Hashting.THE SELL-THROUGH MASTERCLASSSave my seat

A LIVE MASTERCLASS FOR BRAND, CATEGORY AND SALES MANAGERS IN THE DERMACEUTICALS

Stop paying for sell-in. Start owning sell-through.

60 minutes, live. Five years of pharmacy activation data. The framework the top brands use to turn one campaign into a shopper base that compounds.

Save my seat See what you'll learn

The pharmacy channel, honestly

Pharmacies sell. Orchestrating 1,000 of them doesn't.

Pharmacists are the most trusted advice in health and skin. It's why Avène, Eucerin, La Roche-Posay, Bioderma and Vichy still lead with pharmacy first.

The hard part isn't the pharmacist. It's keeping 1,000 outlets aligned on one mechanic, across pharmacy sites, marketplaces and your own D2C, without leaking budget to fraud.

You don't need another campaign idea. You need one activation that runs cleanly across the whole network, with proof at the receipt.

A small house lifted by dozens of balloons, each labeled with a different retailer or pharmacy channel — One brand. Dozens of balloons. Every pharmacy, chain, marketplace and D2C shop pulls in its own direction. Cut the wrong string and the house drops. Hashting keeps the strings together

Why it's hard

6 things that could kill your next pharmacy campaign.

Lead brands fix these with AI forecasting, receipt-level attribution and owned shopper CRM. Same playbook, minus the enterprise timeline.

Execution blind spots

Head office launches a plan. What actually happens at the counter, in 1,000 outlets, on the right week, stays invisible until sell-in reports come back late.

Stock-outs at the worst moment

Media hits, demand spikes, and the hero SKU is missing in the outlets that matter. No one sees it in time to react.

Fraud and leakage

Sampling, cashback and loyalty are magnets for abuse. Without receipt-level proof, budget quietly drains into fake claims and duplicate entries.

Omnichannel fragmentation

Pharmacy websites, marketplaces, online pharmacies and D2C all sell the same product on different terms. One mechanic has to work across all of them.

No shopper to keep

The pharmacy owns the transaction. The brand runs the promo, pays for the reach, and walks away without a name, an email, or a reason to come back.

Proof stops at sell-in

Trade sees units shipped. Brand sees media delivered. Nobody sees the shopper who actually bought, which is the only number that defends next year's budget.

The pharmacy execution gap

Great campaigns don't fail on strategy. They fail on the floor.

Five reasons the shopper never sees what the brand actually paid for.

01The display never leaves the box. Staff are busy, priorities shift, and the campaign that head office signed off on quietly stays in the back room.
02Pharmacists never hear the story. Without a two-minute briefing at the counter, the recommendation defaults to whatever they always recommend.
03Stock runs out where it matters. The outlets driving 80% of the lift hit zero mid-campaign, and no one flags it until the wrap-up deck.
04Online and offline pull apart. E-commerce runs its own price, marketplaces undercut, and the shopper sees three different offers for one brand.
05Nothing gets verified in the moment. By the time sell-in data arrives, the campaign is over and the learning is gone.

For the brand that runs the same calendar every year

Stop renting reach. It never becomes an asset.

You start every activation cold. Last season's shoppers were never yours to keep.
You defend next year's budget on instinct. The numbers you can show stop at the shelf.
Meanwhile, the brands that measure sell-through compound. Their second campaign runs cheaper than their first.

The gap between renting an audience and owning one widens every quarter you wait.

Eucerin Red Event. Nielsen-matched. Not modelled.

For every shopper you could name, nine walked in unseen.

The Red Event ran across pharmacies in Belgium. 3,000 shoppers uploaded a receipt, so the brand knew exactly who they were. Nielsen then measured what actually sold across the same pharmacies in the same weeks. The total was ten times higher.

Same campaign. One shopper visible for every nine who bought and disappeared. The 3,000 are the tip of the iceberg. The 27,000 underneath already chose you, already spent, and left no trace the brand could act on. Seeing them is the whole game.

Source: Nielsen, Eucerin Red Event, Belgium. Registered purchases vs. total category sell-out.

HOW TO ENGAGE

5 years. 1,000 pharmacies. One playbook.

Five years running activations for Vichy, La Roche-Posay, Eucerin, NIVEA Sun and Sensodyne, across a connected community of pharmacies.

You leave with patterns proven where you actually work.

The mental model behind every campaign that compounds

Connect. Convert. Continue.

Three words that hold the whole arc from a sell-in bump to a shopper who comes back. Most brands live in the first word and skip to next quarter. The compounding ones move through all three, on purpose, every time.

Connect

What you buy today: media, sell-in, materials on the counter. Necessary, and where most of the budget goes. It fills the shelf. On its own, it builds nothing you keep.

Convert

Proof that a real shopper bought. Sell-through, one euro tied to one receipt. This is the missing middle, the step the channel never handed you an instrument for. Get there, and the iceberg starts to surface.

Continue

The shopper opts in, you can reach them again, and trust builds over time. Your next activation starts warm instead of cold. Here a campaign stops being a cost and starts being an asset.

How the hour runs

Bring one campaign. Leave able to run it through all three questions and squeeze the maximum ROI from the next one.

Built around the two questions you're actually asking

9 of 10 shoppers stay invisible. Here's how to see them.

On selling through, you'll see why nine of ten buyers stay invisible and how brands surface them. The teaching case: the mechanic beats the budget. Same brand, same spend, three ways to capture the shopper.

Flow

Result

Pharmacist-led flow

Pharmacist submits the purchase for the shopper.

93 to 96%

conversion

Consumer-upload flow

Shopper photographs the receipt at home.

53%

conversion

On-pack QR or contest

Shopper scans, fills a form, waits.

