Your pharmacy likely gets all kinds of patients, from the long-time loyal patient to the first time grab-and-go front-end shopper, and everything in between.
Research has shown the most valuable types of customers are “and one” customers, or the customers who are responsible for purchasing health and wellness items for themselves and someone else, such as a spouse, child or someone else they’re caring for.
Because these patients are making purchases for themselves and others, they represent more potential sales dollars for your pharmacy. You can often identify these patients by their unique buying habits. For example, a woman might purchase vitamins for herself and a child, or a caregiver might pick up her own prescription and another for an elderly family member.
Here are some examples of these valuable “and one” patients, and tips for how to get them to use your pharmacy.
1. Parents and their children
When a parent switches prescriptions to your pharmacy, you’ll be top-of-mind when it comes to taking care of their children, too. For example, if a mother comes to your pharmacy to fill her prescription, she’ll likely also fill her children’s prescriptions with you.
How to get them
Make your pharmacy kid-friendly and carry must-have health and wellness items for parents, like children’s vitamins and medication dispensing spoons. Stock products that children will request, like bandages with cartoon characters, and consider offering medication-flavoring services.
2. Teachers and their students
Teachers purchase health and wellness items for themselves, and for their classrooms and students, too. Before cold and flu season, they’ll need Vitamin C supplements and a flu shot to keep themselves healthy, and they’ll want supplies for their classroom, like tissues and hand sanitizer, as well.
How to get them
Consider creating a discount for teachers. Many box stores already offer teachers a small discount on classroom supplies, and providing something similar will give teachers a reason to come to your pharmacy. Or, consider a promotion during Teacher Appreciation Week in May. You could hand out a small free gift to teachers, like hand sanitizer or lotion.
3. Married people and their spouses
Spouses will often pick up essentials for each other, and for their home. They probably share staples like toothpaste, sunscreen and hand soap. Each time one of them shops at your pharmacy, it’s an opportunity to make a sale for the whole household.
How to get them
Offer a discount for two purchases, such as a percentage off a second bottle of adult vitamins with the purchase of one bottle. A small deal like this is a good incentive to encourage spouses to pick up something extra that wasn’t on their shopping list. Also, keep a few standard home staples, like tissues, over-the-counter pain relievers or cotton swabs, near the register for patients to easily grab as they check out.
4. Caregivers and their charges
Family members providing care for loved ones are likely making frequent visits to the pharmacy to pick up prescriptions and other health items for themselves and their charges.
How to get them
Be an active partner with caregivers. Answer questions about medication, health and diet, and send them reminders about refills. Or, set them up on a medication synchronization schedule. Help caregivers monitor costs and point out opportunities where they can save money. Being an indispensable ally will help your pharmacy get, and keep caregiver patients.
Keep an eye out for these valuable “and one” patients and use these tips to draw them into your pharmacy. You’ll be able to help two patients at once while also boosting your sales.
