This is a question owners should ask when they open their pharmacy and something they should reassess throughout the life of their business. Since the rules of pharmacy continue to change and this has become a game of “survival”, this is the perfect time for you to re-define or define (for those who haven’t already done so) your “ideal customer”.
You may be saying, “Anyone who comes in my store with a prescription is my ideal customer.” Well, anyone with a Rx is a customer but they may not be your ideal customer. Why? Because you make more profit off of some customers than you do others.
Of course, some pharmacy owners are thinking, “Well that is true but when I opened my store I vowed to take care of everyone regardless of how much money I make off of them. It is my responsibility to serve every patient.” While that is quite noble, you can’t serve patients in need if you can’t Keep Your Pharmacy Open.
Think about this next question. If your doors are closed and you have gone bankrupt, who are you helping? No one ever said you had to take care of every patient in need. Right? If you take care of some patients in need that would be better than zero patients in need. So, let’s define and attract your ideal customer so that your pharmacy can increase its profitability in 2008.
Here is a simple exercise for you:
- Describe your ideal customer in detail. Their age? Income? Education? Needs? Interests? Insurance? Number of children? How much do they spend in your pharmacy on a monthly basis? Any other information you feel is vital to your definition.
- Where can you and your employee’s meet your ideal customer? (Church, children’s school, volunteer work, interest groups, community events, what else?).
- What can you do to attract this type of customer to your pharmacy? Marketing? Advertising? Word of mouth? Sponsor Healthcare events? Contacting former customers? What else?
- What can you do today to start attracting your ideal customer as soon as possible?
Please share your comments on what has or has not worked for you. We would love to hear from you.
