As a pharmacy owner, I tend to visit pharmacies (especially independent pharmacies) when I travel. There is a lot of history to be seen in some stores, and even new ideas to be hatched. While visiting an independent pharmacy in Little Havana (Miami Fl) that was right out of the 1950’s, it occurred to me that the front end (non-prescription area) of a pharmacy tells a story about the pharmacy and its philosophies. Immediately I recognized that even chain pharmacies are aware of this. Consider the recent national headlines generated as CVS announced that they would no longer sell cigarettes in their stores. Their rationale was simple: cigarettes are the polar opposite of health care. And while CVS is should applauded for this stance, the chain’s merchandise still includes many items that, while not as polarizing as cigarettes, certainly are not healthy or even related to health and healthcare.
Walking into any pharmacy tells a story. Today, the front end merchandise at many chains bears more resemblance to a grocery or convenience store than a pharmacy. I am sure that this merchandise mix helps draw customers and profits, but it has little to do with pharmacy. Save a few aisles of over-the-counter medications and health supplies, front ends of chain drug stores today are decidedly not health care oriented. Independent pharmacies are not exempt from this phenomena, either. Many smaller independent pharmacies have front end merchandise filled with gift, antiques, cards, and other sundries.
Part of this merchandise mix is tradition, part demographic, and part customer demand. Another part, though, is survival. Today, reimbursement for prescriptions is at an all time low. The pharmacy department historically was the revenue generating area of a store, with the front end almost an afterthought. Today, without strong sales and revenues from the store front end, both independent and chain pharmacies often struggle to generate acceptable profits needed to stay viable businesses.
Independent pharmacies today are at an even bigger disadvantage today than ever before. Independent pharmacies are generally smaller than chains. Their front ends are generally much smaller, too. The strategy being used by chains really does not translate to most independent pharmacies. For the independent, the story the front end tells must be different. For independents, the front end is becoming increasing health-care centered. This differentiation from chain drug stores is one part of how independent pharmacies are trying to survive in the market today.
Our pharmacies have emphasized the apothecary style store for years. Our front end is all health related, and includes the usual assortment of vitamins, wound care, laxatives and other over-the-counter remedies. Included in the merchandise mix is a healthy dose of durable medical equipment, including walkers, canes, crutches, and wheelchairs. Our philosophy is to make the pharmacist accessible, and our pharmacists are positioned on the counter in a manner that they can easily spot customers in the store needing help and quickly step into the front end to offer personalized care and answer questions. The image we want to project is a professional health center.
The next time you enter any pharmacy (chain or independent), take a look around and ask yourself: “what is the image that this store is projecting?” If you work for a pharmacy or even own one, ask your customers the same question, and they ask your self if that is the image you want to project.