The Pharmaceutical Journal Vol 263 No 7072 p813
November 20, 1999 Business

"Work with us, we can help," says SSL

SSL International Plc is targeting the community pharmacy market with a new merchandising sales force as it tries to increase sales of its Scholl footcare and Durex family planning ranges. Speaking to The Journal recently, Mr Brian Ruane (United Kingdom sales director, SSL) said: "We want community pharmacists to work with us because pharmacies are ideally placed to take up the premium priced end of the footcare and family planning markets, especially when other retailers are competing on price. These markets are neglected in pharmacy, but they are areas of substance and potentially embarrassing purchases which are better dealt with in pharmacies." SSL now has a dedicated pharmacy sales force. This consists of 18 representatives, nine merchandisers and a national accounts manager dealing with small multiples.

Brian Ruane: footcare and family planning are purchases better dealt with in pharmacies

The merchandisers are to concentrate on restocking and arranging display stands for Scholl and Durex products, which are often displayed close together. Mr Ruane said that these displays needed regular attention in order to maximise sales. The work undertaken by the merchandisers would be one less thing for pharmacists to worry about. The merchandisers would make recommendations to pharmacists about stock and place orders if required. It is also planned that they would be talking to and training pharmacy assistants. A pilot project of training in footcare was planned to start next year. The team started work on November 1.
Mr Ruane said that the company was aiming to increase the number of independent pharmacies to which the Scholl and Durex ranges would be actively promoted from around 2,500 at present to closer to 4,500.
"We expect to see the benefits of this new approach by next summer, if pharmacy is willing to work with us."
Since the merger of Seton Scholl and London International Group in May this year, SSL has re-organised its business to separate out its UK operations from its head office business. Mr Ruane and Mr Ian Adamson (UK marketing director, SSL) now head up the UK business. This has moved to new offices about one mile from the group head office at Knutsford, Cheshire. Sales in the UK accounted for 39 per cent of the group's £642.4m pro-forma sales for 1998-99. Mr Dieno George, formerly managing director of Seton Scholl, has taken up the role of group managing director, corporate development, with an overview of marketing, business development and strategy.
One area all companies are having to look at in terms of corporate development is e-commerce and the internet. Mr George said that SSL was working on its strategy. In general, Europe was still trying to catch up with the United States in terms of e-commerce. From SSL's point of view it was something which needed to be addressed at group level.
"We will have to become internet experts," he said, "but we have to be careful here. Our pharmacy customers would undoubtedly take a dim view if we started selling directly to consumers.
"However, selling some products, such as catheters, continence sheaths and so on, could be done well over the internet. Condoms are also being sold over the internet because of the embarrassment factor."