Strategy for Behavioural Change

The Context

Existing direct-to-pharmacy sales strategies were underperforming against changing pharmacist behaviour
The challenge: develop new approaches that could genuinely influence purchasing decisions at the pharmacy counter
Success required understanding pharmacists as buyers — with distinct needs, motivations, and resistance points — not just as a channel

The Challenge

Map pharmacist needs, attitudes, and purchasing behaviours across different pharmacy models
Identify the weaknesses, gaps, and untapped opportunities in the current direct-to-pharmacy approach
Uncover what actually drives change in pharmacist buying decisions — and where the sales model was leaving value on the table

The Journey

Mini groups conducted with practising pharmacists — creating peer-to-peer dialogue that surfaces real attitudes rather than rehearsed responses
Specialist recruitment across both independent pharmacists and banner/buying group pharmacists — capturing the full spectrum of purchasing structures and decision-making dynamics

The Results

A rich typology of pharmacist buyer types — profiling key attitudes, motivations, and behavioural drivers across independents and groups
Fully developed buyer personas, ready to brief and train the sales force
Clear identification of the key success factors for a high-performing direct-to-pharmacy model
A strategic foundation for targeted messaging, sales approach, and channel prioritisation

← Back to Case Studies

Interested in Working With Us?

Get in touch to find out how Ruby Cha Cha can help your business. Drop us a line at info@rubychacha.com.au or get in touch.