Consumer healthcare: How to grow with pharma partnership models

Many consumer healthcare manufacturers are pivoting towards a strategic focus on sell-out, shifting away from traditional sell-in driven relationships. This transformation is driven by a desire to foster a deeper engagement with pharmacy partners and optimize sales outcomes. In this article, our Simon-Kucher experts explore partnership models – the option of choice to facilitate this transition by putting the consumer first.

We observe a shift towards sell-out in the consumer healthcare industry

Manufacturers are increasingly recognizing the limitations of the traditional sell-in mindset for their long-term marketing strategy, characterized by high stock pressure and a focus on order placement during sales visits. Outdated systems and cumbersome processes associated with sell-in strategies are simply proving ineffective in today's dynamic market landscape. Instead, there is a growing emphasis on sell-out drivers such as visibility,…