{"id":3972,"date":"2025-06-04T12:43:13","date_gmt":"2025-06-04T12:43:13","guid":{"rendered":"https:\/\/assecoplatform.com\/2025\/06\/04\/rozpoczynamy-ekscytujacy-dzien-na-vi-forum-digital-evolution-for-pharma-medical-2025\/"},"modified":"2026-09-04T10:23:45","modified_gmt":"2026-09-04T10:23:45","slug":"rozpoczynamy-ekscytujacy-dzien-na-vi-forum-digital-evolution-for-pharma-medical-2025","status":"publish","type":"post","link":"https:\/\/assecoplatform.com\/pl\/2025\/06\/04\/rozpoczynamy-ekscytujacy-dzien-na-vi-forum-digital-evolution-for-pharma-medical-2025\/","title":{"rendered":"Retail execution w aptekach: czego marka OTC nie widzi"},"content":{"rendered":"\n<style>\n\/* CHG-509 \u2014 Komponent 7 (blog hero v1.5) + szkielet TEMPLATE_BLOG_CASESTUDY_v1.\n   Scoped na wlasne ID wpisu: przy kopiowaniu na tlumaczenie ID MUSI sie zmienic (E6). *\/\nbody.postid-3972 .single-header{display:none !important;}\nbody.postid-3972 .single-content-wrapper{margin-top:0 !important;padding-top:0 !important;}\nbody.postid-3972 .entry-content{margin-top:0 !important;padding-top:0 !important;}\nbody.postid-3972 .entry-content>:first-child{margin-top:0 !important;}\n\n.cs-sec{padding:76px 0;}\n.cs-sec .cs-wrap{max-width:1000px;margin:0 auto;padding:0 24px;}\n.cs-sec--white{background:#fff;}\n.cs-sec--gray{background:#F8FAFC;}\n.cs-sec--dark{background:linear-gradient(135deg,#0B1E3F 0%,#1a2f5a 50%,#0B1E3F 100%);color:#fff;}\n.cs-sec h2{font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 24px;color:#0B1E3F;font-weight:700;}\n.cs-sec--dark h2{color:#fff;}\n.cs-sec h3{font-size:22px;line-height:1.3;margin:30px 0 10px;color:#0B1E3F;font-weight:700;}\n.cs-sec p{font-size:18px;line-height:1.7;color:#334155;margin:0 0 20px;}\n.cs-sec p:last-child{margin-bottom:0;}\n.cs-sec--dark p{color:rgba(255,255,255,0.85);}\n.cs-eyebrow{font-size:14px;letter-spacing:2px;text-transform:uppercase;color:#64748B;margin-bottom:16px;font-weight:600;}\n.cs-sec--dark .cs-eyebrow{color:#94A3B8;}\n.gradient-text{background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;}\n.cs-sec a{color:#4F46E5;text-decoration:underline;}\n.cs-sec--dark a{color:#fff;text-decoration:underline;}\n\n.cs-hero h1{font-size:clamp(32px,4vw,52px);line-height:1.12;margin:0 0 22px;color:#fff;font-weight:700;}\n.cs-hero img{width:auto;max-width:100%;height:auto;max-height:560px;border-radius:16px;box-shadow:0 20px 60px rgba(0,0,0,0.4);display:block;margin:0 auto;}\n.cs-hgrid{display:grid;grid-template-columns:minmax(0,1fr) minmax(0,1.15fr);gap:48px;align-items:center;}\n\/* CHG-509: minmax(0,...) plus lamanie w H1. 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Forum odbywa\u0142o si\u0119 pod has\u0142em \u201ePower Up with AI. Develop omnichannel. Be unique.\u201d Przez dwa dni trwa\u0142y sesje dla brand, product i digital manager\u00f3w.<\/p><p>Wi\u0119kszo\u015b\u0107 rozm\u00f3w na stoisku wraca\u0142a do jednego pytania: jak zmierzy\u0107, czy praca w digitalu przek\u0142ada si\u0119 na sprzeda\u017c, je\u015bli samej sprzeda\u017cy nie wida\u0107? Dla marki lek\u00f3w wydawanych bez recepty (OTC) droga do odpowiedzi prowadzi przez hurtowni\u0119 farmaceutyczn\u0105.