{"id":1710,"date":"2025-07-31T13:02:53","date_gmt":"2025-07-31T12:02:53","guid":{"rendered":"https:\/\/www.volve.be\/pourquoi-les-marques-des-sciences-de-la-vie-ne-voient-elles-pas-leurs-donnees-de-vente-et-ce-que-cela-coute\/"},"modified":"2025-07-31T13:27:46","modified_gmt":"2025-07-31T12:27:46","slug":"pourquoi-les-marques-des-sciences-de-la-vie-ne-voient-elles-pas-leurs-donnees-de-vente-et-ce-que-cela-coute","status":"publish","type":"post","link":"https:\/\/www.volve.be\/fr\/pourquoi-les-marques-des-sciences-de-la-vie-ne-voient-elles-pas-leurs-donnees-de-vente-et-ce-que-cela-coute\/","title":{"rendered":"Pourquoi les marques des sciences de la vie ne voient-elles pas leurs donn\u00e9es de vente &#8211; et ce que cela co\u00fbte ?"},"content":{"rendered":"\n\n<section class=\"b-hero-blog-detail \">\n  <div class=\"container b-hero-blog-detail__container\">\n    <div class=\"b-hero-blog-detail__head\">\n              <h1 class=\"heading-heading-600\">Waarom life science merken hun sell-out data niet zien \u2013 en wat dat kost<\/h1>\n                    <span class=\"sub-heading-400\"><p>C&#8217;est une r\u00e9alit\u00e9 douloureuse pour de nombreux producteurs de sciences de la vie de taille moyenne : ils savent exactement combien de produits ils fournissent \u00e0 des distributeurs tels que Febelco et \u00e0 d&#8217;autres acheteurs, mais n&#8217;ont aucune id\u00e9e de ce qui se passe ensuite. Cette &#8220;c\u00e9cit\u00e9 \u00e0 la vente&#8221; ne co\u00fbte pas seulement de l&#8217;argent aux entreprises, elle sape l&#8217;ensemble de leur strat\u00e9gie de mise sur le march\u00e9. <\/p>\n<\/span>\n          <\/div>\n\n          \n<picture>\n  \n  \n  \n  \n  \n  <img decoding=\"async\" src=\"https:\/\/www.volve.be\/wp-content\/uploads\/2025\/06\/getty-images-t5ItfWRLJM0-unsplash-scaled-1600x0-c-default.webp\" alt=\"\"  class=\"b-hero-blog-detail__image\">\n<\/picture>\n        \n  <\/div>\n<\/section>\n\n\n\n<section class=\"b-breadcrumbs b-breadcrumbs--background-biege \">\n  <div class=\"container\">\n\n\n    <nav class=\"b-breadcrumbs__nav\">\n        <ol class=\"b-breadcrumbs__items\" itemtype=\"https:\/\/schema.org\/BreadcrumbList\" itemscope>\n        <!-- Breadcrumb NavXT 7.3.0 -->\n<span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Volve.\" href=\"https:\/\/www.volve.be\/fr\/\" class=\"home\" ><svg width=\"21\" height=\"20\" viewBox=\"0 0 21 20\">\r\n<path d=\"M11.0273 1.46094L20.3086 9.33594C20.6602 9.65234 20.6953 10.1797 20.4141 10.5312C20.0977 10.8828 19.5703 10.918 19.2188 10.6367L18.375 9.89844V16.4375C18.375 18.0195 17.1094 19.25 15.5625 19.25H5.4375C3.85547 19.25 2.625 18.0195 2.625 16.4375V9.89844L1.74609 10.6367C1.39453 10.918 0.867188 10.8828 0.550781 10.5312C0.269531 10.1797 0.304688 9.65234 0.65625 9.33594L9.9375 1.46094C10.2539 1.21484 10.7109 1.21484 11.0273 1.46094ZM4.3125 16.4375C4.3125 17.0703 4.80469 17.5625 5.4375 17.5625H7.125V12.2188C7.125 11.4453 7.72266 10.8125 8.53125 10.8125H12.4688C13.2422 10.8125 13.875 11.4453 13.875 12.2188V17.5625H15.5625C16.1602 17.5625 16.6875 17.0703 16.6875 16.4375V8.45703L10.5 3.21875L4.3125 8.45703V16.4375ZM8.8125 17.5625H12.1875V12.5H8.8125V17.5625Z\" fill=\"black\" \/><\/svg><\/a><meta property=\"position\" content=\"1\"><\/span><svg width=\"16\" height=\"20\" viewBox=\"0 0 16 20\">\r\n<path d=\"M12.4648 11.2852C12.7109 11.5586 12.7109 11.9688 12.4648 12.2148L7.21484 17.4648C6.94141 17.7383 6.53125 17.7383 6.28516 17.4648C6.01172 17.2188 6.01172 16.8086 6.28516 16.5625L11.0703 11.7773L6.28516 6.96484C6.01172 6.71875 6.01172 6.30859 6.28516 6.0625C6.53125 5.78906 6.94141 5.78906 7.1875 6.0625L12.4648 11.2852Z\" fill=\"#A3A1AD\" \/>\r\n<\/svg><span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Blog.