Picture this scenario.
A patient visits your pharmacy because of its convenient location. When she pulls into your parking lot, she eyes the signage you haven’t changed since 1992.
As she heads to the pharmacy counter, she notices the outdated wallpaper and the sparse shelves. She asks if your pharmacy offers travel vaccinations, and the pharmacist is quick to tell her “no.”
She pretends to browse your slim over-the-counter (OTC) product selection for a second so as not to be rude and bolts for the door.
If patients think of your pharmacy as out-of-date, or if its product and service offerings don’t meet their needs, you’ll likely lose valuable business to your competitors.
Stay relevant in today’s market with an up-to-date pharmacy image that continues to attract patients.
Adjust your approach
So, you’ve decided to refresh your pharmacy’s image and move in a new direction. Now what?
You have to adjust your operating model to meet your business’s new needs.
But switching your approach isn’t easy. Your employees are likely comfortable in their routines.
For example, the market may require you to transition to a value-based health care model. But if your employees are used to simply dispensing prescriptions, it’ll take time for them—and you—to learn to provide more clinical, patient care services.
Make sure your pharmacy team understands why you’re adjusting your approach and is on board.
Re-train employees if necessary, so your pharmacy can continue to operate as smoothly as possible.
Listen to—and engage with—your patients
Updating your image means meeting your patients’ needs (and wants).
But if you don’t know what those needs and wants are, how can you successfully make changes?
Listen to what your patients are telling you. And, engage with them to leverage their interest.
Use social media platforms to introduce your new image. Pay attention to how patients respond, and adjust your new approach accordingly.
Establish credibility
It’s not enough to introduce your new image. You need to explain the reasoning behind your decision.
Press releases, articles and blog posts are all great platforms to help patients understand where you’re coming from.
Establish credibility by explaining how transitioning your business will benefit patients and help you achieve success.
Once your pharmacy’s new vision is credible, you can focus on executing your image refresh.
Update your visual image
It may seem obvious, but updating your visual image is so important.
When patients see a difference in your branding, they’ll recognize change and better understand your vision.
Update your logo, slogan and website to reflect your pharmacy’s new image. Make sure your new branding appears on all digital platforms and print materials.
Hire new talent
Your pharmacy team might not possess all the skills necessary to transform your business right away. You may need to hire new talent.
For example, if you want to provide more clinical services, hire an experienced pharmacy technician who can take over duties behind the pharmacy counter and free up your pharmacists’ time.
Or, hire a freelance graphic designer to help you create your new visual image.
Evaluate your financials
While your public image is an important part of transforming your business, it’s not all that matters.
Before you can transform the operational aspects of your business, you have to evaluate your financials. Ask yourself what’s working and what isn’t.
For example, maybe you need to invest in an automation system or increase your front-end product selection.
If your cash flow and other aspects of your pharmacy’s financials aren’t healthy, you won’t be able to afford to make necessary changes.
Implement a marketing campaign
Updating your pharmacy’s image is a big deal. Your marketing efforts should reflect that.
Create a marketing campaign around your new image and branding to inform the public and to build excitement.
Use a combination of digital and print platforms, including social media, email marketing, direct mail and flyers.
Remember, replacing your pharmacy’s old image with your new one takes time. Consistently market to patients to stay top-of-mind until your new image starts to take hold.
With a new image, you won’t have patients bolting for the door, but instead eager to come in it.
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