Creating a successful front-end pharmacy is much like having a special recipe. Today’s pharmacies are ever-changing to stay profitable. Pharmacists must always be looking for new revenue opportunities. The ingredients of a successful pharmacy are: top-selling OTC items, finding niche products and services, driving foot traffic, and creating a personalized shopping experience.
Knowing your customer and market is like finding the right recipe, and it must be a top priority for your business.Knowing your customer and market is like finding the right recipe, and it must be a top priority for your business. Identifying your patient and demographic needs is key in planning and selecting your products. Product selection can range from hospital retail and giftware to expanded oncology products. Successful front-end staples are essential in keeping up foot traffic and creating a loyal customer who will make your pharmacy their go-to. Customers who shop exclusively in-store visit an average of 7.5 times a year, whereas those who shop online browse a retailer an average of three times a year.
The team at Harry Race Pharmacy, in Sitka, AK, owned by Trish and Dirk White, pull front-end ingredients together like master chefs. They combine the Sitka community’s unique needs, considering location, clientele (both local and tourist), and revenue makers. They offer a soda fountain, a large OTC selection, photo department, DME, nutrition products, supplements, and seasonal gifts. The pharmacy even holds an honor from NCPA for their creative, attention-grabbing swimsuit supplement display.
Regardless of type, shoppers want a personalized experience. Customers prefer to be acknowledged in-store rather than via digital channels, which makes being their community pharmacy go-to all the more important. The in-store equation includes all touch points: retail displays, mobile technology, online shipping options, and personalization. Make sure to combine customer service with signage and display to make the most of the eight phases in your patients’ buying cycle:
1. Invitation
2. Direction
3. Discovery
4. Engagement
5. Decision
6. Confirmation
7. Closure
8. Memory
Make sure that your front-end manager works to maximize program and partner opportunities with your suppliers and memberships. While it can be time-consuming, having a strategic plan to map out healthcare, seasonal, and marketing promotions will pay off in the long run. Utilize NCPA membership with easy, expert front-end advice at www.NCPA.org. The AmerisourceBergen Free Goods program and private label products take advantage of national manufacturer advertising and often offer excellent returns. Make sure to check out WSPC ancillary suppliers in the member section of our website.
