Divisions - Link - The Product

The question is often asked as to why Link has been so successful since inception. It is fair to say that the Link brand has evolved into a powerful symbol that stands for the provision of professional healthcare services and related items to communities throughout the Southern African region.

The mere fact that service delivery at end user level takes place through a network of registered health care professionals who own their individual pharmacies but operate as members of an organisation that is significantly larger and more powerful than the sum of its parts adds immeasurably to the credibility of the Link brand.

The major rationale for the existence of the Link Organisation is to gain market share for the Link brand by making Link pharmacy owners more successful. Various programmes have been instituted to achieve this goal and resources such as a field force and consultants are available to ensure the implementation of various programmes.

“The major rationale for the existence of the Link Organisation is to gain market share for the Link brand by making Link pharmacy owners more successful.”

Link pharmacies are offered corporate identity advice on issues such as store décor including signage, staff uniforms, packaging, business stationery, advertising and public relations. It is vitally important for the branding that all Link pharmacies are suitably identified in order to retain the well deserved status.

Every Link pharmacy benefits from the impact in the market place made by the implementation of highly effective national product promotions negotiated by the Link Central Office. As a group, Link are in the fortunate position of being able to schedule a series of promotions which includes advertising on TV, Radio and in national magazines. These promotions include the supply of promotional material and full colour advertising leaflets.

In an effort to help Link pharmacists demonstrate market leadership, Link have created the Link Own Brand range, private label products, which give Link pharmacies the competitive edge over their independent counterparts. Products included in this range are selected in accordance with their market potential. Once an item has been identified, a suitable formulation is developed and the finished product becomes identified as a member of the Link Own Brand range. Production is out-sourced and distribution is handled by NEW UPD, the owners of the Link brand who play a major role in the smooth running of the organisation.

Resources are also available to assist Link pharmacies in other areas such as training of pharmacy staff via seminars, workshops and on site. Link also negotiate and enter into value added agreements with suitable suppliers of products or services which have the capacity to enhance the business performance of Link pharmacies.

Members meetings are held in all regions periodically in order to disseminate information and to measure progress. Advice is also offered to Link members on such matters as leasing of premises, financial management and general business administration.

Recent Developments

Recent developments have seen the emergence of the Link Advisory Committee which assists management on Link and industry related matters. Six elected Link members from all regions sit with Link and UPD management on a regular basis in order to evaluate progress and to make recommendations for future strategies.

Another recent development are strategies for re-branding and repositioning of certain LOB products in the range as well as the launch of new products.