Dr. Lisa Faast is the VP of Marketing and Pharmacy Expert. She brings tremendous knowledge and insight from starting, owning and operating her own pharmacy in California. Dr. Faast now leads the marketing department and is our resident Profit Guru for our members.
Below, is her urgent message to all pharmacy owners.
After years of observing and talking to hundreds of pharmacy owners, I’ve noticed that the most successful of them have this ONE thing in common…
In fact, ALL the pharmacy owners with six-figure or seven-figure businesses use this simple tactic to drive patients through the door, provide smarter and continuous care to their patients, and most importantly, forging solid growth strategies with patient outcomes in mind.
How do they do it? How do they persuade their patients to partner with them without coming off as pushy or annoying?
I’ll tell you in a moment — but first, I’d like to share a story with you.
A while back, Mark, a close friend of mine, was working for a company that produced natural gas and oil.
He worked in a typical office.
You know, with cubicles, a water cooler, and a boss that’s always telling lame jokes.
One day, his phone vibrates.
It was a text from his wife.
“My water broke.”
Immediately, he starts sweating.
After a while, he looked like he got caught in the rain waiting for the bus outside.
“Where is everyone?!” he screams and he starts running around the office to look for his co-workers.
As he turns the corner, he bumps into Angela, who sat next to him.
Now, Angela wasn’t a bad person, but she wasn’t pleasant to be around either.
She would tease Mark about the weight he’s gained and told him to “put the fork down” whenever he ate lunch.
But, there was no one else in the office.
And it was an emergency.
So, Mark asks Angela, “Hey Angela, I have to leave. Can you finish my work for the day?” He closes his eyes, praying that she’ll say yes.
To his surprise, she agrees.
The following Wednesday, Mark is at home taking care of his newborn when he receives a call from his boss.
He tells Mark that Angela called in sick and if he could cover for her.
He agrees without hesitation.
So, what does this story have to do with you?
Here’s the simple takeaway: If you do something for someone, they’ll be more willing to do something for you.
Sounds pretty straightforward, right?
As a pharmacy owner, you can do this by providing value to your patient.
Give your patients what they want.
This could be giving away free samples (trust me, don’t underestimate this strategy) or training your staff to be thoroughly knowledgeable on your products, services, and possible drug interactions so that every person they speak with has their best interests in mind.
In short, make your patient’s life better.
This shows that you care about them and aren’t out to take their money. And this is vital to build trust and loyalty.
In fact, this concept is so powerful that my friend Mark was willing to lend Angela a hand despite her history of “bullying” him in the office.
This is the Rule of Reciprocity and it’s one of the principles of persuasion by Robert Cialdini.
Along with guest speakers such as Peyton Manning and Amanda Gore, Dr. Cialdini will be speaking at our annual PDS Super-Conference in February 2019.
At PDS 2019, Dr. Cialdini will show you how to “sell” without selling to exponentially increase your profits.
Bottom line: you NEED to learn all of the subtle persuasion techniques if you want to take your pharmacy business to the next level.
Otherwise, you’re leaving money on the table.
And you’ll continue to do so UNLESS you learn what other successful pharmacy owners are already doing.
At PDS 2019, you’ll have a chance to do just that.
Listen, patients are best served by independents. Therefore, independent pharmacies deserve to thrive. I truly believe that, and it is the core of PDS. This technique will help you thrive, and we’ll show you how to use it ethically and effectively.
And, by the end of the conference, you’ll have a step-by-step blueprint to follow to grow your business right away.
PDS is proud to bring you the Annual Pharmacy Business Super-Conference with three days of actionable content. Independent doesn’t mean alone. Gain the knowledge and strategies shared by 1,600+ thriving pharmacy owners.