Pharmacy Inbound Marketing

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Laying out your pharmacy space

The lay out of your pharmacy is an important aspect.  While your primary aim as a pharmacy owner is to help your clients out with there medication, you can also help them out by stocking some convenience items that they may need.   At the initial entry of the business, create a little decompression zone […]

The lay out of your pharmacy is an important aspect.  While your primary aim as a pharmacy owner is to help your clients out with there medication, you can also help them out by stocking some convenience items that they may need.

 

At the initial entry of the business, create a little decompression zone or open space by the door.  This will give the client a chance to mentally shift gears and get in the buying mode.   If you stock a daily paper or physically print coupons, this is a good place to put it as the clients might glance at it a second as they get acclimated to being in your pharmacy.

 

Lots of independent pharmacies do not have carts or baskets right when you walk in, why not?  If you can get someone to pick up a cart, a lot times just the action of doing that will cause them to go into shopping mode rather than I am just here to grab my meds mode.  If you are not using them right now I would bet simply adding some baskets will increase your sales of non pharm items by 5% next month.

 

Once clients enter the store the natural inclination is to go counter clockwise through the store.  So when you walk in the first items you have to the right of the door outside the compression zone is a key space.  If you have anything that is on sale you might want to put it there as it gives your clients a deal and allows you to move unwanted inventory.

 

Next be aware of the sounds in the store, most of the time having a little background music is a good idea.  As far as background music slower tempo pieces tend to lead to people staying in the store longer than faster paced music, the quieter the better for the music, both for you and your employees, and the type of music should be catered to the types of items you are trying to sell.  During the holidays if you play Christmas music it tends to increase the sale of Christmas items, classical music tends to lend itself to luxury items, so tie in the music with the general branding theme for the store, just make sure it is slow tempo and doesn’t drive the staff crazy.

 

Now moving to the actual pharmacy counter, it should be in the back of the store if possible.  Near the counter is good place to put magazines and books as it gives the clients something to do while waiting a few minutes.   If you stock magazines stuff targeting young adults should be at the bottom, women’s in the middle and men at the top to adjust for natural eye level.

 

Next have the cash register at the front of the store, on the left hand side of the entrance.  Lots of pharmacies let you pay at the counter, but I advise making sure the clients go back to the front, as likely they will take a loop through the store, continuing on in a clockwise fashion to the left of the store by the door.  On the walk there, have on display some things your client might be looking for but don’t want to make a special trip to buy. With candy should be low and at a kids eye level, while with wine and beer put your highest margin bottles at eye level with the lower ones below.

 

Doing a few simple things to improve the layout of your store can help increase your non medical sales, and these items usually have a good margin, and once your customer gets in the habit of buying these things there, it will result in return visits, possibly even on days that they are not getting medication.

For reading on what we are doing laying out our pharmacy, Paulsen’s, look through the post for our case studies or link to it here

 

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