{"id":22513,"date":"2020-09-24T12:08:38","date_gmt":"2020-09-24T12:08:38","guid":{"rendered":"https:\/\/www.pharmamanage.gr\/2020\/09\/24\/the-shop-front-in-the-pharmacy\/"},"modified":"2024-02-01T16:18:21","modified_gmt":"2024-02-01T14:18:21","slug":"the-shop-front-in-the-pharmacy","status":"publish","type":"post","link":"https:\/\/www.pharmamanage.gr\/en\/the-shop-front-in-the-pharmacy\/","title":{"rendered":"The Shop-front in the Pharmacy"},"content":{"rendered":"

Communication according to the ethical rules <\/strong><\/p>\n

Communication with discretion is the first concern when developing a shop-front in a pharmacy.<\/p>\n

The shop-front is a window, which reflects this particular store and displays on the outside what is happening inside.<\/p>\n

Creativity and aesthetics certainly contribute to attract the attention of the customer, but not everything is allowed, in order to remain within the framework of pharmaceutical legislation.<\/p>\n

What messages can be displayed in the showcase?<\/strong><\/p>\n

According to the Public Health, pharmacy shop-fronts and places designed to be visible from the outside, can only be used to present activities that are legal for practice in pharmacies.<\/p>\n

The pharmacist can thus use his shop windows to promote an event, signal a promotional action, spread a public health message, etc.<\/p>\n

What is the preparatory work?<\/strong><\/p>\n

Before starting a creative and aesthetic process, it is necessary to set the desired target. What do you want to express?<\/p>\n

What message do you want to communicate?<\/p>\n

Why?<\/p>\n

By whom?<\/p>\n

In order not to miss the target, it is better to play it simple, providing only the basic message.<\/p>\n

The transit time of a customer in front of a shop window is very short, averaging 6 seconds.<\/p>\n

The reading time, measured from the moment the person stops, is in the range of 30 to 40 seconds.<\/p>\n

The message must therefore be clear in order to be quickly understood.<\/p>\n

What are the customer offer limits?<\/strong><\/p>\n

The Public Health Code prohibits pharmacists from using their showcase to attract customers.<\/p>\n

Attracting customers is inherent in any business.<\/p>\n

However, aggressive advertising messages are unethical, such as posters that are large in size relative to the size of the shop-front, fluorescent banners with messages such as “Lower Prices” or “Discounts”.<\/p>\n

\"The<\/p>\n

How is the pharmacist exposed to in case of aggressive advertising?<\/strong><\/p>\n

It all depends on the approach that a particular Regional Council of a Pharmaceutical Association can take to advertising and competition, and whether the proceedings are conducted by the President of that council (guarantor of the general interest of the profession) or by a competitor pharmacist who considers the action personally abusive.<\/p>\n

The sanctions imposed are disciplinary.<\/p>\n

They rarely involve a ban on practice and are therefore mostly limited to warning or reprimanding.<\/p>\n

Is it mandatory to show prices?<\/strong><\/p>\n

This is an obligation and also an advantage for sale, regardless the price level of the products on display.<\/p>\n

What is the disadvantage of banner advertising and corporate advertising materials in general?<\/strong><\/p>\n

The exclusive and continuous use of the advertising material of the companies in the shop-front, deprives the pharmacy of a strategic communication space.<\/p>\n

How to communicate the message?<\/strong><\/p>\n

The message conveyed by a shop-front is not just its decoration.<\/p>\n

It must accompany the consumer indoors.<\/p>\n

In addition to visual reminders with postcards or digital messages, an informed and trained team is required and the products on display.<\/p>\n

A showcase is effective if it is combined with the appropriate communication on the service counter.<\/p>\n

How often should it be renewed?<\/strong><\/p>\n

The showcase must create an interaction.<\/p>\n

So we always need something new. It is estimated that after four to five passes, the messages in the window are no longer interesting to the customers.<\/p>\n

The lifespan of a showcase also depends closely on the location of the pharmacy.<\/p>\n

In very commercial areas, the shop-fronts can be renewed every two weeks.<\/p>\n

In a mall, every month.<\/p>\n

In any case, remember that your showcase is a direct communication space that operates 24 hours a day, even when your pharmacy is closed.<\/p>\n

www.PharmaManage.gr\/en\/<\/a> <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Communication according to the ethical rules Communication with discretion is the first concern when developing a shop-front in a pharmacy. The shop-front…<\/p>\n","protected":false},"author":32,"featured_media":22509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_lmt_disableupdate":"","_lmt_disable":"","cybocfi_hide_featured_image":"","footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_bluesky_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[377],"tags":[],"class_list":["post-22513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-omnichannel-marketing-merchandising"],"acf":[],"yoast_head":"\nThe 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