication & detailing Skill of the pharmacy staff.

Excellent
Good
Average
Poor
QUESTIONNAIRE
5.Overall Quality and range of drugs available.
Excellent
Good
Average
Poor

8.Have you ever been turned off from Apollo pharmacy for non-availability of medicines?
Yes
No

7 .On the average, how long you wait in the pharmacy for precuring medicines(in minutes).
<5
<6-10>
<11-15>
>15

8.Overall ,how would you rate the services rendered in pharmacy?

Excellent
Good
Average
Poor
ANALYSIS BASED ON
QUESTIONNAIRE
Ambienceofthepharmacy:
Category No. of
Respondents
Excellent 23
Good 34
Average 30
Poor 13
Total 100

Friendlinessandcourtesyofthestaff:
Category No. of
Respondents
Excellent 17
Good 32
Average 36
Poor 15
Total 100
ANALYSIS BASED ON
QUESTIONNAIRE
Communication&detailingSkillofthepharmacystaff:
Category No. of
Respondents
Excellent 20

Good 35

Average 33

Poor 12

Total 100

Skillandcompetencyofthepharmacystaff:
Category No. of
Respondents
Excellent 14

Good 36

Average 28

Poor 22

Total 100
CONCLUSION
After the keen study of the Apollo Pharmacy of Jaipur it is clear that
the areas in which company has its core competency are Home
delivery, ATM Facility,24 hours services and these categories have
emerging in the market.

As we find through this project that awareness level about Apollo

Pharmacy is not so high because of Apollo Pharmacy hasnt spent
much time in Jaipur.

Apollo Pharmacy is rapidly spreading awareness about its brand

through its quality products and genuine medicines.
SUGGESTIONS
Companys representative should tell the product to their existing
customer, who is loyal for the company.

Improve their promotional activities.

Demand and supply of the all brand.

Competitors activates.

Apollo Pharmacy retail staff

FINDINGS
Betterproductschemesforthecostumerandthedoctors.

Companyreputationinthemarket.

EfficiencyofRepresentativetodetailstheproduct.

Recommendationsofthebrandbythedifferentapproving
authorities.

Top Potential Hospital.

Top Potential Doctors.

LIMITATION OF STUDY
The survey was conducted on questionnaire basis. So everything in
detail was not available.

Only sample of customers are severed because of limited time and

economic constraints.

To get an appointment with Doctors was a huge task due to their

hectic schedules.

Time factor was another big issue sometimes even to get a single
response one has to wait for 1-2 hours and in many cases ended up
with no response.