Marketing, merchandising, and making data-driven front-end decisions to overcome pharmacy’s biggest threats

The information in this article comes from years of observation and active work with independent pharmacies across the country. Most pharmacies with a front end carry products that enhance and sustain good health and allow patients to treat minor ailments and injuries. A well-maintained and merchandised front end assists the pharmacy practice by meeting the needs of existing patients and attracting new patients. Pharmacy staff, who are trained to assist with product selection but also recognize when someone should speak to the pharmacist about their injury or ailment, reinforce that pharmacies provide health care. That said, sometimes it is a non-health care aspect of the front end that brings a new customer in the door. Pharmacy owners need to cater to both.