\" href=\"https:\/\/www.volve.be\/fr\/blog\/\" class=\"post post-page\" ><span property=\"name\">Blog<\/span><\/a><meta property=\"position\" content=\"2\"><\/span><svg width=\"16\" height=\"20\" viewBox=\"0 0 16 20\">\r\n<path d=\"M12.4648 11.2852C12.7109 11.5586 12.7109 11.9688 12.4648 12.2148L7.21484 17.4648C6.94141 17.7383 6.53125 17.7383 6.28516 17.4648C6.01172 17.2188 6.01172 16.8086 6.28516 16.5625L11.0703 11.7773L6.28516 6.96484C6.01172 6.71875 6.01172 6.30859 6.28516 6.0625C6.53125 5.78906 6.94141 5.78906 7.1875 6.0625L12.4648 11.2852Z\" fill=\"#A3A1AD\" \/>\r\n<\/svg><span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Articles.\" href=\"https:\/\/www.volve.be\/fr\/blog\/articles\/\" class=\"post-root post post-post\" aria-current=\"page\"><span property=\"name\">Articles<\/span><\/a><meta property=\"position\" content=\"3\"><\/span>\n        <\/ol>\n      <\/div>\n    <\/nav>\n  \n      <\/div>\n<\/section>\n\n\n<section class=\"b-text \">\n  <div class=\"container\">\n    <div class=\"b-text__prose\">\n      <h3>Le mod\u00e8le de distribution : mal n\u00e9cessaire ou blocage des donn\u00e9es ?<\/h3>\n<p>Pour les entreprises de taille moyenne sp\u00e9cialis\u00e9es dans les sciences de la vie, passer par des distributeurs est souvent le seul moyen viable d&#8217;acc\u00e9der au march\u00e9. Avec des milliers de pharmacies, de cha\u00eenes de drogueries et de partenaires de d\u00e9tail, la livraison directe est logistiquement et financi\u00e8rement irr\u00e9alisable. Les distributeurs desservent plus de 5 000 pharmacies dans le Benelux &#8211; un r\u00e9seau qu&#8217;aucun fabricant de taille moyenne ne peut entretenir seul.  <\/br><\/p>\n<p>Mais cette efficacit\u00e9 a un prix : la <strong>perte de donn\u00e9es<\/strong>.<\/p>\n<h3>La bo\u00eete noire entre le producteur et le consommateur<\/h3>\n<p>D\u00e8s qu&#8217;une palette de compl\u00e9ments alimentaires, de produits de soins personnels ou de m\u00e9dicaments en vente libre quitte l&#8217;entrep\u00f4t du fabricant, elle dispara\u00eet dans ce que nous appelons &#8220;le foss\u00e9 de la distribution&#8221;. Les producteurs ne voient que : <\/p>\n<ul>\n<li>Donn\u00e9es de vente : ce que les distributeurs commandent<\/li>\n<li>Niveaux de stock : chez le distributeur (si vous avez de la chance)<\/li>\n<li>Retours : ce qui revient<\/li>\n<\/ul>\n<p>Ce qu&#8217;ils ne voient <strong>pas<\/strong>:<\/p>\n<ul>\n<li>La pharmacie ou le pharmacien qui ach\u00e8tera le produit<\/li>\n<li>Quand les produits sont en vente libre<\/li>\n<li>Quel canal (pharmacie vs Medimarket vs &#8230;) est le plus performant ?<\/li>\n<li>Que les promotions conduisent \u00e0 l&#8217;acquisition de nouveaux clients ou \u00e0 la constitution d&#8217;un stock.<\/li>\n<\/ul>\n<h3>Un exemple pratique : l&#8217;illusion 3+1<\/h3>\n<p>Prenons l&#8217;exemple d&#8217;une promotion commerciale typique : une promotion 3+1 sur un suppl\u00e9ment de vitamine D dans une grande cha\u00eene de pharmacies. Les chiffres des ventes sont excellents &#8211; le grossiste commande 300 % de plus que d&#8217;habitude. C&#8217;est un succ\u00e8s, n&#8217;est-ce pas ?  <\/br><\/p>\n<p>Pas n\u00e9cessairement. Ce qui arrive souvent : <\/p>\n<ol>\n<li>Un chimiste constitue un stock (achat \u00e0 terme)<\/li>\n<li>Les clients fid\u00e8les font gr\u00e8ve pendant 6 mois<\/li>\n<li>De nouveaux clients ? Difficilement <\/li>\n<li>Les mois suivants : les chiffres des ventes s&#8217;effondrent<\/li>\n<\/ol>\n<p>En l&#8217;absence de donn\u00e9es sur les ventes, le producteur ne sait que des mois plus tard que la promotion a surtout eu un effet de cannibalisation. Entre-temps, le budget de marketing commercial a d\u00e9j\u00e0 \u00e9t\u00e9 d\u00e9pens\u00e9 pour la prochaine promotion &#8220;r\u00e9ussie&#8221;. <\/p>\n<h3>Les co\u00fbts cach\u00e9s de l&#8217;ignorance des donn\u00e9es<\/h3>\n<p>1. Mauvais investissement dans les canaux de distribution<br \/>\nPendant des ann\u00e9es, un fabricant de produits de sant\u00e9 a r\u00e9parti son budget promotionnel \u00e0 parts \u00e9gales entre les pharmacies et les drogueries. Ce n&#8217;est que lorsqu&#8217;il a enfin re\u00e7u des donn\u00e9es sur les ventes qu&#8217;il a constat\u00e9 que les pharmacies d&#8217;une certaine r\u00e9gion g\u00e9n\u00e9raient trois fois plus de ventes par produit. L&#8217;information est arriv\u00e9e trop tard : des ann\u00e9es de sous-investissement dans le canal le plus performant avaient entre-temps laiss\u00e9 un grand potentiel inexploit\u00e9.  <\/p>\n<p>2. L&#8217;inflation des promotions<br \/>\nSans connaissance des ventes r\u00e9elles, les promotions deviennent une course aux armements. Les entreprises proposent des rabais de plus en plus importants pour atteindre les objectifs de vente, alors que la demande des consommateurs augmente \u00e0 peine. Les marges s&#8217;\u00e9rodent, mais personne n&#8217;ose s&#8217;arr\u00eater.  <\/p>\n<p>3. Le chaos des stocks dans la cha\u00eene<br \/>\nLes distributeurs et les d\u00e9taillants sp\u00e9culent sur les promotions, ce qui conduit \u00e0.. :<\/p>\n<ul>\n<li>Les surstocks sont \u00e9coul\u00e9s \u00e0 des prix de dumping<\/li>\n<li>Rupture de stock \u00e0 des moments cruciaux<\/li>\n<li>Des mod\u00e8les de demande d\u00e9form\u00e9s qui rendent les pr\u00e9visions impossibles<\/li>\n<\/ul>\n<p>4. Des \u00e9quipes de vente et de marketing frustr\u00e9es<br \/>\nLes ventes c\u00e9l\u00e8brent leurs succ\u00e8s en se basant sur les ventes, le marketing revendique des b\u00e9n\u00e9fices en se basant sur les chiffres de part de march\u00e9 d&#8217;IQVIA, mais personne ne sait ce qui se passe r\u00e9ellement. R\u00e9sultat : des \u00e9quipes qui travaillent c\u00f4te \u00e0 c\u00f4te et des d\u00e9cisions fond\u00e9es sur des hypoth\u00e8ses. <\/p>\n<h3>Pourquoi ce probl\u00e8me est-il si insoluble ?<\/h3>\n<p>Obstacles techniques<\/p>\n<ul>\n<li>Les distributeurs utilisent des syst\u00e8mes et des formats de donn\u00e9es diff\u00e9rents<\/li>\n<li>Les d\u00e9taillants partagent leurs donn\u00e9es de mani\u00e8re sporadique, souvent dans le chaos d&#8217;Excel.