Plaster it all over a pharmacy carrier bag! In the UK pharmacy bags have been shown to give the biggest bang for your buck with bags promoting everything from bowel cancer screening to measles vaccines.
PreviousNextstrengthen brand equity and create trust by emphasising ethical heritage and reinforce emotional binding, according to OTC expert Nicholas Hall.
PreviousNextA new category has been added to this year's
Pharmacy Today/ProPharma Pharmacy Awards - Student of the Year. Final year BPharm students from Otago and Auckland Schools of Pharmacy are eligible to enter. See
http://www.pharmacyawards.co.nz for more details.
PreviousNextMake sure everyone at the store understands that their paycheck is ultimately paid by the purchasing customers. Sounds straight forward but easy to forget.
PreviousNextThe correct answer is never "I don't know" unless you add to it, "but I can find out for you."
PreviousNextThe live customer standing in front of you takes precedence over someone who calls on the phone.
PreviousNextUse age-appropriate greetings, and avoid referring to older customers and women as "guys."
PreviousNext Smile when greeting a customer in person and on the phone (and yes, they can tell if you are smiling over the telephone)!
PreviousNextOffer a variety of wrapping services –
• basic wrap & ribbon (free)
• deluxe gift wrap ($5) or
• glamour wrap ($10)
Have items already gift wrapped so you can show customers what they get with the deluxe and glamour offers.
PreviousNext...reduce wholesaler deliveries to once a day rather than three times a day to save staff time unpacking orders
PreviousNextTry to have at least one employee "out there" on the floor with the customers, answering questions, giving help/advice, but also being observant and watching for "Shrinks" (it not only prevents theft, it increases sales too), security expert Steve Davis says.
PreviousNextGet your thinking caps on! It's time to start thinking about your 2010
Pharmacy Today/ProPharma Pharmacy Awards entry. The event will take place at Sky City, Auckland, on 12 June 2010.
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John Saywell says he struggles to find any good business reason for pharmacies to promote generic retail.
"I have argued for years there is a place for generics - and that is in the dispensary!"
PreviousNext Benefits are advantages of the feature. For example, a spray dispenser is a feature, the benefit is easy application and a control over the amount used - highlight these benefits to maximise sales, marketing guru Richard Gee says.
PreviousNextInstead of handing out samples in a boring box, make it special! Gift wrap or pop the sample in an inexpensive organza bag. This instantly transforms a sample into a gift.
PreviousNextPharmacists need to be patient focussed, not prescription focussed and to achieve this, they must be aligned with general practice, Pharmaceutical Society president Elizabeth Plant, says.
PreviousNextJohn Saywell, managing director of RPM Retail says if you want to sell twice as much to each customer and increase your profit margins - then a dedicated OTC pharmacist is the way to go. Your customers will be so impressed by your instore expertise that they will tell all their friends - and your pharmacy will become famous for this point-of-difference!
PreviousNextMarketing guru Richard Gee suggests using a pen and notepad and writing down everything the customer is saying, when dealing with a difficult customer.
"This is useful because it generally slows them down, and diffuses anger - they think you are taking them seriously and are more careful about what they say as it is being recorded."
PreviousNextJohn Saywell finds it incredible that there are so few dedicated health sales consultants in NZ pharmacies. "The message this is giving your customers is 'If you want expert advice on health products - go to the health store!'", he says.
PreviousNextThere will never be a return to more profit for dispensing, so it is up to enterprising pharmacies to come up with a strategy for add-on retail services that will generate higher profits and revenue growth, John Saywell says.
PreviousNextEntries close on 31 August for
Focus on Health, the New Zealand Trade and Enterprise-run innovation challenge offering the opportunity to fast-track any health-related idea, product, service or technology to the US health market. Visit
http://www.nzfocusonhealth.com for further information.
PreviousNextBy delivering a superior instore experience retailers can distance themselves from the discounters. Just think of department stores like Smith & Caugheys, Kirkcaldies or Ballantynes and you will immediately understand the different end of the service spectrum that these retailers have chosen to occupy, John Saywell says.
PreviousNextOpen-ended questions - what, when, why, where, which and how - can start a conversation and get your customer to talk about their problems. Closed questions such as did, do, have, can and may will only get yes/no answers and you have to ask another question to get the information you want, marketing guru Richard Gee says.
PreviousNextJust by walking into your store, customers get a clear impression of your company culture from how they are treated (or not treated) by even the most junior sales assistant, John Saywell says.
