When it comes to health care, men can seem like an endangered species.
So, many pharmacies stop hunting for them.
Don’t make that mistake.
While women are the primary health care decision-makers for their family, men still make up half of the population.
And, they’re likely still a profitable population for your pharmacy because from infancy to old age, men are less healthy than women.
Men are also half as likely as women to go to the doctor over a two-year period, according to a 2014 survey by the Centers for Disease Control and Prevention (CDC).
But, they may be more likely to visit your pharmacy than their physician.
That makes your independent community pharmacy a vital part of their well-being.
Promote men’s health at your pharmacy and make it a destination they won’t avoid.
Train your staff in soft skills and communication
Men are notoriously close-mouthed about their health. Often, their reluctance to discuss health concerns leads to avoidance of health problems.
Make men feel comfortable. Create a pharmacy atmosphere free from judgment. This is a crucial step in promoting their health in your pharmacy.
Start with the way your staff converses with men. Train your employees in soft skills and communication, especially how to navigate sensitive issues and read nonverbal cues.
Once men feel comfortable with your staff, they’ll be more likely to ask important questions about their health and seek remedies from you.
Provide convenient health diagnosis services
For many men, your pharmacy will be the closest they get to a physician.
Surveys show that men avoid medical evaluations for a variety of reasons, partly because of the discomfort of someone else surveying their body and invading their privacy.
In some men’s ideal world, machines perform their health evaluations and never require them to disclose sensitive health issues to a human being.
Your pharmacy can meet them halfway by offering quick and private ways to evaluate their health.
If men can receive a health review without sharing much information, they’re more likely to seek it.
For example, offer a blood pressure machine so men can casually test on their own terms without face-to-face interaction.
Or, invest in a kiosk that provides measurements for multiple vitals and health indicators.
If you offer clinical services, men will think of you as their ticket to health without the doctor. And in the end, your services will point them back to their doctor and improve their health.
Offer sports nutrition products
It’s no secret that many men love sports.
While they don’t like to discuss their health, they’ll discuss how to enhance their fitness and athleticism.
And, the sports nutrition industry is estimated to grow to $45 billion by 2022, with males making up a huge portion of that customer demographic.
Consider selling specialized supplements for sports nutrition, including vitamins, herbal products, and over-the-counter medicinal solutions.
In addition to sports nutrition products and supplements, some pharmacies have hired a sports nutritionist to consult patients on site and provide customized nutrition plans. Sports nutrition consultation will not only build patients’ trust in your pharmacy but will also foster relationships that keep patients coming back.
And, once you’ve drawn in men through sports nutrition, they’re likely to purchase other products as well.
Display male-themed products at endcaps and registers
Many men walk into the pharmacy to grab prescriptions for themselves or a family member and get out. They don’t browse. They don’t chit chat with the pharmacist.
That means you need to attract (or distract) their attention, through target marketing in your store. End caps displaying best-selling male grooming products, for example, could help catch their interest.
Men are just as likely as women to impulse buy. So, place male-related products near the register to tempt men into purchasing an item at the last second. Or, place products that make great gifts for their spouse.
Make women your allies
Research shows that men who are married or cohabitating with a partner are more likely to seek preventive health care services because their spouses or partners encourage them to do so.
So, directly targeting women is an effective way to indirectly target men.
Start by educating your female patients on the common health issues for men, as well as the products and services you offer to prevent those issues. Achieve this through posters, awareness weeks, education seminars or brochures.
Or, speak to women about their spouse or partner’s health during consultations and conversations. The more you educate them, the better they’ll be able to discuss male health issues with their partner.
Men aren’t endangered. Your pharmacy won’t be either, as long as you make it the healthcare destination for men as well as women.
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