Home Standard Operating Procedures Marketing Dept. Reference Distribution Channels Distribution Channels: Supplements Supplements: Doctors

Supplements: Doctors

Updated 2 yrs ago | 19 minutes

Overview

Doctors play a unique role in the sales of our AdvaLife products which vary from country to country. In some countries, often developing countries, our distributors focus on making relationships with doctors who recommend, or “prescribe” our AdvaLife products for addressing health issues that can be addressed with supplements instead of medicines. Of course, doctors or pharmacists do not technically “prescribe” supplements, but they will recommend, and often the pharmacy inside the clinic or pharmacy will sell the same product on-site. In this case, the product is still selling through the pharmacy channel, so the doctor is not directly selling the product. However, it is possible that doctors in some countries might directly sell supplements, but it is not common.

In other countries, doctors are not active in the distribution of supplements. They might recommend or suggest their patients to take a supplement, but will not advise which brand or where to purchase it. This is more common in developed countries in which the population is generally better informed.

Our distributors will approach doctors and attempt to convince them of:

1. The credibility of AdvaCare

2. The quality of our products

3. Recommending our products to patients

Point 3 is a bit of a gray area because doctors have an ethical responsibility, which is why they cannot sell our products directly, but rather “recommend”, or in so many words “prescribe” our products to be bought at a pharmacy that usually is inside the clinic or hospital. Regardless, doctors still have to be confident in the quality of products as they do want the products to be effective, and of course do not want any adverse effects for their patients. Therefore, we must support our distributors to convince doctors that our products can be trusted, so in addition to the price offered by our distributor, credibility of our brands is an equally important deciding factor.

Product Range: Which products apply to this channel and why?

Our entire supplement range is positioned for doctor recommendations. Some products (nutrients) and dosage forms are more suitable for doctor recommendations than others. For example, it is more likely a doctor is going to be recommending an Omega-3 or CoQ10 supplement for heart health, or Probiotic for digestive health, over that of a beauty supplement.

Note: Most clinics and hospitals will have an in-house (internal) pharmacy that sells supplements, but in this case a sale by this route would be considered through the pharmacy channel and NOT the clinic/hospital channel.

The following dosage forms in our supplement range are distributed through the pharmacy channel, but by recommendation of doctors:

