FDC – Driving Engagement with Healthcare Distributors Through Incentive Programs

Client Background: FDC Limited is a leading pharmaceutical company in India, known for its commitment to healthcare and innovation. With a wide range of products, including prescription medications, over-the-counter (OTC) products, and nutraceuticals, FDC relies on a robust network of distributors to ensure its products reach pharmacies and healthcare providers across the country.

Industry Challenges: The pharmaceutical industry in India is characterized by intense competition and stringent regulations. Distributors play a vital role in the supply chain, but they often have to choose between promoting various competing products. Maintaining distributor loyalty and ensuring that FDC products are prioritized over competitors requires an effective incentive strategy that aligns with the distributors’ business goals.

Objective: FDC aimed to design an incentive program that would strengthen its relationships with distributors, encouraging them to prioritize FDC products in their inventory and sales efforts. The goal was to create a program that was both motivating and easy to manage, with rewards that resonated with the distributors’ needs and aspirations.

Our Solution: RewardPort developed a comprehensive incentive program for FDC’s distributors, focusing on performance-based rewards. The program allowed distributors to earn points based on their sales volumes, which could be redeemed for a selection of high-value rewards such as business tools, electronics, and travel packages. To ensure transparency and ease of access, RewardPort also created an online portal where distributors could track their progress and redeem their rewards.

Insight: The decision to offer business tools and other high-value rewards was based on the understanding that FDC’s distributors are business-oriented and appreciate rewards that can help them grow their operations. By aligning the rewards with the distributors’ professional needs, the program aimed to create a strong incentive for them to focus on promoting FDC products. The inclusion of an online portal provided a seamless experience, making it easy for distributors to engage with the program and stay motivated.

Results: The incentive program resulted in a significant increase in the distribution and sales of FDC products. Distributors responded positively to the rewards, particularly those that supported their business growth. The program not only boosted sales but also reinforced FDC’s position as a preferred partner in the pharmaceutical distribution network, ensuring long-term loyalty among its distributors.

Conclusion: FDC’s success in driving distributor engagement through RewardPort’s incentive program demonstrates the effectiveness of offering rewards that align with the business goals of channel partners. By providing valuable incentives and ensuring ease of participation, FDC was able to strengthen its distribution network, leading to increased sales and sustained market presence.

Abbott India Ltd

Challenge: Managing end-to-end incentive program for distributors efficiently.

Solution:

  1. RewardPort registered addresses and email ids of all distributors by getting a form filled with their company seal & signature and digitizing it
  2. Created reward catalogue for 5 slabs with 4 gift options in each slab category
  3. Deployed an account manager and operations resource for timely MIS & escalation management
  4. Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by parties
  5. Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-vouchers are emailed on their registered email id.