Answer:
What Pharmacy Customers Really Want
April 11, 2013 by Smart Retailing Rx
Business and Operations
Pharmacist talking with patient
Knowing what people like and dislike about pharmacies will help you attract more customers and earn their loyalty.
All successful business owners consistently ask this essential question: “What factors will drive customers to choose my business over my competitors?” Fortunately, new research reveals some major insights into the answers for community pharmacy owners.
According to a new study, co-sponsored by health education media company AccentHealth and Drug Store News, if price were not an issue, then location and customer service would be the top two aspects consumers consider when choosing a pharmacy. The survey of 745 patients (conducted in July and August of 2012) revealed these additional reasons as well:
Prescription fill time
Operating hours
Nonpharmaceutical inventory
Accuracy
Trust
Mailing option
Privacy
Cleanliness
The Perils of “Polypharmacy”
Another essential question for community pharmacy owners: “How can I encourage customers to use only my store?”
The question is important because even customers who have a preferred pharmacy often choose to use additional pharmacies to meet their needs. In fact, a whopping 34% of the participants in the AccentHealth survey say they rely on multiple pharmacies. They cited location, cost, medication availability and urgent needs as the top four reasons for using more than one store.
A survey by consumer consultancy Empathica also reveals a significant lack of loyalty among pharmacy customers. Empathica’s recent Consumer Insights Panel on retail pharmacy found that 60% of consumers are not loyal to any one pharmacy.
Note: Customers who are loyal say that choice, service and trust are the top reasons.
Explanation:
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