SUPPLEMENTS RECOMMENDED BY DOCTORS
TABLETS	Tablets are solid dosage forms made by compressing powdered or granulated supplement formulations and can be in various shapes and sizes, including round or oval. Tablets are swallowed or chewed and dissolve in the digestive system to release the active ingredients. Tablets are the most common form of supplements and also most often recommended by doctors given the scope of products available and ease of administration.
Coated/Uncoated Tablets (swallowable)	Tablets can be uncoated or coated, depending on the release rate of the ingredients.
Caplets	Caplets are tablets in which the shape resembles a capsule. Caplets are designed for easier swallowing due to the shape, and are usually coated which also aids in swallowing.
Chewable Tablets	More palatable and easier to consume, specifically for people who have difficulty swallowing. Usually preferred over swallowable tablets and more marketable.
CAPSULES	Capsules are cylindrical or oval-shaped shells made of gelatin or vegetable-based material that contain the powdered form of the supplement. Capsules are swallowed whole and dissolve in the digestive system to release the active ingredients. Capsules typically look nicer than tablets as the shell of the capsule can be chosen to match the intended use, but are usually slightly more expensive as the capsule shell cost is added to the production cost. Same as tablets, capsules are also commonly recommended by doctors , usually without preference for one over the other.
SOFTGELS	Softgels are capsules with a gelatin or plant-based soft shell that contain a liquid or oil-based supplement formulation. Softgels are easily swallowed and typically provide better absorption of fat-soluble nutrients. Softgels are generally more expensive than tablets and capsules, but also more marketable for reasons mentioned.
GUMMIES	Gummies are chewable supplement made from gelatin or plant-based pectin that have a soft and chewy texture. The color and flavor can be customized to suit the intended use of the formulation, making gummies highly marketable and popular. Gummies are especially suitable for children and people who have difficulty swallowing, or just prefer a better tasting supplement form. Although gummies can give the impression of a candy more than a serious supplement, these are still recommended by doctors, especially for children .
EFFERVESCENT TABLETS	Effervescent tablets are a type of tablet that is designed to rapidly dissolve in water, creating a fizzy or effervescent solution. The flavor and dissolving effect creates a sparkling, flavored drink which is preferred by people who prefer to drink instead of chew or swallow. Effervescents are a niche product, yet highly marketable given a solid form can be turned into an enjoyable liquid form. Effervescents are more suitable for retail sales as the scope of products is relatively small.
POWDERS	Powders are mixed with water, juice or other liquid to create a drinkable solution that can be measured and flavored. Powders are unique from other liquid forms due to the mixability with liquids other than water, for example smoothies or any liquid of choice. Especially popular for probiotics and kids or elderly people who prefer to drink instead of swallow.
SYRUPS	Syrups are a liquid form that is thick and viscous, suitable for children and people who have difficulty swallowing. Syrups are especially popular for children as most formulations are specifically for this age group. Syrups have the best taste masking of all liquid forms as the flavors are usually sweetened. Especially popular for children, doctors often recommend for various intended uses.
DROPS	Oral drops are concentrated liquid in a small bottle with a dropper. Oral drops can be flavored (but are often unflavored) and mixed in water or other liquid, or administered directly under the tongue for better absorption. Oral drops are a more versatile liquid form preferred by some people who have difficulty swallowing or want various options for administration. Specific for certain uses and scope of products is limited, but some doctors prefer drops because of absorbability.
BY HEALTH CATEGORY
GENERAL HEALTH	Supplements for general nutrition and various health needs. The largest, most broad health category. Any supplement that does not fit into the other categories falls within General Health.
CONDITION SPECIFIC	Specialty supplements formulated to target defined health goals. Formulations with many ingredients that work together, such as for heart health, immunity, liver health, sleep support, prenatal, etc. Some formulations are generic, others are our proprietary formulations. Can be very marketable, but require more marketing as the conditions might be niche and consumers are not familiar with our brand.
VITAMINS & MINERALS	Any product that is a single vitamin mineral, or can be a combination of a few or more. Some examples include Vitamin C, Vitamin D3, Multivitamin, Calcium, Vitamin B Complex, Zinc, etc. Often more basic products that are popular and have demand, but highly competitive given so many competitors producing the same product without differentiation.
HERBAL FORMULATIONS	Herbal products are more mainstream, but a bit more niche. Some products are a single herbal or natural extract, while others are a combination of different herbal extracts. Products in the other health categories might contain an herbal extract but might not be included in this health category. Some examples include Garlic Oil, GInseng Extract, Cranberry Extract + Vitamin C + E, Flaxseed Oil, etc.

Target Audience

B2B: Primary Target Audience

Although doctors are not technically distributing our AdvaLife products, they are facilitating sales, usually through the pharmacy channel. However, doctors can only see so many patients in a day, and therefore cannot recommend large volumes of supplements to meet our MOQ per product. Likewise,the pharmacies the doctors direct the patients to to purchase our products, also cannot purchase such large quantities to meet our MOQs. Instead our distributors will form relationships with doctors who push our product sales in the pharmacy channel, and these pharmacies will purchase through domestic distributors.

See:

Distribution Channels: An Overview > Pharmacies/Retail Stores > Why don’t pharmacies buy directly from AdvaCare?

These distributors are our customers, the direct purchasers of our pharmaceutical products, and therefore our primary target audience.

See:

Distribution Channels: An Overview > Distributors

B2B: Secondary Target Audience

Although doctors are not technically a channel, given that they are not directly purchasing or selling our products, they are important in the supply chain because they are a significant driver of sales to pharmacies, as well as provide invaluable credibility for our AdvaLife brand. Therefore, in this special case, we consider doctors as a distributor channel.

Doctors are usually not allowed to sell products directly to patients in many countries, but it is possible, although not common, with supplements given that these are food products and not prescription drugs.

In developing countries, patients often rely on the recommendation of doctors for addressing illnesses or diseases that do not require medicine, or a supplement that can complement the use of a medicine. Therefore, as a target audience, doctors must be convinced of the following, in order of importance:

1. Quality: The efficacy and quality standards of AdvaLife products must be effectively explained to doctors to convince them to begin recommending or selling our supplement products. Likewise, the doctors must see positive outcomes of their patients after taking our supplements.

