Can A Pharmacy Charge For Cognitive Services?

A housewife went to the basement to do laundry.  She soon discovered that no water flowed to the washing machine so she called a plumber.  The plumber examined the pipes in the basement, took out a hammer and hit a place where two pipes joined.  Immediately water flowed to the washer.  

The plumber handed the housewife a bill for $100.  She protested at such a high price for such a simple task.  The plumber took the bill back and rewrote it.  This time the bill said, $1.00 for hitting the pipe, $99.00 for knowing where to hit it.  

So what does this mean for pharmacy owners?  Your expertise has value but finding ways to charge for it will not be as simple for you as the plumber.  It can be done. I know because I have been in pharmacies that do it.  But it will take some careful thinking about what you can do, where you provide it and how you explain it. 

Surely you won't start charging for simple OTC advice or counter-side consultations.  But that doesn't mean you can't set up a program where you offer to sit down, on an appointment basis and do a thorough medication review where you capture all the medications a person takes, including OTC, essential oils, supplements and even discuss some dietary issues. 

An offer to do that, by appointment in a private, or even virtual setting, for a fee could appeal to a small percentage of your patients.  Once you get started and have some success your confidence will grow and you'll find ways to get others to participate.  I'd even be willing to bet some of your patients will suggest the service to others and you'll attract new customers.    

For more ideas, and to hear first hand how other pharmacy owners are implementing new, profitable programs and services check out my podcast; www.pharmacycrossroads.com

  

The Most Important Marketing Rule

I have written a number of pharmacy marketing articles and delivered dozens of live CE programs on the topic.  That's because I think good marketing is a critical success factor for independent community pharmacy.  

If you want to improve your marketing here are the four "rules" to consider, listed in order of importance. 

1. Have Something Good to Say.  That means, run an exceptional pharmacy.  Provide people with the products and services they want in a pleasing atmosphere with great customer service.  

2. Say It Well.   The words you choose to use matter.  One way to illustrate this is to imagine a young couple on a date.  The man looks into his date's eyes and says, "When I am with you time seems to stand still."  Or, he can say, "You have a face that will stop a clock."  Same idea, completely different response.  You'll want to work hard to create a persuasive message about your pharmacy.  

3. Say It Often.  You and your staff will share the message hundreds of times during the week and you'll be tempted to mix-it-up or, ad-lib.  But, before you do ask yourself if the message still resonates with your patients.  If it does, keep using it. For example, how many times have you heard, "15 minutes will save you 15%?  

4. Say It In The Right Place.  Where you promote your pharmacy should be consistent with the feeling or image you desire to create.  If you are striving for a clinical feel you'll want to focus on networking with healthcare organizations or writing articles for the local media.  If you seek a full-service drug store image, you'll want to sponsor little league teams, or fun-runs or perhaps have a cute delivery vehicle.   

Like a lot of things, saying all this is simple.  But doing it is hard but that's okay you do lots of hard things. Give these four guidelines some serious thought.  Talk them over with you team and challenge everyone to help make sure you are, first of all, running an exceptional pharmacy.  Then work on finding effective ways to tell others about what you offer.