<\/p><\/div>\n<div class=\"cs-facts\"><div><div class=\"n gradient-text\">4&#8211;5 czerwca<\/div><div class=\"l\">sz\u00f3sta edycja forum, 2025<\/div><\/div><div><div class=\"n gradient-text\">Warszawa<\/div><div class=\"l\">Courtyard by Marriott, cztery sesje<\/div><\/div><div><div class=\"n gradient-text\">ok. 200<\/div><div class=\"l\">brand i digital manager\u00f3w na sali<\/div><\/div><\/div>\n<p class=\"cs-prov\">Fakty o wydarzeniu i liczba uczestnik\u00f3w pochodz\u0105 od organizatora (digitalpharma.com.pl).<\/p>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--white alignfull\"><div class=\"cs-wrap\">\n<div class=\"cs-eyebrow\">Forum<\/div>\n<h2>Cztery sesje o pracy w digitalu i jedno miejsce, do kt\u00f3rego nie si\u0119gaj\u0105 Twoje dane<\/h2>\n<p>Program mia\u0142 cztery sesje. Pierwsze dwie o AI w codziennej pracy i w kontakcie z klientem oraz o tym, jak przebi\u0107 si\u0119 do klienta. Dwie kolejne o danych i o \u0142\u0105czeniu kana\u0142\u00f3w w jedno do\u015bwiadczenie (omnichannel) oraz o lepszej pracy wewn\u0105trz firmy i z agencjami.<\/p>\n<p>Apteka nie jest kana\u0142em, do kt\u00f3rego marka dociera bezpo\u015brednio. To farmaceuta decyduje, co poleci pacjentowi. Mi\u0119dzy Tob\u0105 a aptek\u0105 jest hurtownia, kt\u00f3rej systemy nale\u017c\u0105 do kogo\u015b innego. Widzisz, co wyjecha\u0142o z magazynu, i niewiele wi\u0119cej.<\/p>\n<p>Producenci FMCG maj\u0105 ten sam problem w handlu tradycyjnym i w\u0142a\u015bnie dlatego <a href=\"https:\/\/assecoplatform.com\/pl\/trade-data-hub\/\">dane sell-out dystrybutor\u00f3w<\/a> s\u0105 osobn\u0105 kategori\u0105 danych. W farmacji jest trudniej, bo o poleceniu produktu wsp\u00f3\u0142decyduje farmaceuta przy pierwszym stole.<\/p>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--gray alignfull\"><div class=\"cs-wrap\">\n<div class=\"cs-eyebrow\">Warunki<\/div>\n<h2>Trzy rzeczy, kt\u00f3rych wymaga <span class=\"gradient-text\">retail execution w aptekach<\/span><\/h2>\n<p>Retail execution, czyli codzienna praca na p\u00f3\u0142ce i w umowie z punktem sprzeda\u017cy, zaczyna si\u0119 we wszystkich trzech przypadkach od problemu z danymi.<\/p>\n<h3>1. Sell-out dystrybutor\u00f3w<\/h3>\n<p>Sell-in m\u00f3wi, co wyjecha\u0142o z Twojego magazynu. Sell-out dystrybutor\u00f3w m\u00f3wi, kt\u00f3re apteki w ostatnim miesi\u0105cu dosta\u0142y Tw\u00f3j produkt i zam\u00f3wi\u0142y go ponownie, a kt\u00f3re przesta\u0142y go zamawia\u0107. Pokazuje te\u017c apteki, kt\u00f3re nigdy go nie prowadzi\u0142y. Hurtownia fakturuje ka\u017cd\u0105 dostaw\u0119, wi\u0119c zapis jest w jej systemach. Tylko \u017ce w tej formie zesp\u00f3\u0142 marki nie mo\u017ce z niego korzysta\u0107: ka\u017cda hurtownia ma w\u0142asny format i w\u0142asne kody produkt\u00f3w, a te same adresy w r\u00f3\u017cnych \u017ar\u00f3d\u0142ach rzadko s\u0105 zapisane tak samo. Nasza platforma danych sell-out dystrybutor\u00f3w, Trade Data Hub, ma pod\u0142\u0105czonych ponad 1&nbsp;600 dystrybutor\u00f3w w 27 krajach, a jej dane obejmuj\u0105 ponad 900&nbsp;000 punkt\u00f3w sprzeda\u017cy w FMCG, farmacji i kategoriach pokrewnych. W samej Polsce dane z hurtowni farmaceutycznych obejmuj\u0105 ponad 70&nbsp;000 punkt\u00f3w sprzeda\u017cy, nie tylko apteki.