Trade Marketing Guides for Pharma and Consumer Health

Trade marketing is the half of marketing that faces the customer who sells your product rather than the person who uses it. In pharma and consumer health that customer is usually a pharmacy chain, a distributor or an online store, and the work is about listing, visibility, terms and joint plans that make the product easy to find and worth stocking.

Start with the main guide, which explains what trade marketing is, how it differs from brand marketing and how it works in pharmacy. The role and template guides are for the people doing the job: what a trade marketing manager owns, and a plan you can copy. The channel guides go one level down into pharmacy key accounts, category management with a chain, and the online shelf, where retail media now takes a growing share of the trade budget.

The merchandising and planogram guides sit in their own hub, linked below, because they deal with the shelf itself.