Thirty-five percent of shoppers have had an extraordinary retail experience in the past six months, according to research from Wharton’s Jay H. Baker Retailing Initiative. Are your patients among that group?
Creating an extraordinary in-store experience in your pharmacy will keep patients coming back, and give them positive stories to share with others about your business.
But, how do you make your pharmacy’s in-store experience special? Here are key factors of a quality in-store experience to incorporate at your pharmacy.
Simplicity and ease
Everything about your pharmacy—finding it, navigating the aisles and making a purchase—should be simple for patients.
This starts before a patient even enters the door. Is your pharmacy simple to locate? Is it easy to park in your parking lot? Can they see your sign from the road? Is it clear that your pharmacy is in fact a pharmacy?
The same principles apply once the patient arrives at your pharmacy. Is it easy to navigate your aisles? Do you make prescription transfers simple? Is it easy to talk with a pharmacist?
If using your pharmacy is difficult, patients will go elsewhere.
Customize it
Whenever possible, customize the experience for each patient. Make him feel special.
Learn each patient’s name, facts about her life and greet her personally every time she visits your pharmacy.
Incorporate your services, too. Tell patients about how compounding can tailor medications specifically for them or how a flavoring service can customize the taste of their kids’ medicine.
These small, personal touches will set your in-store experience apart from your competition.
Speedy service
Patients today are impatient. A key part of your pharmacy’s in-store experience is likely fast, accurate service.
Minimize wait times, and if they can’t be avoided, make the wait pleasant. Create a comfortable waiting area that’s neat and stocked with relevant and current entertainment or educational materials.
Remember, while quick service is an important part of a good in-store experience accuracy is more important, so don’t sacrifice quality for speed.
Deliver what’s needed
Providing patients with the prescription medication, over-the-counter products and education they need—when they need it—is essential to a quality in-store experience.
If you market your pharmacy as the place to go for diabetes-related products and you run out of compression stockings, lancets, or other diabetes essentials, then you’re not delivering on that promise.
Keep your pharmacy well stocked, and if you don’t have what your patients’ need, get it for them as soon as possible.
Good communication
A good in-store experience starts by greeting patients with enthusiasm, an ear-to-ear smile and eye contact.
Taking time to teach your staff good communications habits, and to practice those skills, will enhance the experience for patients and set you apart from national chain or big box pharmacies that don’t take the time for personal greetings.
Go above and beyond with good communication and consider sending your patients a thank you note or a get well soon card to show you appreciate them and that you’re thinking of them.
Offering education
To provide an excellent in-store experience at your pharmacy, you have to provide patients with more than just their medication—they need education.
Counsel patients about their medication, possible side effects and answer any questions they might have to add value to an in-store experience with your expertise.
Take it a step further and offer patients more extensive educational opportunities. Consider hosting monthly educational classes on diabetes, nutrition, heart health or other health topics.
Solve problems
Be proactive in solving patients’ issues, even if it’s not directly related to your pharmacy, such as calling about an insurance issue.
Serve as your patients’ ally and do whatever you can to make their in-store experience at your pharmacy as problem-free as possible.
Something extra
Whether it’s a small gift, a free cup of coffee or tea, or a yearly customer appreciation day, offer patients something extra to heighten their experience with your pharmacy.
Patients will remember these gestures, even if you only do something extra, such as a holiday drawing or hosting a community block party, once a year.
Make your pharmacy a source not just for commodities, but for an experience. Learn more about why the patient experience matters.
Related articles:
Customer Service, Patient Satisfaction: Creating a Customer Experience
How to Create a Customer Experience That Stands Out
3 Quick Tips for a Terrific Pharmacy Drive-Thru Experience
