So, if you own, manage or work in a pharmacy you may find this helpful.  I was recently exposed to a book called, The Rabbit Effect.  The title comes from an experiment the book tells of where scientist, in an effort to measure the effects of diet on cholesterol, took several groups of rabbits and fed them a high fat diet.  

The experiment’s details are not as important as the unexpected findings.  Evidently one group of rabbits, fed the same diet as another cohort and with the same general age, weight, sex characteristics ended up with a 60% lower cholesterol as their control group.  The scientists were baffled so they doubled checked all the data and tried to come up with a reason for the remarkable difference.  

The author of the book states that as a result of all the double checking and interviewing lab technicians they finally found what they decided was the cause of the difference.  A new lab technician, somewhat unfamiliar with all the protocols, fed the rabbits the controlled diet at the designated time.  But, being new to the lab she was attracted to how cute the rabbits were so when she feed them, she picked them up, cuddled them and spoke gently too them.  

The final determination of the study is that love, attention and caring has a demonstrable healing effect.  

So, why share this cute rabbit story with a group of hurried and harried pharmacy workers.  Because it has been shown, care, kindness and speaking gently with people has a positive effect on health outcomes. 

Much has been said about the importance of clinical competence.  But, the phrase – bedside manner – comes to mind.  Couple that with the the right atmosphere, ambience and general feeling of the Pharmacy and you are likely to get better outcomes.  

Here is a short take asway from the author of the report I read on the book. “The rabbit effect means that when it comes to our health, we’ve been missing some crucial pieces: hidden factors behind what really makes us healthy. There’s a social dimension to health that we’ve completely overlooked in our scramble to find the best and most cutting-edge medical care. Ultimately, what affects our health in the most meaningful ways has as much to do with how we treat one another, how we live, and how we think about what it means to be human than with anything that happens in the doctor’s office.” 

So, while it will be tough, my challenge to you is continue to build your clinical skills and deploy as much technology as makes sense.  Adopt new health care services, like point of care testing or medication synchronization.  But, in all you do, find a way to do it with a personal touch.  Talk to people about their health, and about their life.  And, as they come to know that they are appreciated as people, in your pharmacy, they will get better and be better customers. 

I know it’s a tough challenge, but according to what I just read it will make a difference in your life, the life of your patients and in the health of your practice. 

For more ideas, information or inspiration on how to improve your pharmacy check out my blog at: www.pharmacycrossroads.com  

Here's  hoping this will help you do more and be better. 

I had an eye opening experience today.  This morning I spent an hour or so reviewing entries on pharmacists nominated in the entrepreneurial category for the Next-Generation Pharmacist Awards.  My career has been centered on independent community pharmacy for 4 decades.  As The Road Trip Guy, I have driven to and visited amazing pharmacies all across the country.  Still, I was blown away by the uniqueness of the 10 pharmacy owners I read about today.   They have indeed found a way to think outside the box.   

Some of them have created retail pharmacies that sell only generics or that that do not accept any insurance.  Others operate in "the cloud" but provide same day hand delivery.  One is a mobile pharmacy that does only vaccinations.  They literally have no physical location.  Another bought a medical transportation business to help people in underserved communities get to their healthcare providers.  Then there is a specialty pharmacy doing amazing things with HIV, Hep. C,  and monitoring progress doing laboratory testing under a CLIA waiver.  

One comment made famous in the movie, Jurassic Park, is, "life will find a way."  My comment from today's experience is that pharmacy, will find a way.  My thanks to Parata and Pharmacy Times for inviting me to be a judge for this awards program.  But, more importantly, my thanks to those pharmacy owners who realize that the problems are opportunities in disguise and are finding ways to do more and be better.  

If you've not had a chance to meet Joe Moose, partner is several community pharmacies in North Carolina, then you are in luck.  Joe takes some time to visit with me and share some success stories.  The podcast went live the other day.  You can listen in at this link:  https://omny.fm/shows/pharmacy-podcast-network/pharmacy-industry-living-legend-joe-moose-pharmacy

Thanks Joe for sharing so many good ideas and explaining how they came to be and how they work.  The podcast; PharmacyCrossRoads has been created to help community pharmacy Do More & Be Better.  

 I am told almost everyday by a pharmacy owner that "My customers won't pay out-of-pocket for extra services." When I hear this I am reminded of the quote attributed to Henry Ford; "Whether you think you can, or you think you can't, you're right."

