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Business CPD
The Future of Pharmacy - Part 2 Optimising Sales – Promotion Beyond Category Management LEARNING OUTCOMES
In the July Busines CPD article,
P – Promoting a culture of
IPN 4Front Pharmacy Business Excellence Article JUNE 2021 we identified 4Front’s Personal excellence that is open and honest,
At the end of article, you will be able to… • Outline how 4Front’s Promotion pillar is influenced by the other 5P’s of Pharmacy Excellence • Define ‘Promotion’ • Recognise FIVE trends in community pharmacy to inform your promotion strategy • Explain how you can leverage these trends to influence your customer experience • Identify ways that 4Front’s STEPS™ Consultation Framework can improve the Pharmacy/Patient Consultation and enhance professional reputation and sales.
• Prioritise your highest leverage activities • Take action INTRODUCTION:
IPN’s Pharmacy Business Excellence Series is for community pharmacists committed to growing their professional and business knowledge and skills to overcome challenges and thrive as a community pharmacist.
leadership pillar as the foundation amplifies individual and collective of Pharmacy Excellence. In this strengths and encourages growth. article we focus on 4Front’s Through collaborative teamwork, Promotion pillar. What does customer care, commitment, accountability and results are ‘Promotion’ mean in in the context multiplied. Tragically, many of 4Front’s 6Ps of Pharmacy pharmacy workplaces promote Excellence? What current and a more fear-based culture in future trends are affecting how which ‘Accidental Diminishers’ Pharmacy Promotes it value? (Liz Wiseman) dominate. These How does mastery of Promotion workplaces drain energy and foster depend on mastery of the dysfunctional cultures, which Personal Leadership pillar? What may be described as controlling, can you do to respond to market political, paternalistic, hierarchical, trends and promote the value of rigid, risk-averse, individualistic, pharmacy in a way that future In this article we take a deep dive into what ‘Personal Leadership’ means in in the context of constantly crisis, passive proofs6Ps your career, your business 4Front’s of Pharmacy Excellence and why Personal Leadership is THE in critical foundation on which personal, professional and business life mastery isetc. founded. Such cultures may have and our profession? individuals that get overwhelmed doing everything, but also keep colleagues helpless by rescuing them. If you’re workplace has an unhealthy work culture, that energy is promoted to customers, locums and your community. (People).
P – By wholeheartedly executing integrated promotional strategies, you quickly gather data to identify the degree to which your existing In this series, you will apply 4Front’s 6P’s of Pharmacy Excellence and innovative products and to navigate the ‘Future of Pharmacy.’ services solve your customers’ problems and meet their needs. 4Front’s 6P’s of Pharmacy Excellence are Half-hearted or unfocused 1. Personal Leadership promotion of products and services, or lack of appropriate 2. Professional Practice reflection about the effectiveness Promotion is a key pillarfrom of the inside out, its of While personal leadership develops effects felt not only by you and thearepromotional strategy limit 3. Person-Centred Care (Patients/Customers/Staff/Other your family, but Excellence. also by your employees, colleagues and your Pharmacy Withyour customers, your success. (Products community. Furthermore, without a strong personal leadership foundation, the other 5Ps and Services). Healthcare Professionals) an excellent ability to promote suffer. (see image above) P – By proactively creating the value of health, the value 4. Products and Services • P - Making ethical decisionsof becomes difficult (Professional). promotional of pharmacy, the value your increasingly customer-centric • P - Demonstrating empathy in teamwork, customerstrategies care and conflict becomes that enrich your products and services, and 5. Promotion increasingly limited (People). customer’s experience, you the value of your professional 6. Prosperity (Profit and Time) inspire trust, goodwill, loyalty and expertise, your ability to add value Rachel Dungan – 4Front Pharmacy 31 May 2021 prosperity. By habitually having a to your patients and customers is Each month, Rachel Dungan ‘The Pharmacist Coach,’ guides you short-term, hap-hazard, reactive amplified. (see image above) to apply 4Front’s 6Ps of Pharmacy Excellence Framework to approach, much time is often P – Continual personal growth create your pharmacy future. While Rachel is the creator of this wasted on low value activities framework and the author of these articles, YOU are the author of enables you to promote the value that do not give you a return of your skills, behaviours and on your time or financial your career, your future. The future of pharmacy is in your hands, experiences in interviews, business investment. (Prosperity) in your heart, in your head. and professional contexts and in What is ‘Promotion’? customer consultations. Personal Your mission, should you choose to accept it, is to use this stagnation, on the other hand, framework as a guide to Dictionary definitions of increases the risk of rigid thinking, ‘promotion’ fall into three main • (re)activate your inner scientist, so you run the experiments playing small, holding back and categories. Promotion is: required to take your next bold move towards an ever more waiting for others to act. (Personal) - activity that supports or provides compelling future P – Promoting the value of health active encouragement for the and the value of pharmacy are • develop mastery as you embrace your challenges furtherance of a cause, venture, PSI core competencies. Those and opportunities or aim e.g. "disease prevention who hold conflicting beliefs about and health promotion" • take PRIDE in what you do as you create an ever more professionalism and promotion may hold back from developing - the publicisation of a product, prosperous future mastery in this core competency service, organisation, or venture • equip, enable, engage and empower yourself, your team and and risk unintentionally slipping so as to increase sales or public your patients to become more proactive about managing your awareness e.g. “promotion of into passivity, blame or judgement. pharmacy vaccination services” (Professional) own health and wellbeing. Page
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