PreviousNextTamiflu can now be sold without prescription in a pharmacy between the months of May and September inclusive, or for the duration of the influenza A (H1N1) pandemic
PreviousNextModern web-based technology is a critical enabler of more efficient customer-centric retailing.
PreviousNext"Pharmacies cutting costs risk getting into a downward spiral of poor customer service, more out-of-stocks, less attractive premises and fewer promotions," John Saywell says.
PreviousNextDrug interactions – Charles Farthing
Pharmacists should look out for drug interactions and dosage changes while dispensing antiretroviral drugs, Charles Farthing, Asia Pacific regional director of medical affairs for infectious diseases at Merck Sharp & Dohme says.
PreviousNextSimplify your product range – John Saywell
Just stock one product that will satisfy each customer's need, keep it always in stock, and sell what you've got!
PreviousNextJoin the Guild – Grahame Hamblin
"Let us leave the 20th century behind, clean up our act and move on, but we must be united. Join the guild and give it your support, then the guild can up its act, desperately needed, support you better and pharmacy becomes a WIN WIN for all – the public, Government and you," Grahame Hamblin, retired pharmacist says.
PreviousNextInstalment arrangements – Jess Galyer
If you are unable to meet your tax liability you may want to consider entering into an instalment arrangement with IRD. If the arrangement is agreed with the IRD before the due date, the late payment penalty of 1% will be charged; however, no further late penalties will be charged, provide you meet the payments detailed in your instalment arrangement.
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Ask your staff what three products they would use if they had a head cold. You will quickly find there are common combos that should be easy to sell because your staff already believe in them. Apply the same idea to other customer needs, eg, headlice, cold sore, acne, John Saywell says.
PreviousNext Retailers need to find the balance between carrying a big range of products and carrying just a few best-sellers, John Saywell says.
PreviousNextBe positive. Even bad times can ultimately produce positive experiences if we choose to look for them, Clark Bailey from Baileys Health Store, says.
PreviousNextCough and Cold is a power category and should be allocated wall space immediately adjacent to the dispensary counter, Malcolm Scrymgeour, director of the Business Increase Group, says.
PreviousNextPharmacy stands to lose customers who are interested in preventative therapies to health food stores if they do not offer a natural alternative, pharmacist Nicola Johns says.
PreviousNextIf you want your staff to treat your customers with respect, and engage them in a meaningful dialogue in the best interest of your business, then you must first demonstrate these same behaviours, John Saywell says.
PreviousNextEntries for the 2009 Pharmacy Awards close on 17 April and it is not too late to get those entries in, Annette Smith, Pharmacy Awards coordinator, says.
PreviousNextPharmacists can encourage flu injections as they often see patients with respiratory illnesses, Dr Lance Jennings, Christchurch virologist says.
PreviousNext"Pharmacy has a role to play in trying to emphasise that contact lenses are worn as directed," Greg Nel says.
PreviousNextJust before the end of the financial year it is good practice to review your debtors and write off any bad debts, Jess Galyer from Markhams says.
PreviousNextEnsure all staff process credits, refunds and discounts in a uniform way to improve the accuracy of sales figures, John Saywell says.
PreviousNextPharmacists need to unshackle themselves from focusing on dispensing and take on a medicine management role, with a holistic approach to their customers who have chronic conditions and are on long-term medication.
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When identifying forged scripts, pharmacists need to be vigilant in looking out for prescriptions that seem clinically inappropriate (eg multiple benzodiazepines); have unusual or excessive quantities prescribed; have incorrect or unusually high strength medications prescribed; or appear to have photocopier marks, Rose Wall, quality and safety manager from the Ministry of Health says.
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"The single major cause of all out-of-stocks is poor store ordering practices. Both Toniq and LOTS can be set up to automatically prepare suggested orders in a timely fashion that will outperform any human ordering," John Saywell says.
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"The single biggest physical asset in your business is likely to be your inventory. How you manage this asset will ultimately determine how successful your business is," Paul Rickerby from Markhams Christchurch says.
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Go for it and enter the Pharmacy Awards. "Having your project acknowledged in such a way is well worth the effort to submit an entry," 2008 Supreme Award winner Gemma Waterhouse says. Entering is a great way to set goals and provide motivation.
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Communication is key, especially in a large shop like ours. Sometimes it can be hard to see people if they are standing behind shelves so we try to let each other know who has been served and who has not. While customers like fast, friendly service, they don't like to be asked if they need help by four different people so it is important to let the others know who has already been seen to.
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If your pharmacy sells fragrances, keep a little container of fresh coffee beans nearby. If a customer is smelling a few fragrances, sniffing the coffee beans in between testing the fragrances will help to neutralise the nose so it does not become over-powered by all the smells.
