The Pharmacy Marketing Mandate

Most independent community pharmacies retain the services of a lawyer and accountant.  The reason, legal and accounting functions are important, complicated and most pharmacists do not have the skill, nor the time, to perform these critical tasks.

With so many pharmacies adding new services such as; immunizations, medication synchronization, convenience packaging, etc. I’d argue the time has come for pharmacy owners to add a marketing professional to the list of needed experts.

The reason, most consumers do not understand the need for these new services.  And, some of the ways I have seen independent pharmacy owners try to promote them is counterproductive.  For example, I see web sites that say the pharmacy does compounding, MTM, or drug nutrient depletion.  How is a consumer supposed to know what those words or acronyms mean, never mind wanting them bad enough to pay for them? 

As a pharmacist you have spent countless hours in formal training to make sure you understand the chemical composition of medications, how the body absorbs them and what other medication can do to disrupt their positive effects.  You have been schooled in the technical aspects of dispensing.  You understand the critical importance of doing things right, every time.  That is a powerful and valuable skill which I am glad you have.   

As a pharmacy owner or manager, you are faced with two marketing problems; first you need to carefully determine what new services you can profitably provide.  Second, once you decide on that you need to find cost-effective ways to build demand for these new services.  

Wholesalers, buying groups, technology providers have been urging you to make changes to your practice for years.  Phrases like, “practice at the top of your licenses,” are commonly repeated.  That is good advice but it overlooks the most important practice challenge.  Most pharmacists do not know how, nor do they want to become sales people.    

So, what’s the answer?  Well, at least one path to success is for your pharmacy to hire, or retain, a marketing professional.  This pattern for success was carefully crafted years ago by The Professional Compounding Centers of America (PCCA).  One key to success in compounding is having someone call on doctors and explain the benefits of compounded medications.  Likewise, you need to build demand for the new services you hope to profitably provide.    

Doing this requires time and the ability to persuade.  The good news is that if you don’t have the time or the ability to sell, you can buy it. Yes, it costs money, money that is hard to come by with reduced reimbursement, claw backs and egregious audit practices.  But, the solution to most of these third-party caused profit problems is adding these new services to your practice, and charging for them!  If done properly you can find ways to make these changes and see them paying for themselves in a relatively short period of time. 

That is why I call this essay, the Marketing Mandate. For most pharmacy owners doing this on your own is just not an option.  And for those that have the ability to do "marketing" I wonder if you will ever really get around to it.   

Most wholesalers and buying groups have well developed programs for providing these kinds of services.  But for those who choose not to use  these partners, for any number of reasons, I am aware of a few companies that specialize in independent community pharmacy marketing.  If you'd like a recommendation just let me know.  

And, I'd know you what you think, on marketing, or any other retail pharmacy topic. 

            Complaints, kudos, questions; you can reach me at:  BFKneeland@gmail.com