Why does an independent pharmacy need a marketing plan?
by Jen Johnston A pharmacy that has a customer orientation takes marketing seriously. It doesn’t rely on haphazard, seat-of-the-pants decision making about such things as inventory, pricing, merchandising, advertising, hours of service, store appearance, and employee training. Instead everything it does is strategic. This strategy is called your marketing plan. Your marketing plan coordinates all […]
Don’t lose an embarrassed customer
by Jen Johnston You say “Hello” to a young female customer walking in the store. She says “Hi” softly, avoids eye contact, and heads over to your OTC area. You don’t know it yet, but this young lady is in the store to pick up a product for a condition she deems embarrassing – a […]
“Customers are never an interruption.” Yeah, right.
by Jen Johnston “Customers are never an interruption.” What do you think about that phrase? I think it is a big, fat lie. Of course customers are an interruption! As a pharmacist, you are doing a million different things, and when a patient suddenly interjects his- or herself into your rhythm, that is just plain […]
Know your market segments
by Jen Johnston Do you know your market segments? When we say “market segment,” we are referring to a distinct group of people, or customers, who have certain wants and needs. To meet their wants and needs, they are willing to exchange their hard-earned money for products and services. If your products and services match […]
45. Watch your traffic patterns
by Colleen Volheim for our 99 Ways to Make a Positive Difference in Your Pharmacy series Knowing how your customers shop your store is important to maximizing your sales in the front-end. Be aware of who is coming in and where they are going in your store. If you have more than one entrance, pay […]
Do You Have a Mission Statement?
by Jen Johnston A mission statement is not “fluff.” This essential statement is what gives meaning and direction to any business. It answers the questions, “What business am I in and why?” and “Who are my customers?” The mission statement helps clarify whether your business is service-oriented, product-oriented, or both. It brings into focus just […]
23. Stock new items – the right ones
by Colleen Volheim for our 99 Ways to Make a Positive Difference in Your Pharmacy series New items are critical to growing your business. Regularly adding new-to-market products to your assortment keeps your inventory and selection fresh, and gives customers the impression that you are a progressive store that keeps up with trends. When you’re […]
27. Price wisely against competition
by Donna Boulieu for our 99 Ways to Make a Positive Difference in Your Pharmacy series Pricing wisely doesn’t mean pricing the lowest (which could equate to pricing yourself right out of business). A balance of lower margin competitively priced items, and higher margin less sensitive items is a strategy that can satisfy your customers […]
Develop a Customer Orientation
by Jen Johnston No matter how hard you try, you cannot mold your customers to fit your business. Don’t give them what you *think* they want, or what *you* think is “best for them.” You must find out what they want and adjust your business accordingly. This is called having a “customer orientation.” It’s easy […]
19. Develop a customer loyalty program
by Colleen Volheim for our 99 Ways to Make a Positive Difference in Your Pharmacy series You have a variety of shoppers. You definitely want to keep them all coming back, and a loyalty program will help you do just that. To begin, you need to know who is shopping your store. Information you capture about […]