Got a great tip:
mailto:rdewar@pharmacy-today.co.nzPreviousNext
The key to putting up Christmas decorations is to be organised and do little bits at a time. If you leave it all for one afternoon, chances are you will be inundated with customers. Making sure there are enough staff members to cover the floor is also important.
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The 28ml lids from Multichem fit the Fenpaed bottle tops perfectly making it easier for customers to measure doses for their children.
PreviousNext Be happy. Seems simple, but every customer is a new person. Smile when you answer the phone and when you bring out a medicine. It's contagious and hard to argue with.
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We have a "fun day Friday" each week which is great for staff relations. Instead of going out after work, we share a lunch on a Friday. Last week we each brought in a raw vegetable and made rice-paper spring rolls, which were delicious and lots of fun to make together. It boosts morale in the team, and we try and do it on a day when all the staff are present.
PreviousNext Arrive at work with a smile on your face, and smile with your customers throughout the day. They will naturally smile back at you. This is even true when you are on the phone: people can hear when you are smiling and will naturally begin to smile, too.
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Always think outside the square in terms of promotions. The reason our counter sales are up is because we actively go out to bring customers into the store, instead of just serving those already in the shop.
Creativity when it comes to promotions is key.
Got a great tip?
mailto:rdewar@pharmacy-today.co.nzPreviousNext Albany Care Chemist is well known for service and caring for the customers. We are even quoted on an Australian motivational selling programme for thinking outside the square. The special rapport with customers stems from the friendliness, going the extra mile, wanting to please the customer, knowing them by name and greeting them in a friendly manner.
We work as a team, support is something we all get behind. Promotions of products are an important aspect of our business. Fun filled site events are talked about for weeks after, and, with having quieter days in winter, Albany Care Chemist is very proactive, be it selling motor mowers and skincare to dessert evenings, turning back time with an anti-ageing product launch with stars in your eyes (Dolly Parton and Cher). It was a team effort, customers and all involved had a memorable time. Got a great tip?
mailto:rdewar@pharmacy-today.co.nzPreviousNext
It is important to record all "near-misses" so they don't turn into avoidable mistakes. We keep a record of all the near-misses and discuss why they happened and how to stop them from happening at a weekly staff meeting.
Got a great tip? mailto:rdewar@pharmacy-today.co.nz
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Spend time creating a "favourites" list of all the trustworthy drug information websites on the internet. That way you have the information at your fingertips when you need it.
Got a great tip? mailto:rdewar@pharmacy-today.co.nz
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The thing I can recommend that's made my life easier is to buy a data logger. It's a thumb sized unit that sits in the fridge and records the temperature. You plug it straight into your PC. A light will flash if the margins you have set are exceeded and you're then able to look up how long the margins were exceeded for, and by how much.
It's an important tool when it comes to decisions of whether or not to biff medications.
Got a tip?
mailto:rdewar@pharmacy-today.co.nzPreviousNext Always remember to put the clinicians nutrient support sticker on all prescriptions with antibiotics to help customers, and add-on sales.
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Keep a pair of scissors in the fridge. Our fridge is not located in our dispensary, but we have put a "fridge" label on a pair of scissors and we leave them in the fridge so we always have something to cut the insulin packages with. Saves us walking backwards and forwards to find a pair of scissors!
Got a great tip? mailto:rdewar@pharmacy-today.co.nz
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Be prepared to become involved in your community. Putting a little back into the community on a regular basis will pay off in the long run as it uplifts the profile of the pharmacy, and increases customer loyalty. We support local schools in the area, even sponsor children for sporting events, and the families do appreciate it and will remain loyal.
Got a great tip?
mailto:rdewar@pharmacy-today.co.nzPreviousNext
The purpose of a business is to create and keep a customer. Customers buy for their reasons, not yours. Yours is to show expert product knowledge and be able to communicate this to them. Know your products!
Got a great tip:
mailto:rdewar@pharmacy-today.co.nzPreviousNext We have made a template that is ready to use to deal with the notification of prescribers when we dispense emergency supplies of medicines to patients in need.
This allows us to contribute to best practice and adds to our efficiency and consistency.
Got a great tip?
mailto:rdewar@pharmacy-today.co.nzPreviousNext
To achieve great results in shop sales, make sure that you nicely display seasonal related items in your pharmacy hot spot area(s), which is normally around 1.5 meters away from your entrance, to attract and remind customers about their needs during that season.
