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It is already widely accepted that Image Recognition helps solve problems at visited POSs, no matter whether you sell food, beverages or cosmetics. However, some market segments in consumer goods require adjustments to the tool for particular needs. The pharmaceutical industry is a perfect example of this. It has its own rules, regulations and specifications. Image Recognition must take all of these into account if you want it to play its full role effectively and efficiently.

Image Recognition is a rapidly evolving technology implemented by more and more consumer goods companies globally. Manufacturers apply it to increase analytical capability and improve decision-making. Image Recognition works exceptionally well when combining its ability to collect shelf data more efficiently with AI-powered analytics to generate actionable insights. In turn, field users can draw on these and improve the quality of their execution to boost the performance of your products on the shelf.

Mass market rules

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All of the above applies entirely to any FMCG company and most pharma organisations in mass market categories. Image Recognition is an excellent option for them to digitise data collection and better manage distribution, display, promotion or contracts.


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However, collaboration with pharmacies, whether independent or part of a network, comes with its own set of challenges. In the shelf-check process, you need to consider things like regulatory compliance, the unique layout of the pharmacy and its special displays, secondary placements, different ways to display a given product (side or front, partially hidden by a pusher, etc.), and some technical obstacles occurring during picture-taking (for instance, locked displays, glass windows) etc.

Independent pharmacies also pose the challenge of a highly fragmented market in terms of agreements, processes, standards and execution quality.

Why is Image Recognition adjusted for the pharmaceutical industry so important?

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According to the “Pharma 2020: Marketing the future” report issued by PricewaterhouseCoopers*, pharma companies who want to succeed must transform their marketing and sales functions. The role of the traditional sales representative is evolving into a more consultative one. The industry has a much greater need for people with the expertise to build brands and manage a network of external alliances and who are capable of collecting both qualitative and quantitative information to formulate recommendations. Image Recognition combined with the right analytical engine can help sales representatives take on the responsibilities coming with their new role.

* Source: “Pharma 2020: Marketing the future” published by PricewaterhouseCoopers.

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