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Transpharmation Masterclass: Build your Customised Pharmacy Retail Category

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What will I learn?

- How to define your niche
- How to design your niche - what the customer wants and needs
- What are the common challenges of building a category
- How to get started, your first steps...
and much more!

What can I do to prepare?

Listen to Episode 75 and read/watch supporting resources robertsztar.com/episode75

Published in: Business

Transpharmation Masterclass: Build your Customised Pharmacy Retail Category

  1. 1. How to BUILD a customised retail category for your pharmacy Robert Sztar & Hilary Kahn Managing Director, Pharmactive Director, Frontline Strategies MONTHLY MASTERCLASS
  2. 2. WHO IS Hilary Kahn Copyright  Pharmac/ve  2015  
  3. 3. Today’s Lunch Agenda •  Define the niche •  Design the niche – what the customer wants and needs •  Common challenges •  Getting it to work in store •  Getting Started
  4. 4. Why should I be thinking creating a customised retail category? Operational Efficiency Patient Centric Smart Technology
  5. 5. Hilary KAHN Copyright  Pharmac/ve  2015  
  6. 6. Why have a customised category at all? ©  Copyright  Frontline  Strategies  2015  
  7. 7. The  Purpose   1.  A real point of differentiation –  Dominant health category –  Easier to shop –  More interesting, better advice –  Passionate customer-engaging team 2.  Get closer to the customer and the community ©  Copyright  Frontline  Strategies  2015  
  8. 8. The  Health  Customer  Value  ProposiUon   1.  What will we recommend to enable the customer to manage the condition more effectively? 2.  What can we offer to get better faster? 3.  It’s a total store project – everyone gets involved ©  Copyright  Frontline  Strategies  2015  
  9. 9. Pain? Healthy GutPain  Centre   Healthy  Gut   BeVer  Bladder   Many    Big  Health  OpportuniUes   ©  Copyright  Frontline  Strategies  2015  
  10. 10. 1. Defining the niche ©  Copyright  Frontline  Strategies  2015  
  11. 11. 1.  Define  the  niche  -­‐  Get  started  now!   1.  Demographic  -­‐  exisUng  and  growth   2.  Visit  compeUUon   3.  Review  exisUng  niches   4.   Analyse  your  scripts   5.  Ask  ‘what  if’?   –  More  skills,  more  passion,  more  markeUng,  more  range,  more  services,  more   space,  beVer  merchandising  =  more  commercial?   6.  Do  you  want  to  do  it?     ©  Copyright  Frontline  Strategies  2015  
  12. 12. InconUnence  -­‐  The  Facts   1.  4.8M  Aussies  suffers  from  InconUnence  (960  per  Rx/5000)   2.  More  than  70%  of  these  are  women   3.  70%  do  not  seek  any  help  for  their  condiUon   4.  65%  of  women  in  Dr  waiUng  room  are  inconUnent   5.  30%  of  men  in  Dr  waiUng  room  are  inconUnent  
  13. 13. 2. Design the niche - what the customer wants and needs! ©  Copyright  Frontline  Strategies  2015  
  14. 14. First become the customer and identify his/her major issues ©  Copyright  Frontline  Strategies  2015  
  15. 15. 80% approach Most people most of the time ©  Copyright  Frontline  Strategies  2015  
  16. 16. PreventionMobilityPain OUTCOME OsteoArthritis Medicines Creams Exercises Heat & cold packs Rubs Exercises Aids Fish Oil Glucosamine Foods Exercises MORE  MOBILE   JOINTS   ©  Copyright  Frontline  Strategies  2015  
  17. 17. Stress  InconUnence     •  Who  is  affected?   •  What  is  the  actual  problem/s?   – Can  they  do  anything  about  the  problem?   – PrevenUon?   – Day  by  day?   – Ongoing?   ©  Copyright  Frontline  Strategies  2015  
  18. 18. Show  and  tell!   High  impact  and  visibility   Anonymity  +  easy  access   Enough  space  to  shop   1.  Can  (not  should)  they  buy   without  intervenUon?   2.  Is  it  easy  to  buy  if  they   wish?  
  19. 19. 3  key  ‘must  do’s’   Get  to  Customers  and  the  community   1.  How  will  customers/  community  know  you  have  this  niche?   2.  What  will  get  their  aVenUon?   High  Impact  In  the  pharmacy   1.  How  will  customers  want  to  buy?   2.  How  should  you  approach  customer  engagement?   Ensure  revisit   1.  Why  will  they  revisit?   2.  Ways  of  ensuring  revisit   3.  What  are  your  best  opUons?     ©  Copyright  Frontline  Strategies  2015  
