The Pharmacy Business Advice Blog

Adapt, or Go Home!

In 1949, thirteen (out of a highly skilled team of sixteen men) died battling a relatively small blaze that turned deadly in Mann Gulch, Montana. Upon investigating the circumstances of why thirteen of the “smoke jumpers” died while only three lived, Norman Maclean wrote a book entitled “Young Men and Fire”, which is the true story account of that fateful expedition of the “smoke jumpers” - fire fighters who parachute into the back country to fight fires.

All too often we are faced with questioning the level of positivity, productivity, and focus of our teams. Is it the pharmacy's culture? Is it a result of having unclear goals and expectations? Did I hire the wrong person for the job? It's natural to have these questions. However, the reality is that our jobs as a leader or manager is to protect and influence the pharmacy's culture and and its superstars.

Many independent pharmacy owners will be forced to close, sell or see profits dramatically reduced unnecessarily in 2012. The problem really isn’t PBMs, mandatory mail order or closed door networks. The real problem is that independent pharmacy as an industry is so splintered, it can’t seem to get itself organized to take advantage of many lucrative opportunities available.

Confessions often range from the mild to the macabre. Mine is a happy medium in between. It was a difficult, but ultimately liberating confession to myself. I am an introvert.

How do you run a pharmacy in a world where many of skills and tools you rely on to earn your living are increasingly outdated or commoditized?

Pretty bold statement, isn't it? You read it correctly, we have a surefire way to make this your best year ... ever. 

Entrepreneurship is often synonymous with selling. There’s no doubt about it, you have to sell something to keep your pharmacy doors open. However, that doesn’t mean the transaction requires a used-car salesman demeanor. Your pharmacy’s sales process should have an enchanting effect. That is, the act of influencing behavior in ethical ways with the process of delighting people with a product, service, or idea that will actually help you sell and cause a voluntary, long-lasting relationship that is mutually beneficial.

Pharmacy owners struggle with getting their pharmacy staff to “upsell” or make recommendations for relevant supplements or products, which we call back-end opportunities. The reality is that no one really likes or wants to sell; it doesn’t feel natural or authentic.

For example, if you develop a critical driver for your pharmacists to “sell” 5 bottles of Ocean Blue Omega-3 every day and then wonder why you aren’t seeing results, it may be because they feel uncomfortable. Here’s what could possibly be going through their minds:

As pharmacy owners, why do we bother to incorporate? Is it for “protection”? What if the protection you thought you had, DIDN’T EXIST? DO YOU KNOW WHAT YOU DON’T KNOW?

Once you’ve crafted the vision for your pharmacy business, it is appropriate to move on to goal setting. In a nutshell, what do you need to focus on this year to move towards that vision?

In the coming year, 2012 is the perfect opportunity to grow your independent pharmacy business. Now is the time to begin thinking about setting clear goals and determine a strategy and plan so you're more productive. With a strategy, you can achieve more balance in your life, and you can produce the results you want to achieve.