<\/li>\n<li>Les syst\u00e8mes ERP existants ne peuvent pas traiter les donn\u00e9es externes<\/li>\n<\/ul>\n<p>La r\u00e9alit\u00e9 commerciale<\/p>\n<ul>\n<li>Les distributeurs consid\u00e8rent les donn\u00e9es comme un outil puissant<\/li>\n<li>Les d\u00e9taillants exigent un paiement pour les donn\u00e9es des points de vente<\/li>\n<li>Les petits producteurs n&#8217;ont aucun pouvoir de n\u00e9gociation<\/li>\n<\/ul>\n<p>D\u00e9fis organisationnels<\/p>\n<ul>\n<li>Pas d&#8217;\u00e9quipe d\u00e9di\u00e9e aux donn\u00e9es dans les entreprises de taille moyenne<\/li>\n<li>La priorit\u00e9 informatique est accord\u00e9e aux syst\u00e8mes op\u00e9rationnels<\/li>\n<li>Les \u00e9quipes commerciales manquent de comp\u00e9tences techniques pour l&#8217;int\u00e9gration des donn\u00e9es<\/li>\n<\/ul>\n<h3>L&#8217;impact<\/h3>\n<p>Des \u00e9tudes men\u00e9es aupr\u00e8s d&#8217;entreprises du secteur des sciences de la vie montrent que le manque de visibilit\u00e9 de la vente peut entra\u00eener des pertes :<\/p>\n<ul>\n<li>15-20% d&#8217;allocation sous-optimale des d\u00e9penses commerciales<\/li>\n<li>10 \u00e0 15 % d&#8217;opportunit\u00e9s de vente manqu\u00e9es en raison d&#8217;une mauvaise focalisation sur les canaux de distribution<\/li>\n<li>Augmentation de 5 \u00e0 10 % des co\u00fbts d&#8217;inventaire dans la cha\u00eene<\/li>\n<\/ul>\n<p>Pour une entreprise dont le chiffre d&#8217;affaires s&#8217;\u00e9l\u00e8ve \u00e0 100 millions d&#8217;euros, cela repr\u00e9sente rapidement une perte de valeur de 5 millions d&#8217;euros. Par an. <\/p>\n<h3>La situation ne fera qu&#8217;empirer<\/h3>\n<p>Avec l&#8217;essor du commerce \u00e9lectronique, des mod\u00e8les d&#8217;abonnement et des canaux de distribution directe au consommateur, le paysage de la distribution ne fait que se complexifier. Les consommateurs s&#8217;attendent \u00e0 vivre une exp\u00e9rience transparente sur tous les canaux. Mais comment mettre en \u0153uvre une strat\u00e9gie omnicanale si vous ne savez m\u00eame pas ce qui se passe sur vos principaux canaux ?  <\/p>\n<p>Les entreprises pharmaceutiques qui ne parviennent pas \u00e0 combler cette lacune en mati\u00e8re de donn\u00e9es s&#8217;exposent \u00e0 des risques :<\/p>\n<ul>\n<li>Perte de parts de march\u00e9 au profit de concurrents dot\u00e9s d&#8217;une bonne connaissance du num\u00e9rique<\/li>\n<li>Pression promotionnelle insoutenable de la part des d\u00e9taillants<\/li>\n<li>Poursuite de l&#8217;\u00e9rosion des marges<\/li>\n<\/ul>\n<p>L&#8217;\u00e9poque o\u00f9 vous pouviez vous contenter de faire du sell-in est r\u00e9volue. La question n&#8217;est pas de savoir si vous avez besoin d&#8217;une visibilit\u00e9 sur les ventes, mais de savoir \u00e0 quelle vitesse vous pouvez y parvenir avant que la concurrence ne vous rattrape.<br \/>\n&nbsp;<\/p>\n\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"b-contact b-contact_biege \">\n  <div class=\"container b-contact__container\">\n    <div class=\"b-contact__info\">\n      <div class=\"b-contact__top\">\n                  <h2 class=\"heading-heading-600\">CONTACTEZ-NOUS<\/h2>\n                <div class=\"b-contact__contact-inner\">\n                      <span class=\"sub-heading-500 body-bold\">Volve Belgique<\/span>\n                    <div class=\"b-contact__contact-list\">\n                                                  <a class=\"b-contact__contact-item\" href=\"https:\/\/maps.app.goo.gl\/Ta5cTMyj8NuKiEk98\" target=\"_blank\">\n                \n  <div class=\"icon \"\n    style=\"width: 14px; height: 14px\">\n    <svg width=\"16\" 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