2. Availability: If our distributor keeps our product well stocked, our products will remain fresh in the mind of doctors when they recommend our AdvaLife brands. If the doctor can rely that our brands will be available, they will continue to recommend the same brands.

3. Relationship with the distributor: It is important that our distributors keep a close relationship with doctors to keep our products relevant, which is where promotional materials are especially effective. The relationship is a sensitive one given that most country’s health agencies (FDA, MOH, etc.) try to prevent bribery, but each country has different regulations controlling the relationship. However, distributors are allowed to provide small promotional gifts to doctors with the purpose of keeping our company and brands relevant.

4. Price: Doctors usually do not care about prices, as this is for the pharmacies to decide, but doctors in most of our middle-low income target markets are well aware of the financial limitations of their patients, and will often recommend affordable brands, such as AdvaLife products, opposed to expensive imported products (usually big companies such as GNC, Nature Made, Nature’s Bounty, etc.). Therefore, it is important that AdvaLife brands stand out as a “first amongst equals” when compared to competitor brands.

Once a doctor recommends our products to patients, and it is perceived effective, the doctor will continue to recommend that their in-house or external pharmacy continue to order the same products. And if the doctor has a relationship with our distributor, a pharmacy might be introduced that will further expand the distribution network for our AdvaLife products.

B2C

Doctor’s patients are the end users of our AdvaLife products. They rely on the doctor to provide effective and trustworthy product recommendations. Therefore, it is important that we also convert the patient to become believers in AdvaLife products so that they continue to trust and purchase the same product, and try other AdvaLife products, as well as spread word of our products to family and friends. Gaining the trust of the patient is crucial for brand building.

Supply Chain

Doctors are the second or third to last stage in the supply chain before the product is used by a patient or consumer:

API Manufacturer > Finished Manufacturer > AdvaCare > Distributor/Importer > [Sub-Distributor] > Doctor > [Pharmacy/Retail] > End Consumer (patient/consumer)

See:

Distribution Channels: Introduction > Understanding Supply Chains

Promotional Materials: Which materials apply to this channel and why?

The kind of promotional materials we produce for our distributors to provide to doctors should be based on what role the doctor plays in the supply chain between the distributor and patient/end consumer. It is important to always keep in mind that the doctor is not technically “selling” our products, and therefore are cautious to not overtly advertise the same way a pharmacy or retail store would. Instead, a doctor would be “recommending” AdvaLife products in which some printed promotional materials, especially those educating patients, and gifts for doctors would be the most suitable materials to promote AdvaLife products.

The B2B, B2C, Distributor Sales Dept. channels reflect not for whom the specific promotional item is targeting, but instead to which channel it is provided to. Symbol “(TA)” and Context explains for whom each item is targeting:

✔ = Promotional item provided to this channel.

Who will receive this promotional item?

✘ = Promotional item not provided to this channel.

Who will not receive this promotional item?

❔ = Promotional item might/could be provided to this channel.

Who might or might not receive this promotional item?

(TA) = Intended Target Audience for this channel.

Who is targeted to see this promotional item?

