If you are planning to build a career in the pharmaceutical sector, then it is essential to know about the entities first. According to the experts s, distribution is the backbone of a successful pharma business. It showcases the products and them accessible to the clients.
Without a smooth distribution channel, a company can’t survive in the aggressive competition in spite of a fantastic strategy of marketing and promotion.
A Distributor is different from the Wholesaler
What is the role of distributors and wholesalers in the pharma business? Though they share the responsibility of increasing sales, their core responsibilities are different.
He is directly associated with the company or pharma manufacturer. He signs an exclusive agreement, and he is more specific about the work and terms and conditions. He doesn’t contact the consumer directly. He works with wholesalers or retailers only.
The wholesaler is in contact with the distributor and not the pharma company. It buys the products in bulk and resale further after adding the profit. It is the responsibility of a wholesaler to meet retailers. For that, it has a strong network of representatives. The representatives meet pharmacists, clinics, or chemist shops to introduce the products.
Type of distributors
Single-party distributor: These resellers have a small-scale business. They buy products from the manufacturer and sell further. They are in direct contact with the consumers.
Multiple-party distributor: They are big distributors who have various channels to meet their sales targets. They can create a big hype in the market.
Type of wholesalers
Producer wholesaler: It operates in a central place that is usually a busy market area. Thus, more customers get attracted. It offers lucrative deals and discounts. These wholesalers are more focused on showcasing the products. Their strategic role is limited.
Merchant wholesaler: These wholesalers make shipper purchases. They may or may not sell the products directly. The profit margin, in this case, is usually higher.
Agents and brokers: They are appointed to work in specific zones or regions where different demands exist. Products with lesser demands or non-focused products can be sold by appointing agents and brokers. They are discount specialists who can make it possible to make a slow-moving product a fast-moving one. The pharma company fixes the commission rates for them under the mutual agreement.
The success of a pharma business depends on distributors. Based on the specific requirements, the appropriate channel is selected.