A more health-conscious mentality is sweeping the nation.
As many as 72 percent of individuals plan to exercise to lose weight and 65 percent of individuals claim to be minimizing their fat intake, according to “We Are What We Eat: Healthy Eating Trends Around the World,” a Jan. 2015 report by Nielsen, a global information, data and measurement company.
Gearing your pharmacy to appeal to health-conscious patients could prove to be a lucrative concept for your business. In the last two years, sales of healthy categories grew seven percent, according to the report.
Stocking your front end with health and fitness supplies, educating your patients on topics concerning their wellbeing and offering preventative care services are just a few ways your independent community pharmacy can target a health-conscious patient base—and boost profits.
Try these five ideas to expand your pharmacy’s appeal to health-conscious patients.
1. Know what makes them tick
Conducting research is the first step to garner the attention of health-conscious patients. Knowing what these patients want and need can help you better cater your pharmacy to their requests.
For example, before starting a new service conduct a short email survey to determine if patients are interested in a weight loss or nutrition education program.
2. Offer preventative care services
Immunizations aren’t the only preventative care service your pharmacy can offer patients.
Preventative care services, such as health screenings, are a valuable niche opportunity for your pharmacy business.
They’re a great way to bring in extra revenue for your pharmacy, and ensure your business attracts a health-savvy demographic. And, health-focused patients will appreciate the additional services your pharmacy provides to help them monitor their individual health.
Other preventative care services that can appeal to health-conscious patients include medication therapy management (MTM), disease state education and smoking cessation.
3. Showcase patient testimonials
Since health-conscious consumers do their research, they’ll be sure to investigate your pharmacy before they stop by.
Ensure that your pharmacy’s website and social media profiles are full of complimentary testimonials.
When your pharmacy’s online ratings and reviews are positive—and highlight your business as a health destination—potential patients may be more inclined to visit your business and refer a friend or family member.
4. Choose front-end products that suit patients’ needs
Patients are increasingly becoming educated on the products they purchase. And, health attributes are influencing the way patients purchase.
Twenty-four percent of respondents said a given health attribute is very important in their purchase decision, according to the Nielsen report.
Are the front-end products at your pharmacy appealing to health-conscious patients?
Examine your pharmacy’s current patient base and observe buying patterns and purchasing habits to help you pinpoint where your pharmacy is thriving, and where you could use some work.
For example, analyzing your pharmacy’s point-of-sale (POS) data can help you determine which front-end health products are the most popular. You may discover that diet bars or protein powders are a best seller among your pharmacy’s offerings.
Additionally, design your front end to target health-conscious shoppers. Highlight an end cap stocked with health and wellness products, such as vitamins and supplements, water bottles and sports nutrition products, like protein powder, to catch the attention of health-focused patients.
5. Position your pharmacy as a health destination
Branding your business as a health destination requires you to build your credibility, make your presence known and be transparent.
Build your credibility by making your business known as an industry expert. Consider sharing health information on your pharmacy’s social media profiles, such as statistics on the importance of watching calorie intake for patients with heart disease or the importance of good nutrition.
Regularly sharing health information will also help make your presence known to potential health-conscious patients. Reach these patients by offering direct mail subscription that includes the latest health news.
And, don’t forget that health-conscious patients are doing their research. Transparency is key with these patients. Always be clear about who your pharmacy is and what you offer. Don’t make promises you can’t keep.
Target health-conscious patients by promoting healthy living in your pharmacy.