PROMOTIONAL MATERIALS FOR DOCTORS
Printed Materials
Promotional Item	B2B	B2C	Distributor Sales Dept.	Description
Poster and Signage	✔	✘ (TA)	✘	B2B: Signage, such as wall posters, should serve to primarily educate patients on health conditions, use of products, or other helpful tips that would make the clinic or hospital that the doctor is in want to display such a poster. Secondary purpose is for brand awareness of AdvaCare and possibly our distributor, but must make a clinic/hospital want to display such signage. This secondary purpose is usually combined with the primary purpose in the same poster/signage. B2C: Does not apply, only for retail purposes to promote product or brand.
Window Signage	❔	✘ (TA)	✘	B2B: Window signage is less common for clinics and hospitals, but could be possible if requested by our distributor. Purpose is same as Posters and Signage . B2C: Does not apply, only for retail purposes to promote product or brand.
Flyer / Pamphlet	✔ (TA)	✔ (TA)	✘	B2B: Flyers, pamphlets and brochures for our distributors to give to doctors to promote AdvaCare and our products. Purpose is to prove credibility and convince secondary target audience to buy AdvaCare products. B2C: Flyers, pamphlets and brochures serve to educate patients on the product or health condition, but challenge is budget usually limits the quantity that we can print. For example, if there is a quantity of 10,000 boxes of a tablet product, budget might only allow 2,000 flyers.
Shelf Wobbler	✘	✘	✘	B2B/B2C: Does not apply to doctors in hospitals or clinics, only for retail purposes on a shelf.
Aisle Signage	✘	✘	✘	B2B/B2C: Does not apply to doctors in hospitals or clinics, only for retail purposes on a shelf.
Standing Banners	✔	✘ (TA)	❔	B2B: Signage, such as large standing posters, should serve to primarily educate patients on health conditions (more likely), use of products (less likely), or other helpful tips that would make a hospital want to display a large standing poster. Secondary purpose is for brand awareness of AdvaCare and possibly our distributor. B2C: Does not apply to clinics or hospitals, only for retail purposes to promote product or brand. Distributor: Can use for seminars, trade shows or other events.
Notepad / Notebook	✔ (TA)	✘	❔	B2B: Notepads are cheaper, while Notebooks are more expensive. Both are usually given to doctors in hospitals and clinics. Both are effective for brand awareness given it is useful and branding is on every page. Distributor: Can use but in small quantities.
Sticky Note	❔ (TA)	✘	❔	B2B: Inexpensive and widely used, but perhaps not so useful for a doctor, could be better suited for staff. Effective for brand awareness given it is useful and branding on every page. Distributor: Can use but in small quantities.
Calendar	✔ (TA)	✘	✘	B2B: AdvaCare branded calendars are usually printed annually around July of every year and sent out in advance for the following year. Very strong brand awareness as it is used for a full year, it puts our products and brands in the user’s face for a long period of time.
Catalog	✔ (TA)	✘	✘	B2B: Distributor gives to doctors to showcase our products for that market and build credibility. Catalogs are usually custom designed and printed for a specific country and/or distributor.
Delivery Vehicle Decal	✘ (TA)	✘ (TA)	✔	Distributor: As most of our distributors have their own delivery trucks, large decals applied to their delivery vehicles are inexpensive and very effective to promote the AdvaCare name in local markets, but requires that the decal be well designed and fit the specific vehicle.
Physical Items
Product Display	✘	✘	✘	B2B: Does not apply to doctors in hospitals or clinics, only for retail purposes to promote product or brand.
Pen / Highlighter	✔ (TA)	✘	✔	B2B: Inexpensive and good for widespread brand awareness, but limited in messaging given only AdvaCare+Distributor logos or only AdvaCare logo can fit onto a pen. B2C: Does not apply to doctor’s patients in clinics or hospitals, lack of branding purpose. Distributor: Salespeople can use when in the field.
Desk Clock	✔ (TA)	✘	✘	B2B: Effective for reinforcing general brand awareness as a desk clock sits on someone’s desk for long period of time, but given small size, messaging limited to AdvaCare+Distributor logos or only AdvaCare logo.
Wall Clock	❔ (TA)	✘	✘	B2B: Useful promotional item, but perhaps not useful for a doctor unless given as a gift.
Mouse Pad	❔ (TA)	✘	✘	B2B: Inexpensive and effective for brand awareness with many options for messaging, but perhaps not useful for a doctor unless given as gifts in which case these would be perhaps too cheap a gift for a doctor.
Plastic Folder / Envelope	❔ (TA)	✘	✔	B2B: Inexpensive and useful for any documents that need to be stored or transported, but perhaps too cheap to be given as a gift to a doctor. Decision made by distributor if suitable for doctors in their country. Distributor: Can use but in small quantities.
