It's been a while since community pharmacies in sunny WA started offering UTI prescribing. As a strong advocate for the full scope of practice, I welcomed this stride in providing accessible healthcare for our community. However, recently, I've observed a lack of awareness among the public regarding pharmacists and UTIs. Many are still unaware that this service is available at their local pharmacy. I've had more than three conversations with family members and friends who were surprised to learn about this offering.
This prompted me to ponder on the broader role of pharmacies in our community and raised the question: do people truly understand the range of services a pharmacy can provide for them? Otherwise, there is a crucial need for a change in this understanding, particularly as the future of pharmacy evolves to include a wider array of services.
Pharmacies must take control of the promotion of any service, and this extends beyond the physical storefront, you must be proactive in reaching your patients. How can a person book in a consult if they don’t know about what you offer?
When it comes to launching a health service, one word is key: consistency. It's not just a buzzword; it's what keeps the wheels turning and the community buzzing with activity. However, the first step would be to make sure you and your team have the necessary training for the service. Once you have created the procedures and communicated to your team, then you are ready to start selling it to the community.
So, here are three tips, on how to seamlessly introduce a new health service into your local pharmacy:
1.Patient Connection
Launching a new health service is like introducing a new friend to the neighbourhood – you want everyone to know them! Kick off an ongoing community outreach program that goes beyond the pharmacy walls. Head to local hangouts, schools, and the digital communities where your patients hang. Share stories, offer useful information, and, most importantly, keep it personal. Hosting regular sessions (virtual or in person) not only educates but also builds that warm connection between the pharmacy and its extended family.
To explain this further let’s pretend you want to introduce the UTI services, which are tailored for women. I'd zero in on three channels that resonate with women in your community. I strive for a blend of in-person and digital engagement. Think Instagram, women-centric gyms, and mother's groups. Engage with social sports such as women's football, pilates, yoga or netball and propose newsletter contributions.
2. Visual Elements
Networking is crucial, but so is selling, especially when introducing a new service. It's essential to create a visual identity that exudes familiarity and warmth, ensuring consistency across all marketing platforms, from traditional community bulletin boards to current social media trends. Advertising your service is key to ensuring people are aware of what you offer; remember, just because you're aware doesn't mean they are.
I've collaborated with a pharmacy that provides naturopath services, nestled in the hills, giving it a somewhat regional vibe. One effective strategy they've adopted involves visiting all the local coffee shops and rotating a print advertisement featuring a QR code highlighting a specific service they offer. Since implementing this approach, their naturopathy page has experienced a notable increase in website views and a rise in inquiries. Remember, it takes over ten touchpoints for someone to recall a brand, so this tactic proves to be an excellent means of catching their community's attention.
3.Usability
Now, this is possibly the most crucial aspect of your entire service promotion campaign: ensuring it's accessible and easy to book. In the digital age of 2024, people are used to instant gratification, being able to book almost anything from their mobile devices no matter where they are. Therefore, it's vital to streamline the booking process for your services and provide the necessary links for their convenience. Always include booking links on your social media platforms, and make sure print media features QR codes for quick and effortless booking.
Now, I know some of you may think this tip is obvious. However, I firmly believe there's plenty of room for improvement within the pharmacy industry when it comes to online bookings from both banner groups and independents. I've worked with many pharmacies that still prefer phone bookings only. As a millennial myself, I understand that many of us prioritise convenience over phone calls (some of us even have a fear of speaking on the phone). Furthermore, the online booking systems that I have experienced within community pharmacy has been rather clunky. You need to make the process as seamless as possible. So, this is something that needs constant review and elevation.
In closing, it's crucial to hustle and utilise marketing to boost your service bookings. In today's age, relying solely on foot traffic won't work. Successful pharmacies grasp this reality and dedicate time to consistently inform their patients on how they can assist them. I understand that as pharmacists, delving into marketing may feel daunting and unfamiliar. However, let me offer a different perspective: You're not promoting something devoid of value; you're in healthcare, selling with a purpose. Therefore, don't hesitate to proudly proclaim that you're here to support your community. Lastly, I believe there is opportunity to stand out from your competitors, if you are proactively engaging with your community on what you offer, you might persuade patients to move their healthcare all to your pharmacy, dare to be different.