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Most independent pharmacies retain the services of a lawyer and an
accountant. The reason, legal and accounting functions are
complicated and most pharmacists do not have the skills, nor the time, to
perform these critical tasks.
With so many pharmacies adding new services such as; Point-of-Care
testing, 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 pharmacy owner or manager, you
are faced with two marketing problems:
- You need to carefully determine
what new services you can profitably provide
- 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.
One solution would be for your pharmacy to hire a marketing “guru”, or
retain a pharmacy marketing firm.
Yes, it costs money to do “marketing”. 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 problems
is adding these new services to your practice. If done properly you
can find ways to make these changes, and see them to start paying for
themselves, in just a few months.
Here’s wishing you well as you work to profitably serve the people in
your community.
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