In today’s world, ensuring your independent community pharmacy stays relevant isn’t easy.
As the technology and the needs of patients evolve, it becomes more difficult to convince patients that visiting your pharmacy is still the best way to purchase products.
In recent years, the convenience of online shopping has become increasingly popular among consumers—including your pharmacy’s patients. Many retail websites are offering the same over-the-counter (OTC) medications and products your pharmacy sells, allowing patients to make purchases from the comfort of their homes—and decreasing foot traffic to your pharmacy.
But, you don’t have to let online shopping become a threat to your pharmacy business.
Here’s a look at the factors that can encourage patients to visit your pharmacy instead of shopping online.
Offer short wait times
When patients order a product online, they have to wait for it to ship, which can be an inconvenience for those who want the product sooner. Shopping at your pharmacy can alleviate this concern.
But for patients to choose to visit your pharmacy instead of clicking a button on their computer, you need to offer them speed and convenience.
If patients are forced to wait in long check-out lines at your pharmacy, they’ll be more inclined to take their business elsewhere—even back to the computer.
Make sure your pharmacy is properly staffed during busy times to handle the volume of patients and keep lines moving. Keep your front end well-stocked with a variety of OTC medications, vitamins and supplements, medical equipment and other products, so your patients can easily find what they’re looking for.
Provide expert counseling
A patient making a purchase online doesn’t have the ability to ask questions about different products and receive expert advice or recommendations.
And, with increased competition and the growing number of similar products available, many patients are looking for some guidance.
At your independent community pharmacy, you can advise the patient on which products to choose to best meet his or her needs.
For example, if a patient is looking to purchase vitamins or supplements, you can provide an expert recommendation on which ones will be the safest and most effective. And, you can even discuss the patient’s current medication regimen in order to help him avoid any medication interactions.
To pull it off right, make sure a pharmacist is always available to answer patients’ OTC questions. Also, considering putting up front-end signage that can help patients, such as ‘Our Pharmacist Recommends’ signs.
Give personalized service
The personalized service your independent pharmacy can provide to patients is one of your most valuable assets.
Many patients find good customer service to be invaluable, and will choose that over the convenience of online shopping.
Additionally, you have the opportunity to form relationships with your patients, which is something they can’t get from a computer.
For example, if you know a certain patient always adds a pack of gum to her order when checking out, give her a pack for free next time. She’ll appreciate the gesture not just because of the free gift, but also because you remembered her.
Train your employees to provide excellent customer service to patients, so that each experience reminds them why they chose to visit your pharmacy instead of shopping online.
Many people value supporting small businesses in their community. Encourage patients to shop at your local, independent pharmacy.
