New Patients and New Opportunities in the Compression Niche

Transcription

1 New Patients and New Opportunities in the Compression Niche Join this peer led session on successful detailing, marketing, and selling in the compression niche. New compression products have broadened opportunities in compression marketing to younger people, athletes, frequent travelers, and others, and attractive product options have made promoting healthy choices easier. This profitable, high margin niche is ideally suited to community pharmacies' high counseling, highproduct knowledge setting. Pharmacist and Pharmacy Technician Learning Objectives: Outline a product plan that will encompass the potential patients in your market area. Discuss and implement best practices in staff training for educating patients and providing customer service. Create detailing and marketing messages for physician and patient audiences. Sunday, October 16, :45-8:45 a.m. 8:45-9:15 a.m. * Special Shoot the Breeze Sharing Session to Follow* (Non-CE) 1

2 Disclosure Gabe Trahan is the Senior Director of Store Operations and Marketing for NCPA. The conflict of interest was resolved by peer review of the slide content. Steve Fettman declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. Jack Dunn declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. Davies Drugs Pharmacy Canton, Ohio Steve Fettman, RPh 2

3 10 pharmacies within 3 miles. 3

4 PHARMACY Hosiery Location ENTER 4

5 5

6 This is a video! 6

7

8 Tale of the Tape: Customers: Vascular Specialists, edema Diagnosis, expectant mothers. Marketing: Vendor representatives detail doctors. Sales: Mostly Cash with some billing to local insurance companies. Margins: 40% to 60% Tale of the Tape: Popular: 15 to 20 compression. Large size Fitters: 12 2 for each day Time: Incentives Large part of an average day. Free pair from vendors. (Incentive from Vendors) 8

9 Tale of the Tape: Brands: Three Co op funds: Yes Returns: One vendor is case by case. Other is 30 days no questions. Fitting Tip: Have customers come in early in the day. Jasper Drug Store Jasper, Georgia Jack Dunn, RPh 9

10 7 pharmacies 11,000sq ft 10

11 This is a video! 11

12 Wore these athletic compressions socks during step class. I seriously felt like I could have stepped higher and longer. Cant wait to use them for training for the 5K. It promotes lactic acid flush out and relieves delayed onset muscle soreness. Go to Jasper Drugs and tell Jack Dunn I referred you!! 12

13 Hosiery Location now with 2 Fitting Rooms Hosiery ENTER PHARMACY 13

14 Certified Fitter 2 ND Fitting Room 14

15 This is a video! 15

16 Venus Williams Jack Dunn 16

17 Compression Garments 17

18 18

19 Tale of the Tape: Customers: Doctors, nurses, elderly, beauticians, and travelers. Detailing Dr. office. Specialty: Compression hosiery to diabetics. Marketing: Local newspapers. Talking to DRs. Sales: Margins: Mostly Cash with some Medicare for garments. *For example a girdle cost $ and we sold it for % and up *way up. Tale of the Tape: jack Popular: 15 to 20 compression. 20 to 30 in knee high Fitters: 3 (2 Certified) Brands: 3 Incentives Free pair from vendors. For doctors and nurses. 19

20 Tale of the Tape: Brands: Three Co op funds: Yes Returns: No vendor returns. Fitting Tip: Don t ever go looking for a tape. Tale of the Tape: Vendor help: Two representatives market to vascular surgeons in the area. Increase in sales: Yes. Due to color and design. Tip: If you drive in a car 3 hours or more at a time, then you need to wear them. Wear them? Yes, especially in the store. 20

21 Tale of the Tape: Space: 4ft Minimum. Wall preferred Brands: 2+ Fitting room: 1 (consulting room) Types: 2 Fitting required and casual. Margin: 40%+ Set own retails. Certified fitters: 1 Leg Mannequins: 2+ Marketing: Instore signage, Dr. Detailing, Web, staff, print media, window display and exterior signage. Compression Garments Boualay Crow, Home Care Specialist Meyer Pharmacy Energize Your Legs. All day comfort for people who need it! ~ Feel Even Better~ Ask us for help in finding your size! 21

22 HOW NOT TO SELL STOCKINGS Join us for shoot the breeze! 22