Your front end is an opportunity to dramatically boost your profits, but if your shelves are stocked with slow-moving, low-margin products, you could be wasting a valuable opportunity.
To make the most of your front end, you need to develop a system for determining which products will be the most beneficial to your patients and to your pharmacy. Scrutinize each product you put on your shelves, and evaluate if the products already on your shelves are the best choice.
Here are five questions to ask to help you decide if you should stock an item in your front end.
1. Do my patients need this product?
Certain products, such as bandages and antibacterial ointments, are essentials. Patients expect your pharmacy’s front end to have these health care basics. And patients will repeatedly purchase these products because the need for them is reoccurring.
Other products, such as elaborate gifts, might not meet a specific patient-need, so consider replacing them with something that has a greater demand.
2. Do my patients desire this product?
Want and desire are powerful purchasing motivators, so be sure to stock desirable, trendy, and non-essential items in your front end, too.
For example, patients might need a lip balm, but they might want the latest, trendy brand of lip balm, so be sure to stock trendy options that appeal to a sense of want, as well.
Also, snacks and treats are another example of products that patients might not need, but they want. Having these products on hand can encourage patients to make impulse purchases.
3. Will patients come to my pharmacy with the intention to purchase this specific product?
The intent to purchase a certain product can motivate patients to visit your pharmacy specifically and repeatedly. Stock products that patients need and can only get at your pharmacy.
If you’re the only place in town that carries a specific type or brand of vitamin, patients will have to come to your pharmacy to get it. Products that are a regular, reoccurring purchase, such as vitamins, work especially well at getting patients in the door.
Products that inspire patients’ purchase intent are worth the shelf space, and you can identify these products by asking patients if they have any requested brands or items.
4. Does this product offer a value-added experience for my patients?
Products that can be purchased at basically any pharmacy might seem ill-suited for your front end. But if you can find a way to add value to the product with counseling, services, or your expertise, you’ll make your entire pharmacy more valuable to the patient.
For example, patients can purchase lancets and diabetes testing strips at virtually any pharmacy. But by counseling a patient with diabetes about skin care, advising him about healthy eating, or developing an ongoing relationship, your advice will give the diabetes care products he buys an added value.
5. Is this product different from the other products I already offer?
Stocking similar products is likely a waste of your shelf space.
For example, your pharmacy’s front end doesn’t need 40 different options of Mother’s Day cards. Instead, stock a handful of different cards, so patients have a selection to choose from, but not so many that you’re wasting space.
Also, look at the variety of brands you stock. How many brands of various products, such as sunscreen or mouthwash, does your pharmacy need? If you have a particularly slow-moving brand of vitamins, consider switching it out for a new product.
But be sure not to eliminate all variety. It’s important to keep options for patients. For example, vitamins specific for older women and men, and children are key products to keep in your front end.
Don’t be afraid to experiment with new products and replace the ones that aren’t working. Every product might not a yield a “yes” to each of these questions, but it’s important to scrutinize your front-end products to make sure you’re making the most out of your shelf space. Learn more about making the most out of your front end.