Mug	✔ (TA)	✘	✘	B2B: Useful for long term use, given to doctors in clinics and hospitals.
Water Bottle	✔ (TA)	✘	✔	B2B: Less common for hospital use, water bottles are most common to give to farmers for our veterinary range. However, the more expensive steel bottle could be a useful item as a gift for doctors. Distributor: Salespeople can use when in the field, small quantity.
Desk Organizer	✔ (TA)	✘	✘	B2B: Less requested but generally good for reinforcing general brand awareness as this sits on someone’s desk for long period of time, but given small size messaging limited to AdvaCare+Distributor logos or only AdvaCare logo.
Shirt	✔ (TA)	✘	✔ (TA)	B2B: More expensive button-down shirts ideal are doctors in clinics and hospitals, or as a gift. Distributor: Button-down shirts ideal for distributor’s salespeople while in the field, strong brand association and awareness.
Laboratory Coat	✔ (TA)	✘	✘	B2B: Our distributors request lab coats for use by doctors in clinics and hospitals. These are relatively inexpensive and bring a level of credibility as lab coats are always connected with healthcare, so it is especially credible if doctors are wearing lab coats with the AdvaCare logo.
Cap	❔ (TA)	✘	✘	B2B: Generally not used by doctors in clinic or hospital settings, but possibly provided by distributors as a gift.
Waist Bag	❔ (TA)	✘	✘	B2B: Generally not used by doctors in clinic or hospital settings, but possibly provided by distributors as a gift.
Padfolio	✔ (TA)	✘	✔ (TA)	B2B: A preferred promotional item by many distributors, often given as a gift to doctors. Distributor: Ideal for distributor’s salespeople when in the field for brand awareness.
Backpack / Laptop Case	✔ (TA)	✘	✔ (TA)	B2B: Expensive and usually given to distributors with larger promo budgets in lower quantities as gifts for doctors. Distributor: Ideal for distributor’s salespeople while in the field for strong brand awareness.
Fabric Bag	✘ (TA)	✘ (TA)	❔	B2B: More expensive than plastic bags, but can produce in smaller quantities. Distributors use for a variety of purposes, and considering these are often kept and reused by those who receive them, these do create some brand awareness. However, doctors do not directly sell products, instead only used at a point of sale. B2C: Does not apply, only for use at a point of sale. Distributor: Might be used by distributor to give samples or other materials, must find out intended use.
Plastic / Paper Bag	✘	✘	✘	B2B/B2C: Does not apply, only for use at a point of sale.
USB Stick	✔ (TA)	✘	✘	B2B: Expensive but can be given as a gift for doctors in smaller quantities. Limited brand awareness, should only give if large budget or specially requested and good reasoning to provide.
Pill Organizer	✔ (TA)	❔ (TA)	✘	B2B: Could be given as a gift to doctors. Perhaps some limited use for patients, but less likely and only if inexpensive and larger quantity.
Mask Holder	✔ (TA)	❔ (TA)	✘	B2B: Inexpensive and can provide larger quantities for use by doctors who are required to wear a mask in the hospital setting. B2C: Possible to be given to patients given inexpensive and large quantities are possible if budget allows.
Umbrella	✔ (TA)	✘	✘	B2B: Expensive with some brand awareness, ideal for gifts to doctors.
Raincoat	❔ (TA)	❔ (TA)	✘	B2B: Usually umbrella more suitable for doctors, to cheap to be given to a doctor as a gift. B2C: Inexpensive raincoats could be possible for hospital/clinic to provide to patients. For general brand awareness.
Phone RIng	✔ (TA)	✘	✘	B2B: Inexpensive with limited brand awareness, too cheap to be given as a gift to doctors. Not many requests.
Digital Activations
Online Banner	✘	✘	✘	B2B: Limited application as not much added value to run ads for doctors or the clinics/hospitals that they work at.
Digital Catalog	✔ (TA)	✘	✔	B2B: Possible application for distributor’s salespeople to show or send a digital catalog to doctors.
Digital Flyer / Signage	❔ (TA)	✘ (TA)	✔	B2B: Applies only if distributor will print our design in their country, usually results if we cannot send physical promotional materials or budget is not sufficient.
Power Point Presentation	✔ (TA)	✘	✔	B2B: Case specific, usually requires significant time to prepare. Depends on distributor priority.
Website Development	✘ (TA)	✘ (TA)	✔	B2B: For priority distributors, with approval we can design and host a website. We use a template for this, showcasing our products and controlling the hosting, domain and access to the website.
Extended Search Ads	✘ (TA)	✘ (TA)	❔	B2B/B2C: We can run Google Ads and other PPC campaigns targeting specific demographics in our distributor’s country. Such campaigns are for priority distributors and must serve a strategic purpose.

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