  20. 20. HP   Hospital   HP   Physio   Rx   HP   GP   C   C   C   Events,  a  key  iniUaUve  for  exposure  to   new  customers.   ©  Copyright  Frontline  Strategies  2015   HP   Mother’s ,  Gyms  
  21. 21. CREATING  EVENTS,  PODCASTS  
  22. 22. Social Media & Technology
  23. 23. Embrace  services  in  the  pharmacy  
  24. 24. In  the  pharmacy   ©  Copyright  Frontline  Strategies  2015  
  25. 25. ConUnence  Adjacencies   ConUnence       Diabetes   Sleep  Apnea   Baby,  weight   Counsel  area   Nurse,  high   skill   Bladder   Control       ACTIVITIES  HIGHLIGHTING  PRODUCT  OR  SERVICE   Anonymous   purchase   ©  Copyright  Frontline  Strategies  2015  
  26. 26. Ask us for help! You can manage Bladder Leakage Category  SoluUon  Merchandising   Poster   Staff  Badge   ©  Copyright  Frontline  Strategies  2015  
  27. 27. Ask for our help. Contact: Continence Foundation of Australia 1800 33 00 66 www.continence.org.au Find a pelvic floor physiotherapist Better Bladder Control Guidelines to managing and treating pelvic dysfunction. General Guidelines Pelvic dysfunction can be managed, treated and often cured! 1Strengthen your pelvic floor Use our recommended materials to show you how. • Build strength, control and support in pelvic floor muscles • Improve bladder and bowel control and prolapse support • Prepare for recovery from pregnancy • Improve sexual sensation 2Don’t get caught unprepared How long will you be out? Take odour neutralising products, creams and a change of clothes as precaution? Know where the closest toilets are. Check fluid intake? 3Use pelvic floor strengtheners Pelvic floor muscles (especially the sphincter) weaken for many reasons. As they weaken, the problem gets worse. Some sufferers struggle to feel their pelvic floor muscles. Up to 80% of sufferers are helped by combining their daily exercises with the use of vaginal weights to further strengthen, tone and support the pelvic floor. 4Treat constipation and urinary infection Avoid further stretching and straining of the pelvic floor by managing constipation and urinary infections. Burning? Pain? Difficulty or frequent urination? Visit your GP for diagnosis and treatment. 5 Increase fibre intake Have more fibre, mainly from daily doses of fruit, vegetables, legumes, seeds, nuts. If adding fibre, do so gradually and simultaneously increase water consumption to avoid blockage! 6Achieve a healthy weight Extra weight puts further strain on the pelvic floor, often worsening the condition. The pharmacy can assist with a tailored weight loss program. Lifestyle Remedies 1 Manage fluid intake. Drink slowly and only when thirsty. No more than 2 litres daily. Drink water, rather than alcohol, caffeine or fizzy drinks. 2 Eat a healthy diet with more fibre. Eat more fibre (2 servings fruit, 5 servings vegetables, 5 servings bread and cereals + more legumes, seeds, nuts) to add bulk to stools. 3 Achieve Healthy Weight. Extra weight puts further strain on the pelvic floor, often worsening the condition. The pharmacy can assist with a tailored weight loss program. 4 Stop Smoking. Chronic (long-term) coughing associated with smoking can weaken the muscles of your pelvic floor and lead to bladder and bowel control problems. 5 Practice good toilet habits. Only go to the toilet when you need to. When sitting on the toilet fully relax pelvic floor and sphincter muscles (don’t hold breath or strain). Walk, don’t run to the toilet. Breathe normally.Stretching the pelvic floor will weaken it. Treat all infections immediately. Understand   the symptoms We have a range of products to help protect, soothe, sanitise and make people feel more comfortable. Visit the ‘Better Bladder Control’ section. There are several different types of incontinence: Stress Incontinence is the loss of urine when pressure is exerted on the bladder by coughing, sneezing, laughing, exercising or lifting