PHARMACY SALES MONITORING IN THE UZBEKISTAN MARKET: NEW PRODUCT FROM PROXIMA RESEARCH

Today, the pharmaceutical market in Uzbekistan is focused on analyzing Sell In data. However, starting in early 2024, Proxima Research launched a new Sell Out product. It became the first company to provide analytics based on sales data from pharmacies, rather than shipments to pharmacies. 

Sell Out data allows you to get the most accurate and complete report on sales of goods from pharmacies, providing information about the direct sale of goods to the end consumer. 

Sell Out provides: 

• Clarity in the process of product movement in the supply chain
• Control over the implementation of products in the retail segment
• Accurate information on the dynamics of demand for certain product items
• Understanding of market conditions
• Tracking competitor sales

Sell Out data provides a much more comprehensive picture of the market compared to Sell In data

In particular, analyzing Sell Out data allows market participants to understand general market trends, dynamics of category, segment, and competitive group development. All this allows for a quick response to market changes, effective sales and marketing management, evaluation of the field service effectiveness based on data on actual sales from pharmacies. 

To audit retail sales, a unique data calculation model is used: extrapolation of data from the universe sample (35% of the universe) to the universe of all existing pharmacies in the country (14,000 pharmacies). The permissible error is within 7-8%. 

The Sell Out product also provides the ability to analyze changes in retail sales volumes according to 4 indices: 

• Substitution index, characterizes the change in sales volume due to a change in the volume of sales in packages and a redistribution of consumption to more expensive/cheaper goods
• Inflation index, characterizes the change in sales volume due to a change in price
• Price elasticity index, characterizes the influence of price changes on the choice of a product
• Innovation index, reflects the change in sales volume due to the entry of new products into the market

Analysis of these indicators makes it possible to identify the factors of growth and decline of the market, category or specific product. 

Market participants can also monitor the PRT penetration indicator (numerical and weighted) – which characterizes the share of pharmacies where the fact of sale of the selected product has been recorded for a certain period. 

In addition to tracking sales from pharmacies, the Sell Out product also allows you to track the remnants of a particular product in pharmacies. This makes it possible to monitor the availability of drugs practically in real time in any geographical context in any pharmacy/chain participating in the project. 

Such data allows for a quick response to demand and optimization of inventory to avoid autofstock and overstocks. 

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