Hometown Pharmacy is a remarkable
small chain in northwestern Missouri. One noteworthy thing they have done is implement
an impressive new customer program.
The chain operates three retail pharmacies,
a DME store and a Long-Term Care facility.
Ted Grothe, Vice President and partner, says that several years ago they
made a conscious decision to improve the way they greet first-time customers.
The new customer program follows a
carefully thought-out checklist. It
starts with a team member greeting the person and handing the script over to
the pharmacy where processing begins with the pharmacist using a dummy
profile. At the same time a team member
visits with the patient and writes down all the necessary patient data. Grothe says this process helps to
personalize the intake process.
When the script is done, the pharmacy
manager comes out to meet and counsel the patient. As this conversation ends, a team member
hands them a new patient packet with several colorful brochures. The brochures highlight several of the
services the pharmacy provides; such as, free delivery, immunizations, diabetic
shoes, etc. The presenting team member has been taught to point out just enough
to pique the patient’s interest without over whelming them.
The packet also contains a $5.00
gift card good for any front-end purchase.
At the same time, they are given a small gift. Grothe says the gift
varies, but is often something like a nice pill organizer or a first aid
kit.
Finally, the program calls for
each new patient to get a call from the pharmacy manager three or four days
later. Grothe says the program is embedded
into their corporate culture and is well received by patients. Grothe says it is not unusual for a new
customer to tell their friends about Hometown Pharmacy. A real win-win, according to Grothe.
This issue of
Kneeland’s Notes is sponsored by GRX Marketing, a truly unique company that
focuses on helping community pharmacies organize cost-effective marketing
programs.
To learn more, go to www.grxmarketing.com