Got a great tip? mailto:rdewar@pharmacy-today.co.nz
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To keep patient inconvenience to a minimum, make sure the communication between staff in the dispensary and the shop is up-to-date with respect to out of stock products.
Got a great tip? mailto:rdewar@pharmacy-today.co.nz
PreviousNext Put same medicines with different strengths apart (eg inhibace 0.5mg, 2.5mg, 5mg) and put another medicine in between to separate them to avoid picking up the wrong strengths while dispensing.
Got a great tip?
mailto:rdewar@pharmacy-today.co.nzPreviousNextIn the daily battle of ever-changing funded medicines we have a system of always using stickers on these changed medicines to highlight this to customers and reinforce our counselling.
This is particularly effective when a person, other than the patient themselves, collects the medicine. It improves our service by ensuring the message gets relayed.
Got a great tip?
mailto:rdewar@pharmacy-today.co.nzPreviousNext
It's important to be involved in your community. Although it's hard to help everyone, little things do help and do get noticed.
We try to give back to the community by donating to schools, sponsoring gala events and giving in-store vouchers to marathon participants.
Got a great tip? Please share it with us. mailto:rdewar@pharmacy-today.co.nz
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Always ask the patient to give you their address before handing out medicines.
This simple open-ended question will ensure that you'll give the right medicine to the right patient.
Got a great tip? Please email it to:
rdewar@pharmacy-today.co.nzPreviousNext
We should all do our bit and recycle.
Our pharmacy creates a large amount of paper, plastic, glass and organic waste. Recycling is now quick and easy with new recycling initiatives in most councils. And it's good for the environment too, as recycling just one glass bottle saves enough energy to power a television for 3 hours!
Got a great tip? Please email it to: rdewar@pharmacy-today.co.nz
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Something that works really well in our pharmacy is our "Communications book".
Because we all do different shifts to cover the longer hours we are open, it is a great way to communicate policy or proceedure changes, Pharmac information or information just pertaining to the day-to-day running of the pharmacy.
Everyone reads it when they arrive at work and they are kept up to date on the "goings on".
Got a great tip? Please email it to: rdewar@pharmacy-today.co.nz
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When thinking about a shop refit, be extremely prepared. Don't leave to tomorrow what can be done today because you'll soon run out of time.
Prepare things like blister packs in advance to save you time when the refit happens.
Got a great tip? Please email it to: rdewar@pharmacy-today.co.nz
PreviousNext Being near to a hospital, there is always confusion surrounding the prescription charges - $15 for a non-community card prescription, $3 with the card, etc.
A good tip is to write up a chart that explains to customers, clearly, what the charges are for. It’s easier to explain the charges if they can see it in black and white.
Got a good tip? Please email it to
rdewar@pharmacy-today.co.nzPreviousNext
Look at reducing your NSS pricing to entice new customers in the door.
Many people shop around for these items and if they choose you, then they will most likely bring all their scripts to you.
Got a great tip? Please email it to rdewar@pharmacy-today.co.nz
PreviousNext We found using clean, unused polystyrene meat trays from the supermarket or Mad Butcher helps to separate our prescription orders and keep the dispensary tidy.
Got a great tip? Please send it to
rdewar@pharmacy-today.co.nzPreviousNext
When you’re cutting up the Motilium blister packs, the tablets are arranged in an awkward order to use scissors, but if you look at the pack diagonally, you will see the tablets are organised in groups of 5 diagonally.
It makes it much easier to cut the tablets if you look at the pack diagonally.
Got a great tip? Please email it to rdewar@pharmacy-today.co.nz
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When dividing insulin cartridges remember, because there are 30 days in a month and 300 doses in each 3ml insulin cartridge. Therefore 30 times the daily dose divided by 300 equals the number of cartridges used per month. So to calculate just divide the total daily dose by 10 when calculating how many cartridges are required.
Got a great tip? Please email it to rdewar@pharmacy-today.co.nz
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An old food processor can be used to dispose a large amount of controlled drugs.
The tablets and capsules take a while to break down in the mortar and pestle, but can be disposed quickly in the processor.
Some water should be added to keep down the dust, and the processor must never be used for food again.
Got a great tip? Please send it to rdewar@pharmacy-today.co.nz
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Use your own formulations.
We have our own chesty cough mixture, dry cough mixture, cold sore cream, mouth ulcer paint, haemorrhoidal ointment, etc.
When a customer comes in offer your personal formulation to them. They can only purchase it from you so need to come back for more.
· It builds customer relations more than anything else
· At the same time it adds extra dollars to your bottom line
· The key is to charge the same price as the proprietary product.
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