Deborah Bowers was a guest on the podcast; PharmacyCrossRoads, in early May.  She tells our podcast listeners about how - and why - she established a special web appointment system and when people want some serious help understanding and organizing their medications she refers them to the web site, suggests they schedule an appointment; and..... wait for it; pay cash for the service.  

You just may want to take a listen to the whole 35 minute interview; https://omny.fm/shows/pharmacy-podcast-network/dr-deborah-pharmacy-crossroads 

Here's hoping something you learn on any of our podcast shows help you do more and be better.  Check them all out at: www.pharmacycrossroads.com  and subscribe on Apple iTunes or where ever you get your podcasts.

 

The Pharmacy Marketing Mandate....

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.

The Story Is Told.....

 

of the general manager of a prestigious country club.  While examining the books he was appalled to see how much they spent on shampoo for the men’s shower.  As a first-class club they had a pattern of putting our full bottles of a top-notch brand of shampoo and conditioner and it seems the members were taking the liberty of taking a bottle home with them in their sports bag.

The GM met with senior staff and board members to discuss what they could do.  No one wanted to accuse members of stealing.  Ideas such as putting in security camera’s or checking members bags or even posting signs asking people to not take the shampoo home were deemed too intrusive and dismissed. 

At a loss for what to do the GM eventually went down to talk with the custodian. Since this was such a low-level employee, he did not have much hope.  But he was stunned when the custodian came up with the perfect answer.  He said, “If you want, when I put out a new bottle of shampoo, I’ll can remove the cap.”

What is the morale?  Sometimes the people on the front lines, stocking the shelfs, and working the cash register are in a better position to know how to solve a problem than the people at the top.  Try to involve everyone when solving a problem or trying out a new idea.  

Pharmacy Is At A Crossroads And That Is Good News

Some pharmacies continue to generate sufficient profit by filling ever increasing numbers of prescriptions while using technology to reduce operational costs.  While that may work for some pharmacies that strategy will be hard for most independent community pharmacies to follow. 

Fortunately, creative pharmacy owners and dedicated suppliers have found new avenues for profitable growth. Many pharmacies are successfully incorporating cash-pay services into their practice.   Among them are point-of-care testing, weight loss, health coaching and drug nutrient depletion.  Some of the more aggressive pharmacy owners I know openly talk about how they work with patients and prescribers to take people off of prescription medications in favor of nutritional supplements.   

I recently had a discussion with an innovative pharmacist that is working with physicians all across the country.  He contracts with them to provide a specially trained pharmacist that works in the doctor’s office.  As a contractor the pharmacist meets with patients, provides counseling and does medication reviews.  These services are billed by the doctor using well established billing codes and the pharmacist is paid by the hour for the services he or she provides.      

Pharmacogenetic (PGx) testing is growing as it takes much of the guess work out of prescribing.  True, it is expensive, several hundred dollars per test and most people won't pay; but, some will.  Counseling with the patient on the meaning of the results and then working with the patient’s doctors to adjust therapy is an exceptional opportunity for pharmacy.   At this time, third-party reimbursement for the PGx testing seems to be a ways-off.  One innovative pharmacist successfully selling this service told me he hopes insurance companies never pay, saying, “As soon as they do reimbursement will decline.”  

Then, to the point on almost every pharmacy owners mind, COVID testing and vaccination.  Retail pharmacy has benefited from numerous press reports on how pharmacists stepped-up and helped solve the vaccine administration problem. Building on this platform of success will open doors for pharmacy in lots of new areas.   

The bottom line, filling prescriptions will still be a major component of community pharmacy.  Helping people with their medications is a critical aspect of healthcare; and, one that rightfully belongs to pharmacy.  But it is also clear that dispensing alone will not be sufficient for most pharmacies going forward.   

Community pharmacy is at a crossroads.  Change is coming and the good news is there are already several practice formats that have proven to be practical, and profitable.  But it won’t be easy.  My advice, think, research and then find a new product line, program or service that best fits your communities need as well as your skill set and passion. Then, get started and remember the Nike sports wear company slogan; Just Do It.  

If you own a pharmacy, or if your job brings you in close contact with pharmacy owners, you may want to check out my podcast:  www.pharmacycrossroads.com.  Each podcast runs about thirty minutes and provides information from successful pharmacy owners and industry experts who are kind enough to share their management, marketing and clinical success tips.