Loyalty Marketing in the Pharmaceutical Industry

By Anna Sophie Gross Mar 3, 2016

In this article we cover the pharmaceutical sector, an industry that has the potential to make a variety of audiences loyal, as well as stimulate numerous behaviors.


Many people incorrectly believe that because a member of staff is already part of a company he or she does not need to be included in a loyalty strategy. By making workers loyal companies create satisfaction and, consequently, improve day-to-day performance. This strategy can also increase employees’ willingness to get involved in training. Including a member of staff in an incentive program is one way to make them happy and enable them to constantly grow and flourish within the institution.

Distribution channels and Sales Points

Medical distribution channels, such as pharmacies and drug stores, work for innumerous laboratories. Generally, it is through these channels that customers have contact with a company. It follows therefore that they opt to give greater visibility and prioritize products which guarantee greater advantages to them. For this reason, it’s important to form relationships geared towards these channels.

Advertisers and Representatives

Every laboratory has advertisers and commercial representatives who visit doctors to disseminate products and new medicines from the laboratory’s portfolio. Advertisers put the majority of products in contact with doctors, who in turn have the power to prescribe them to patients. Developing incentive programs geared towards representatives can increase the number of visits made, which equates to greater effort invested towards reaching goals.


Doctors are the party responsible for circulating products from pharmaceutical laboratories in the market.  Directing a loyalty strategy towards doctors means incentivizing product recommendations, prescriptions, participation in company congresses and fairs, as well as the production of educational material. But don’t forget to focus on the quality of your product, because no doctor would recommend low quality medicine simply to maintain a good relationship with a laboratory.


The final consumer is always the main focus of a company; in this case - the patient, and they are always searching for benefits. Point accumulation strategies for future discounts, invites to participate in events, and the creation of programs to promote health, are all examples of good ways of applying loyalty marketing towards patients.

Customers choose products based on their quality, price and the service offered by a company, amongst other factors. Applying innovative loyalty marketing methods to each of the different sectors in contact with your institution will affect their perception of you and determine whether or not they decide to continue buying from you in the future.

This blog post was created in partnership with ValueNET, our sister-company which offers specialized consultancy in the loyalty market and uses Fielo technology to create, implement and manage loyalty programs and strategies.