Times, they are changing.! so is the role of Pharmacy, it has come a long way from the traditional characteristics of drugstore, there are hundreds of ways to buy anything, your pharmacy is just one another way to purchase, if you want your community to rely on your service, “how can my pharmacy make the difference in the community? is the million dollar question you should ask now.
The overall customer spending on health and wellness continues to climb up; the ageing population is causing a greater demand for medications, millennials are living in a period where every minute is recorded digitally using wearable and the records are being researched and analysed by experts, the second question for now, how can I be the pharmacist of this diverse community?
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There is no one-click answer to be the centre point of your community’s healthcare needs, each community is diverse and understanding the variability and how diverse is your community can give your more insights to approach your community but if there is one thing which is common for all is, remind you! Pharmacy is a service, not a business if your focus is on serving your community and everyone’s needs then customers will come to you even if your pharmacy is not on the high street.
As its happening, we are in an environment with constant challenges, rapid growth and a mixed culture of creative and complicated humans.
How can your pharmacy engage and remain as the Pharmacy of your community?
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Every day we meet and work with pharmacists from different communities, countries and many times from different continents. 99% of all the pharmacy’s are impersonal, they don’t belong to where there are, The habit of Arab men wearing thawb evolved according to their lifestyle and geographical position but their pharmacies aren’t personalised to operate in their community and that is the reason why your pharmacy is seen by your community as a pharmacy in the community rather than “The Pharmacy of our community”
Personalisation is widely considered and defined as, changing the colour and logo of your pharmacy – it’s completely wrong in the context of pharmacy, our definition to personalisation is, “the sense of personal belonging, in other words, the personality of your pharmacy”
Why is that restaurant, your favourite? may be because they just don’t cook seafood spaghetti the way you tasted elsewhere, you like it for some reasons and it has something very personalised for you – maybe the food, atmosphere or the service and so you are happy to come back often and anxious to share your experience with family and friends. This is personalisation – The sense of “my pharmacy”.
WHAT IS THE MESSAGE you are screening to your community through your shopfront window, that you are the pharmacy for diapers and wheelchairs?
Send a positive message, let your message be on healthcare and quality lifestyle. Let your community experience healthy and beautiful lifestyle while they are in your pharmacy.
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Winning your community is by engaging, personalising and delighting your customers. The strategies you as a pharmacy owner or as a manager adopts will define where your pharmacy stand in the community. Personalised customer experience should be the main focus point of your pharmacy strategy, there is not just one answer for everything, your community is different, here is a questionnaire for Personalising your pharmacy for your community
1. Know the demographics of your community, in particular, the elderly
2. How visible are you on google?
3. Are your listed on google maps?
4. List the chronic diseases widespread in your community
5. List the healthcare institutions operating in your community and Find out the needs of your community
6. Are there services your community would like to see offered in your pharmacy?
7. Are you an information portal of your community for all healthcare needs?
8. Perhaps your can arrange for monthly/weekly consultation a with a specialist.
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If you create a caring atmosphere in your community and personalise your services for every valuable individual in your community, then, you will be rewarded with customer loyalty.