- 4 de janeiro de 2018
- Posted by: Assessoria Imprensa
- Category: Artigos, Destaques, Geral

Primeiro ponto a ser levado em consideração é que, atualmente, os consumidores que vão às compras em uma farmácia são muito exigentes do que eram tempos atrás – eles já chegam ao PDV sabendo o que querem, possuindo exigências extrapolam a proximidade física e levando em conta pontos como atendimento de qualidade, preço de produtos, comodidades e programas de fidelização.
Por isso, para a realização de bons negócios, uma varejo farmacêutico deve se preocupar com diversos aspectos que garantirão o retorno dos clientes. Mas quais são eles? Alguns deles estão na pesquisa “Comportamento do consumidor na hora de escolher farmácias”, realizada pelo Instituto Febrafar de Pesquisa e Educação Continuada (IFEPEC).
Os dados que foram apresentados no primeiro semestre de 2016 apontam os principais critérios considerados na hora da escolha do local da compra de medicamentos:
- 94% analisa preços
- 84% localização
- 80% atendimento
- 49% estacionamento
- 32% meios de pagamento
- 21% aceitação de PBM (programa de desconto)
- 11 % entrega de produto em casa.
Assim, fica claro para o empreendedor do ramo farmacêutico que se deve tomar algumas medidas para fidelização, por isso, detalhamos algumas dicas sobre os aspectos citados:
Localização – o sucesso de um empreendimento precede sua abertura. O recomendável é que se estabeleça um estudo prévio que possibilite a obtenção de um local privilegiado para atuar, analisando, por exemplo, números de pessoas que passam nas ruas, dentre outros detalhes. Nessa hora, é preciso paciência e planejamento, pois um ponto correto vai agregar muito no sucesso, enquanto um ponto errado é praticamente meio caminho para o fracasso.
Preços – hoje, o público possui muitas ferramentas para realizar pesquisas, sendo assim, ter um preço competitivo é primordial. Torna-se necessário para o empreendedor do ramo farmacêutico buscar alternativas para se destacar, e uma que se mostra de grande sucesso é o associativismo, obtendo maior força nas negociações, podendo, assim, repassar os descontos aos clientes.
Programas de fidelização – nunca os famosos cartões de fidelidade estiveram tão na moda. Os consumidores precisam se sentir especiais, se tornando de extrema importância que estabeleça algum tipo de clube de vantagens. Contudo, é imprescindível cautela para que esses benefícios ocorram de forma ordenada; para isso, são necessárias ferramentas.
Capacite seus atendentes – é importante uma equipe qualificada, lembrando que, para uma boa venda, é fundamental conhecer o assunto com a maior profundidade que puder, esclarecendo dúvidas que possam aparecer e melhorando o diálogo com o cliente. O atendente não pode ser tímido e a prática deve ser constante.
Busque facilidades – se preocupe com o acesso de seus clientes e com a disponibilização dos produtos em sua loja, fazendo com que estejam adequadamente visíveis. Também se preocupe em como o cliente chegará a loja, buscando espaço para estacionamento e, caso não tenha, criando convênios.
Supere as expectativas – busque sempre inovar e se atualizar, a quebra positiva da expectativa do cliente é uma forma quase certeira de fazer com que ele volte, por isso, busque estar em constante contato com o que existe de mais moderno no mercado.
Fonte: Ângelo Vieira, diretor operacional da Farmarcas.
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