<\/p>\n<h3>2. Dow\u00f3d na to, co stoi na p\u00f3\u0142ce<\/h3>\n<p>Cz\u0119\u015b\u0107 asortymentu OTC stoi w samoobs\u0142udze, cz\u0119\u015b\u0107 za pierwszym sto\u0142em, poza zasi\u0119giem pacjenta, a to, co gdzie, zale\u017cy od statusu produktu i od rynku. Gdziekolwiek stoi na ekspozycji, zdj\u0119cie zrobione w czasie wizyty i odczytane automatycznie daje zapis: kt\u00f3re z Twoich pozycji by\u0142y na miejscu, ile widocznego miejsca zajmowa\u0142y i czy uzgodniona ekspozycja stan\u0119\u0142a. To ten sam odczyt p\u00f3\u0142ki ze zdj\u0119cia, kt\u00f3ry robimy w handlu spo\u017cywczym. Tu tylko p\u00f3\u0142ka jest mniejsza i g\u0119\u015bciej zastawiona. Odpowiada na pierwsze pytanie brand managera: czy opakowanie, za kt\u00f3rego promocj\u0119 p\u0142acisz, by\u0142o w og\u00f3le widoczne?<\/p>\n<h3>3. Umowa roczna z aptek\u0105<\/h3>\n<p>Przedstawiciel negocjuje z aptek\u0105 umow\u0119 roczn\u0105, rozbit\u0105 na kwarta\u0142y: cele warto\u015bciowe albo ilo\u015bciowe dla pojedynczych produkt\u00f3w, marek albo ca\u0142ych kategorii. Do tego dochodz\u0105 warunki jako\u015bciowe, najcz\u0119\u015bciej ekspozycja i obecno\u015b\u0107 uzgodnionego asortymentu na p\u00f3\u0142ce. Przedstawiciel wype\u0142nia i podpisuje umow\u0119 cyfrowo w czasie wizyty i pilnuje realizacji przez ca\u0142y rok, wi\u0119c luk\u0119 mo\u017cna nadrobi\u0107 jeszcze w tym kwartale, w kt\u00f3rym powsta\u0142a. Co mo\u017ce znale\u017a\u0107 si\u0119 w tych warunkach i jakie wsparcie marka mo\u017ce w zamian zaproponowa\u0107, zale\u017cy od rynku i od statusu produktu. Te granice ustawiasz Ty, w swoich wewn\u0119trznych zasadach. Ten obieg jest cz\u0119\u015bci\u0105 <a href=\"https:\/\/assecoplatform.com\/pl\/sprzedaz-i-realizacja-w-handlu-detalicznym\/\">retail execution<\/a> i opiera si\u0119 na danych sell-out dystrybutor\u00f3w, zdj\u0119ciu p\u00f3\u0142ki i na tym, co przedstawiciel zapisa\u0142 w czasie wizyty. Dzia\u0142a tak samo, gdy wizyty robi agencja, a nie Tw\u00f3j w\u0142asny zesp\u00f3\u0142.<\/p>\n<figure class=\"cs-fig\"><div class=\"cs-row3\"><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/06\/1749036697424.jpeg\" alt=\"Uczestnicy forum rozmawiaj\u0105 z zespo\u0142em Asseco na stoisku podczas VI Forum Digital Evolution for Pharma &amp; Medical w Warszawie.\" width=\"900\" height=\"1200\" loading=\"lazy\"\/><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/06\/1749036697382-1.jpeg\" alt=\"Stoisko Asseco na VI Forum Digital Evolution for Pharma &amp; Medical, widziane od strony cz\u0119\u015bci wystawienniczej.\" width=\"900\" height=\"1200\" loading=\"lazy\"\/><img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2025\/06\/1749036697316.jpeg\" alt=\"Cz\u0119\u015b\u0107 wystawiennicza VI Forum Digital Evolution for Pharma and Medical w hotelu Courtyard by Marriott w Warszawie.\" width=\"900\" height=\"1200\" loading=\"lazy\"\/><\/div>\n<figcaption>Nasze stoisko na forum, Warszawa, 4&#8211;5 czerwca 2025. Zdj\u0119cia: Asseco.<\/figcaption><\/figure>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-sec--white alignfull\"><div class=\"cs-wrap\">\n<div class=\"cs-eyebrow\">Pomiar<\/div>\n<h2>Sk\u0105d wiesz, \u017ce sprzeda\u017c w kwartale naprawd\u0119 drgn\u0119\u0142a?