Pharmaceuticals · Healthcare channel sales

What are the most important things to a Pharmacy owner?

Diane Bernard Chief Digital Marketing & Growth Officer For Hire, CEO, Virtual CMO for Technology, Healthcare, Pharmaceutical, Consumer

July 17th, 2016

We have a membership site for pharmacist, What do you think are the most important things to them?

Thomas Kaled Business Development Consultant @ thomas.kaled@gmail.com

July 18th, 2016

Diane,

It depends on the pharmacist's practice (retail, hospital, outpatient, home infusion, custom compounding etc.). Some of what is in common for all is: 

Credentialing-specifically access to qualified material and venues to obtain it.
COGS and purchasing agreements.
Managed Care Contracts.
Orphan and Phase1B access especially those in the pharmocogenomics/emergent therapy areas.
Clinical database access.

From this point Diane the needs become divergent and quite specific for the practice area. For instance a Pharm in retail may be interested in demographics and traffic flows, lost leaders etc. whereas a specialty compounding pharmacist in QA technologies and logistics.   

Lisa Lefebvre Executive marketing strategist with expertise in launches, re-launches and Elites

July 18th, 2016

'What is important' is an extremely general question.

I am assuming you are offering some new kind of service for pharmacists. If so, I would start with a much more specific question related to the pain point that initially sparked your idea, and then dimensional-ize questions underneath. E.g.
- What efficiency roadblocks exist within a pharmacist's environment?
- What factors drive job satisfaction?
- What information gaps exist in the pharmacy environment?

When we study an audience, we first look at the industry and identify what is the underlying phenomenon at work. For example, in anti-aging products, the phenomenon is time and how to manipulate it. For museums, it's sacred the profane dichotomy of everyday life and how to design for a religious/trans formative experience. For automobiles, it's self-presentation, or how one wants to appear to his/her self and others. There will be some theory or framework from psychology, sociology or anthropology that is relevant to your product.

Understanding and identifying what they might be will help make your research questions that much more insightful and actionable. Otherwise you will be stuck asking surface-level questions and getting surface-level answers. True industry breakthroughs occur when there is an innate understanding of the human questions underneath the business questions.


ps. I agree with @PaulGarcia that it's probably a little late to be asking these questions if you already have a solution built

Andrea Raimondi Computer Software Consultant and Contractor

July 17th, 2016

Hi!

This is precisely why you need to have contacts in the industry you're pursuing: without those, it becomes difficult to make something that is even "half-right" from the start. The problem isn't so much to get everything right, but to get the direction right - and you can only do that if you have reliable and skilled contacts. 

Paul Garcia President at TABLE

July 18th, 2016

I'm inclined to be critical of this question coming up so late in development if you (or your client) already have a membership site. Was the site not designed to address specific issues in advance of its creation?

There's a big difference between pharmacists and pharmacy owners. In the simplest terms a pharmacist's primary job is to count to five. Consultation with customers is a much smaller part of their duties. Pharmacists tend to make very similar salaries, and there's no advancement and little increase in pay over time. There's a generational difference between the RPh and PharmD pharmacists. And there's a different work environment between corporate chain pharmacies and independent pharmacies and institutional pharmacies. Those are the basics.

If you're asking what the biggest issue for pharmacists is, probably their relationship with the pharmacy owner. The way decisions are handled in the pharmacy may be a point of contention between the pharmacists and pharmacy owners. And you may or may not have pharmacy techs in the store.

You said pharmacists, and in many cases pharmacists have little decision-making authority where they work. Did you mean pharmacy owners? Thomas is correct that the environment is going to make a big difference in priorities for the staff of that pharmacy and what they care about.

Helen Adeosun

July 17th, 2016

I think there's no harm in asking here because there may be some folks who may know how to approach the population. However, you need to find a list of pharmacy owners and start making phone calls if you want good information and/or relationships you develop for your first customers. 

Venus Timberlake Research Scientist at New York

September 9th, 2016

The fact that it's among the most rewarding jobs these days make a lot of people want to become pharmacy technicians.  Naturally, you have to complete training to become a pharmacy owner. Now, when someone walks into the store for buying Lepirudin, whether they're an old customer or a new customer, it means so much to them and to me to be able to shake their hand and say, 'I'm the pharmacist and the pharmacy owner. I can help you with anything'.  I mean understanding customers' indeed needs could be significant. Hope it's helpful.