11%

conversion

Same money, wildly different outcomes, because the mechanic decided, not the budget. You'll walk out knowing which mechanic fits which goal.

On keeping the shopper, you'll learn how to earn an opt-in without friction (30 to 40% say yes when the flow is right), and how to turn one activation's shoppers into the warm start of the next.

This is the part that compounds. Own a base, and every campaign after the first runs cheaper than the one before.

The engine behind the masterclass

A living community of pharmacies. Smarter every week.

Pharmacist advises a shopper about skincare at the counter

Hashting consults on a network of pharmacies that actively participate in campaigns for Vichy, La Roche-Posay, Eucerin, NIVEA Sun and Sensodyne. Every scanned receipt and counter recommendation becomes intelligence we hand back to the brand.

So you don't just see what your promo did. You see how it performed versus the category, in the same pharmacy, the same week. Every new campaign makes the next one sharper.

1,100+

Pharmacies

24/7

Intelligence

Community

alignement with the community to optimize the flows

A taste of what we teach

6 activation types. Only a few actually compound.

All run through the channel. All traceable to a real receipt. You'll see which one fits trial, which one fits loyalty, and which one just quietly wastes budget.

Pharmacy cashback

€5 or €12 variable cashback

Pharmacist submits form or consumer uploads receipt. 93 to 96% conversion on pharmacy-led flow.

Eucerin, Vichy, LRP, Sensodyne

100% cashback / Try Me Free

Full refund on first purchase

Upload receipt, get full cashback. Drives massive trial. Only 3 to 5% actual refund rate on well-run campaigns.

Eucerin DermoPure, NIVEA Sun

Buy & win / Gamification

Scratch card, spin the wheel

Purchase plus instant win mechanic. High engagement, low friction. Works via on-pack QR, Bol.com, Picnic.

La Roche-Posay, NIVEA

Reviews & ratings

Verified purchase reviews

Buyer leaves review after cashback. Published to the e-commerce website €2 reward per review, tiered bonuses.

NIVEA, Eucerin

Loyalty / Habit loop

Digital stamps, repeat purchase

Every purchase equals a stamp. After 5 stamps: merch, perks, new products. Rolls into ambassador program.

NIVEA Care & Collect

UGC contest

Upload photo & win

"Show us your summer skincare!" Gallery, vote, share. Grand prize plus runners-up. Earned media amplification.

NIVEA Family Fun Challenge

And then it compounds

Your first campaign acquires the shopper. Every campaign after costs less.

01
30 to 40% marketing opt-in from cashback participants. Owned. GDPR-compliant.
02
CRM reactivation without media: birthday promos, seasonal prep, cross-brand upsell (Eucerin buyers to NIVEA Sun).
03
Each campaign adds verified purchase data and consumer profiles to your stack.

A straight fit check, because your calendar's already full

This is for you if ...

A straight fit check, so we don't waste each other's hour.

Worth your seat if

You run activation, category or sales for a derma, sun care, oral care or personal care brand with a pharmacy or para-pharmacy channel.
You spend real money on a recurring calendar (a Red Event, a sun launch, a seasonal push) that someone has to defend every quarter.
You've closed a campaign knowing the sell-in worked and still couldn't say which shoppers walked in.

A fair pass if

You have no pharmacy channel. The best practices are specific to it.
You have no recurring promos. There's nothing to run the framework against yet.

For the manager planning next season right now

Picture the launch that leaves you a list, not just a spike.

Run your next activation through Connect, Convert, Continue and the shape changes. Instead of a sell-in bump that fades by September, you finish with named shoppers who opted in.

Your next campaign opens warm. Your budget review runs on receipts, not instinct. The base you built doesn't reset in January. It compounds.

An illustration of the framework in motion

She stopped counting units. She started counting shoppers.

Suncare, serum and skincare on a pharmacy counter

Emma manages trade marketing for a portfolio of dermocosmetic brands sold through pharmacies. Every month, another campaign lands on her desk. A new display, a seasonal promotion, pharmacist training, samples, digital assets, and a launch calendar that has to work across hundreds of pharmacies.

The strategy is clear. The execution isn't.

Every pharmacy has different timelines, different stock levels, different promotional agreements, and different ways of working. Some install the displays on day one. Others never unpack the box. Some pharmacists complete the training and confidently recommend the products. Others never even hear about the campaign. Meanwhile, online pharmacies are running different offers, inventory runs out in key locations, and by the time sales data arrives, it's impossible to know what actually worked.

Emma isn't struggling to create campaigns. She's struggling to orchestrate them.

She needs every pharmacy, every brand, every promotion, and every digital touchpoint to work together. Not because more campaigns drive growth, but because better-executed campaigns do.

The brands that win aren't necessarily the ones spending the most. They're the ones that know which pharmacies to activate, have the right products in stock, ensure pharmacists are ready, verify execution in real time, and measure what actually drove incremental sales.

In pharmacy marketing, success isn't just about launching a promotion. It's about making sure every pharmacy delivers the experience the brand intended.

Illustrative example based on real pharmacy activations.

WHY JOIN?

No pitch. Your team walks out with a framework.

It pays back on the very next campaign, whether or not a conversation follows.

THE MASTERCLASS

Taught by the guy who once was on the other side

Jorben (ex-L'Oréal) walks you through the mechanics on real Vichy, Eucerin, La Roche-Posay and NIVEA Sun campaign data.

FAQ

The questions you might asks before saving a seat.

For the manager planning the next Red Event, sun launch or Anthelios push

Save your seat. Build your next activation from proven results

Bring one campaign. Leave able to make it sell through. Live online, 60 minutes. Seats limited.

Activation Letter

10 years of activation playbooks, in your inbox.

Every two weeks. What breaks, what holds, and what we learn from campaigns across Europe. Written for trade and brand leads who own the mechanic, not just the media plan.