<\/h2>\n<p>Cel ekspozycyjny da si\u0119 sfotografowa\u0107, wi\u0119c rozstrzyga zdj\u0119cie. Wszystko inne w umowie z aptek\u0105 wida\u0107 p\u00f3\u017aniej i po\u015brednio. Dlatego liczy si\u0119 jedna miara: sell-out dystrybutor\u00f3w w przeliczeniu na jedn\u0105 aptek\u0119, \u015bledzony miesi\u0105c do miesi\u0105ca i czytany na tle aptek o podobnym profilu. Nie wska\u017ce jednej przyczyny, ale poka\u017ce kierunek, i to wystarczy: przed zamkni\u0119ciem kwarta\u0142u wiesz, kt\u00f3re umowy si\u0119 domykaj\u0105 i do kt\u00f3rych aptek trzeba pojecha\u0107.<\/p>\n<p>W tym kanale najwi\u0119cej wa\u017cy rekomendacja farmaceuty, a nie zapisze jej ani zdj\u0119cie, ani faktura. Ta cz\u0119\u015b\u0107 pracy zostaje przy Twoich ludziach i w\u0142a\u015bnie dlatego warto da\u0107 im liczby konkretnej apteki, zanim wejd\u0105 do \u015brodka.<\/p>\n<\/div><\/section>\n\n\n\n<section class=\"cs-sec cs-cta alignfull\"><div class=\"cs-wrap\">\n<h2>Sprzedajesz przez apteki?<\/h2>\n<p><a class=\"cs-btn\" href=\"https:\/\/assecoplatform.com\/pl\/skontaktuj-sie-z-nami\/\">Porozmawiajmy &#8594;<\/a><\/p>\n<p class=\"cs-foot\">Asseco Business Solutions od ponad 30 lat tworzy oprogramowanie do egzekucji handlowej i do pracy na danych od dystrybutor\u00f3w dla producent\u00f3w d\u00f3br konsumenckich, w tym dla marek farmaceutycznych i OTC.<\/p>\n<\/div><\/section>\n\n\n\n<script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"BlogPosting\", \"headline\": \"Retail execution w aptekach: czego marka OTC nie widzi\", \"description\": \"Marka OTC widzi, co wys\u0142a\u0142a do hurtowni. Rzadko widzi, kt\u00f3ra apteka to sprzeda\u0142a. Trzy rzeczy, kt\u00f3re domykaj\u0105 t\u0119 luk\u0119.\", \"image\": \"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/09\/pharmacy-sell-out-visibility-gap.webp\", \"inLanguage\": \"pl-PL\", \"datePublished\": \"2025-06-04\", \"dateModified\": \"2026-09-04\", \"author\": {\"@type\": \"Organization\", \"name\": \"Asseco Business Solutions\"}, \"publisher\": {\"@type\": \"Organization\", \"name\": \"Asseco Platform\", \"url\": \"https:\/\/assecoplatform.com\/\"}, \"mainEntityOfPage\": {\"@type\": \"WebPage\", \"@id\": \"https:\/\/assecoplatform.com\/pl\/2025\/06\/04\/rozpoczynamy-ekscytujacy-dzien-na-vi-forum-digital-evolution-for-pharma-medical-2025\/\"}}<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Wydarzenia Czego nie widzisz mi\u0119dzy hurtowni\u0105 a p\u00f3\u0142k\u0105 w aptece Mieli\u015bmy stoisko na VI Forum Digital Evolution for Pharma &amp; Medical w Warszawie. Forum odbywa\u0142o si\u0119 pod has\u0142em \u201ePower Up with AI. Develop omnichannel. Be unique.\u201d Przez dwa dni trwa\u0142y sesje dla brand, product i digital manager\u00f3w. Wi\u0119kszo\u015b\u0107 rozm\u00f3w na stoisku wraca\u0142a do jednego pytania: [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":10099,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[78],"tags":[108],"class_list":["post-3972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-konferencja","tag-pharma-pl"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Retail execution w aptekach: czego marka OTC nie widzi<\/title>\n<meta name=\"description\" content=\"Marka OTC widzi, co wys\u0142a\u0142a do hurtowni. Rzadko widzi, kt\u00f3ra apteka to sprzeda\u0142a. 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