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Women Shoppers What are you doing to welcome them to your pharmacy?
If you haven’t thought about how to make your pharmacy appeal to women, now is the time. The U.S. Department of Labor estimates that women make 80 percent of health care decisions for their families and that women are, almost universally, the primary caregivers. Are these women shopping in your independent community pharmacy? Besides their importance as primary health care decision makers, women are also valuable frontend shoppers. A study by Hamacher Resource Group, Independent Pharmacy Shoppers: Who, What, and Why?, found that more than two-thirds of independent pharmacy shoppers are women. If your female customers are filling their prescriptions and then heading elsewhere for their health and wellness shopping, you could be missing out. But with the right marketing, products and in-store merchandising, you can persuade them to further explore your front end, while also attracting new shoppers. When choosing products to stock for women in your front end, remember that women’s roles today extend beyond mother and caregiver. According to Pew Research, 20 percent of women today don’t have children. So, it’s important to cater to women who aren’t family-oriented, too. Here are some tips on how you can make your pharmacy appeal to women.
of women,” said Dave Wendland, vice president of Hamacher Resource Group. “And carry products that not only meet the health care needs women are shopping for, but that also provide pampering for them.” Some ideas include small hand lotion or lip balm giveaways; free multivitamins, especially for women who are pregnant; and “hot tea” days where women can try a new flavor for free. “Don’t forget to recognize and appreciate women for the work they do as primary caregivers,” Wendland said. An easy way to do this is to offer a special coupon or discount just for women. You could even dedicate a specific day in your pharmacy to celebrating women with special products or events available. Or, celebrate holidays dedicated to women, like National Women’s Health Week in May.
“Run promotions that recognize the needs and concerns of women, and carry products that not only meet the health care needs women are shopping for, but that also provide pampering for them.”
Celebrate women in your pharmacy Use promotions and products to show women you care. “Run promotions that recognize the needs and concerns
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Provide the information they need As the primary health care decision makers in their families, women are often in search of, and will appreciate, reliable health information. “Women want to be well-informed about their decisions,” Wendland said. “Make sure to provide them with information they can trust, and advice they can depend on.” Offer literature, like brochures or flyers on women’s health issues. This can be general information or specific to different demographics. But women are likely to be looking for health topics that affect their families too, so any information you can offer them will be helpful and appreciated.