Purpose

This paper aims to investigate how pharmacies communicate their customer value proposition (CVP) in a complex and multiple-stakeholder setting. More specifically, from the pharmacists’ perspective, the study analyzes how CVP is articulated in complex settings/offerings and among multiple stakeholders; and elucidates the communication gap among stakeholders of the CVP.

Design/methodology/approach

Two studies were conducted to examine how offerings are communicated throughout the value chain. Through six in-depth interviews, Study 1 aimed to analyze how pharmacies articulate CVP for over-the-counter (OTC) drugs in a complex business-to-business-to-consumer setting. For Study 2, the data were collected from 113 French pharmacists to investigate the communication issues and to unveil the tools used to promote OTC drugs among the different stakeholders.

Findings

From the pharmacists’ perspective, the longer the chain, the more complex the efficiency of the CVP. This study conceives a new and adapted CVP as iterative and cumulative. This paper also highlights how value is distributed across the customer relationship in a complex and regulated industry. The findings feature a reciprocal perspective of CVP between the pharmaceutical labs and their direct/indirect customers. Final customers aim at creating a reciprocal approach with the different stakeholders. Pharmacists use a unidirectional perspective of CVP with their direct customers (patients/final customers).

Originality/value

The study contributes to a better understanding of the CVP in complex industries characterized by a chain of value distributed among multiple stakeholders (i.e. business-to-consumer and business-to-business). The article also enriches past research that analyzed the way firms communicate their offerings from a CVP perspective.

中文翻译：

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在法国制药行业传达客户价值主张。非处方药案例

目的

本文旨在研究药房如何在复杂且多方利益相关者的环境中传达其客户价值主张 (CVP)。更具体地说，从药剂师的角度来看，该研究分析了 CVP 如何在复杂的环境/产品和多个利益相关者之间表达；并阐明了 CVP 利益相关者之间的沟通差距。

设计/方法/方法

进行了两项研究来检查产品如何在整个价值链中进行交流。通过六次深度访谈，研究 1 旨在分析药房如何在复杂的企业对企业对消费者环境中阐明非处方 (OTC) 药物的 CVP。对于研究 2，从 113 名法国药剂师收集数据以调查沟通问题并揭示用于在不同利益相关者之间推广 OTC 药物的工具。

发现

从药剂师的角度来看，链条越长，CVP 的效率就越复杂。本研究将新的、经过调整的 CVP 设想为迭代和累积。本文还重点介绍了在复杂且受监管的行业中价值如何在客户关系中分配。调查结果体现了制药实验室与其直接/间接客户之间 CVP 的互惠观点。最终客户旨在与不同的利益相关者建立一种互惠的方法。药剂师对其直接客户（患者/最终客户）使用 CVP 的单向视角。

原创性/价值

该研究有助于更好地了解复杂行业中的 CVP，其特点是价值链分布在多个利益相关者（即企业对消费者和企业对企业）之间。这篇文章还丰富了过去的研究，这些研究从 CVP 的角度分析了公司交流其产品的方式。