something heavy. This could result from pregnancy, childbirth, menopause or removal of the prostate gland.The pharmacy can assist with the treatment and management of Stress Incontinence. Other types of incontinence can be managed and treated surgically. Urgency Incontinence presents a sudden, intense urge to urinate followed by involuntary loss of urine with only a few seconds warning. May result in over-frequent urination. See your doctor to determine cause and solutions. Overflow Incontinence – Frequently or constantly dribble urine. May be result of inability to fully empty bladder or produce only a weak stream of urine. See your doctor to determine cause and solutions. Functional or Total Incontinence – often in older people who forget or can’t get to a toilet on time. Some exercises, pilates and yoga make incontinence worse. Find out what you can and can't do from a specialist. Pelvic floor and Women’s Health physiotherapists specialise in the treatment of pelvic floor problems using specific exercises in concert with other treatments. These treatments may include bowel. Ask your pharmacy for a referral to a physiotherapist who can help. Ask for our help. Ask for our help. ©  Copyright  Frontline  Strategies  2015   The  customer  engagement  offer  
  28. 28. Ensuring  revisit   Services  
  29. 29. 3. Common challenges ©  Copyright  Frontline  Strategies  2015  ©  Copyright  Frontline  Strategies  2015  
  30. 30. 1.  My  pharmacy  is  too  small  to  give  the  space  or   2.  I  just  don’t  have  enough  space   3.  I’m  in  a  brand  –  they  wouldn’t  let  me  do  this   Overcoming  some  BIG  issues   ©  Copyright  Frontline  Strategies  2015  
  31. 31. You have to make the space – 1.2- 1.8m! ©  Copyright  Frontline  Strategies  2015  
  32. 32. ©  Copyright  Frontline  Strategies  2015  
  33. 33. Don’t  squeeze  into  available  space  
  34. 34. Space  PrioriUes   1.  Start  by  clearing  slow,  aging,  dead  stock   2.  Make  the  space  you  have  stand  for  ‘health’   3.  Make  your  space  profitable  
  35. 35. ©  Copyright  Frontline  Strategies  2015  
  36. 36. 4. Getting it to work for you! ©  Copyright  Frontline  Strategies  2015  
  37. 37. 7  Ingredients   1.  Commit  +  passion  from  the  top   2.  High  impact  merchandising   3.  Team  training  and  specialisaUon   4.  Ongoing  markeUng  (community)  focus   –  Bring  customers  to  you   –  Take  the  category  to  the  customers   5.  Get  a  health  network  working  with  you   6.  ROI  =  focus  on  targets   7.  Prepare  to  put  effort   ©  Copyright  Frontline  Strategies  2015  
  38. 38. SeJng  Targets  for  the  InconUnence  Category   Annual  turnover  requirement  =  $130,000  (current  $30,000)   Typical  soluUon  average  sale  =    $30  +    (current  $11)       Customers  needed  per  day  =  12.27  pd   ©  Copyright  Frontline  Strategies  2015   Turnover  $90,000   AS  $30   Tx    =  57.69  pw/9.6  pd  (6  days)  
  39. 39. Revisiting and getting closer to the community Rx CUSTOMER ENGAGES WITH A STRONG INTERESTING CATEGORY AND TRAINED STAFF. CUSTOMER ARRIVES TO FILL A SCRIPT. CUSTOMERS ENGAGE WITH INSTORE AND COMMUNITY BASED ACTIVITIES & EVENTS. CUSTOMER IS MONITORED AND INVITED TO RETURN. ©  Copyright  Frontline  Strategies  2015  
  40. 40. Management can’t do it in isolation © Copyright Frontline Performance Holdings – www.tictoctimetoshop.com
  41. 41. Swimming in the same direction © Copyright Frontline Performance Holdings – www.tictoctimetoshop.com
  42. 42. Summary   Step  1:    Study  your  customers,  the  market,    $  potenUal   Step  2:  Use  the  80%  issues  approach  to  determine  category  elements                      •  Don’t  forget  how  customers  want  to  buy  and  how  you  sell                    •  Don’t  forget  the  dispensary   Step  3:    There  will  be  challenges                      •  In  space,  and  with  the  brand  planners  –  sort  both  out   Step  4:  Commit     Step  5:  Set  category  targets   ©  Copyright  Frontline  Strategies  2015  

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