by Megan Moyer, corporate marketing manager for the “Profits in the front end” blog series
Building relationships with
other local businesses is mutually beneficial. Not only can you widen your reach with consumers who might not have otherwise patronized your store, you can always learn and benefit from fellow small business owners.
First let’s focus on other businesses in the healthcare segment. Do you have a relationship with local dermatologists? Getting to know your local dermatologist can benefit patients and your business. Dermatological conditions affect the skin, scalp, and nails and independent pharmacies are historically strong in sales of therapeutic hair and skin products which can soothe the symptoms of these types of ailments. Being careful to avoid violating HIPAA laws, talk with dermatologists to understand the products they most recommend. Stock those items so the physician can easily refer their patients to your pharmacy to buy them.
Promotion idea: Dermatology Times recently published an article about the rise in psoriasis and cellulitis in the U.S. Educate and raise awareness on your social media posts to let your community know they can rely on your pharmacists to help them find OTC options for symptom relief and if you don’t have the items in store, can get them next day
Do the demographics of your community lean heavily towards Baby Boomers and seniors? Speak to the manager or director of assisted living and senior living residences in the area to determine if there are health, beauty, and wellness products that you can stock for their residents. Be the source for home health care items and train your staff to be aware of where all the products that could be pertinent to help manage any condition are located in your store. Instruct them to encourage a conversation with you or another pharmacist for recommendations. Most consumers aren’t aware of all the aids and tools that are available that can make their life easier.
Promotion idea: As noted above, many consumers aren’t aware of all the aids for mobility and daily living that are available. Consider hosting an educational session at the residences to share some lesser-known tools that can make regular tasks much easier. Not only will you build goodwill for sharing these helpful aids, you’ll position yourself as a trusted advisor and source for such items.
You can also forge relationships with local clinics and stock products that support their weight loss, stop-smoking, or heart-healthy programs. Get in touch with local dietitians and find out what vitamins and nutritional supplements they are recommending so you can add them to your assortment.
There are plenty of opportunities for these types of relationships – take the time to seek them out and develop mutual strategies for success. My next post will explore relationship building with some not-so-obvious local businesses.
