With today’s increasingly crowded pharmacy landscape, patients have more places to choose from to fill a prescription or shop than ever before, so it’s important for every pharmacy to set itself apart and offer a reason for people to come back time and again.
“Consumer trends, especially related to retail, are changing rapidly, and patients are going through a fundamental shift in their values, seeking a more personalized healthcare experience,” says Claire Biermaas, group vice president, strategic accounts at AmerisourceBergen, in Chesterbrook, PA. “Retail pharmacies that can address these changes will best position themselves to strengthen loyalty and improve in-store experiences with their customers, increasing repeat visits, script counts and business.”
Fernando Gonzalez, RPh, spent years as a pharmacy development manager for Rite Aid, Duane Reade, and CVS, where he learned to recognize that it is six to seven times more expensive to search for a new customer than keep an old one. He is currently assistant professor in the Pharmaceutical Sciences Division at Long Island University’s Arnold and Marie Schwartz College of Pharmacy and Health Sciences.
“The key starts with having the pharmacist create a connection with the patient that involves trust and individual service,” he says. “Trust starts with knowing your patients and customers and showing them your expertise.”
Keep in mind that a loyal customer will share his or her feelings with others and a positive word of mouth will have a tremendous impact on a business.
Here are 10 things a pharmacy should be doing to improve customer loyalty.
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