Market and promote pharmacy products and services area

This unit covers skills and knowledge required to plan and implement promotional strategies within community pharmacies. It covers establishing customer profiles, and developing, implementing and evaluating promotional strategies.


This unit supports front-of-store sales work roles and is carried out under direction of a pharmacist.



Elements and Performance Criteria




Identify market characteristics.


Identify demographics of target customer group.


Identify products and services to meet market opportunities.


Develop promotional strategies in collaboration with relevant individuals and groups.


Develop promotional strategies.


Evaluate strengths and weaknesses of existing promotional strategies.


Develop promotional strategies according to pharmacy business and marketing strategies and legislative requirements.


Identify and secure required resources.


Select resources appropriate for the venue, product and needs of customers.


Liaise with product suppliers to ensure availability of promotional resources to meet promotional timeframes.


Secure resources within budget allocation.


Implement promotional strategy


Design and position display according to visual merchandising principles.


Ensure that product advertising occurs according to legislative requirements and pharmacy policy and procedures.


Evaluate promotional strategies.


Evaluate promotional strategies against sales turnover, customer feedback and pharmacy promotional standards.


Review and report on strategies to take advantage of opportunities for improvement.

Required Skills

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

interpersonal communication skills to:

collaborate with others regarding development of promotional strategies

iaise with suppliers through clear and direct communication

ask questions to identify and confirm requirements

use language and concepts appropriate to cultural differences

use and interpret non-verbal communication

apply literacy and numeracy skills to research characteristics of target customer bases and evaluate promotional strategies

source, record and disseminate promotional information

respect and maintain privacy and confidentiality of customer information

access and use information systems as required by the role.

The following knowledge must be assessed as part of this unit:

pharmacy policies, protocols and procedures relating to promotional strategies for pharmacy products and services, including:

store layout and presentation

advertising and promotions

pricing/marking down of goods, including risk assessment

housekeeping for premises, fittings, fixtures and equipment

store product and service range to be promoted

store merchandising plan

current knowledge of availability and sources for new and existing products and services

principles of visual merchandising

project management principles, including liaising with others and coordinating activities to achieve outcomes within budget and timelines

sources of information on customer expectations and market trends

research skills to collect and review information on customers and markets

communication methods and systems to operate as part of a team and provide relevant information to a pharmacist, customers and other pharmacy staff as required.

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

applies pharmacy protocols and procedures when developing and implementing promotional strategies:

collecting information on customer and market expectations

recommending promotional strategies to meet pharmacy business model

collecting and evaluating information to assess the success of strategies and make recommendations for improvement

applies basic research skills to assess market opportunities

applies knowledge of merchandising principles

liaises with pharmacy staff and product and service suppliers to meet promotional requirements within budget and timelines

respects and protects customer privacy when collecting information and communicating with customers

plans and carries out work to meet promotional requirements.

Context of and specific resources for assessment

Assessment must ensure:

demonstration of the development of promotional strategies for a range of products and services sufficient to demonstrate handling of a range of contingencies

performance is observed by the assessor or the technical expert working in partnership with the assessor.

access to a real or simulated pharmacy environment

access to relevant pharmacy protocols and procedures

access to pharmacy policy and procedures

access to federal and state or territory legislation

access to information on merchandise or services range

access to industry codes of practice, standards and guidelines.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

observation of the candidate in the workplace researching, developing and evaluating promotional strategies for a range of pharmacy products and services

written or verbal questioning to assess knowledge and understanding

role plays to confirm communication skills to communicate with customers, suppliers and pharmacy team members.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.

Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Promotional strategies must comply with:

federal and state or territory legislation, regulations, industry codes of practice, standards and guidelines

community pharmacy policies, protocols and procedures relating to promotion of pharmacy products and services.

Promotional strategies may take account of:

target market

market research

store image

market segmentation and business strategy

visual merchandising

store layout and space availability

pricing policies

feedback from customers and staff

the current industry context

seasonal trends

a specific product or service (new or existing), e.g. special clubs

developing a house brand catalogue.

Existing promotional strategies may include:

strategies used within the pharmacy

strategies used by competitors within the community pharmacy sector or by other retailers.

Promotional resources may include:

display fixtures


sales personnel

stationery, posters and photographs



stands and shelves

demonstration equipment.

Promotions may include:


window dressing

loyalty clubs

companion selling

advertising, e.g. catalogues, newspapers and posters.



Community Pharmacy

Competency Field

Pharmacy Merchandising

Employability Skills

The required outcomes described in this unit contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.

Licensing Information

Not applicable.