Page 11 - DME Pharmacy, December 2019

The common denominator for this growing population of people susceptible to strains and sprains is that products like wraps, bracing and compression are effective for recovery and prevention. The opportunity to jump into or grow your share of this massive space is there — but to be successful in gaining market share, pharmacies need to find a way to maximize their marketing.
The numbers don’t lie: there’s a healthy market and pharmacies are in an excellent position to tap into it.
PATIENTS AND PRODUCTS
Pharmacies looking to serve orthopedic needs must stock a wide range of offerings that will appeal to the varied needs of changing patient groups and funding circumstances. And again, because there is such a wide array of orthopedic solutions to suit various patients and conditions. Manage- ment must ensure that their pharmacy provides adequate inventory of key solutions for patients, and it must also ensure that its staff is well versed on those products in terms of features and benefits. If your vendors offer any kind of product education, take advantage of it.
So which products are ideal for the different patient groups? Well, let’s break each segment down and review the products that are right for them:
Rehab patients — These patients will need orthopedic offerings that focus on the Wrist, ankle, knee, back, and neck. Ice packs, heat pads and other pain relief products, possibly including TENS units, are good pair- ings, as well.
Athletic patients — These are patients that regularly engage in athletic activities, as well as those who might be weekend warriors. In fact, America has become so fitness-focused that a large segment of the orthopedic mar- ket really caters to just these users. Like rehab patients, good products for this niche are wrist, ankle, knee, back supports, and arm slings. Ice packs, and again, pain relief products are ideal for this group.
Seniors — Many of the orthopedic offerings provided to this group will address both new and chronic conditions. Moreover, there’s a good chance that there will be multiple “clients” involved in the sale, such as family and caregivers. Common orthopedic offerings used by seniors ad- dress the ankle, wrist, elbow, and shoulder, as well as immobilizers.
Post-surgery patients — This is a key funded group of patients, who need orthopedic offerings to assist in their post-surgical recuperation. Referral partner marketing will be key in this scenario. These patients will need items for abdominal support, knees, ankles and arm slings.
Maternity patients — This will be a particularly important category for pharmacies striving to specialize in women’s health, but shouldn’t be ig- nored by other pharmacies at all. These patients benefit from items such as back supports and prenatal cradles.
General injuries — There are a lot of weekend warriors, do it your- selfers, and everyday people who wind up injuring themselves either in the pursuit of fun, chores, or simply by accident. Many of these patients are self-treating and looking for an expert who can provide some solid advice. To help these patients, pharmacies should stock a wide range of items, such as wrist, back support, ankle, knee, elbows, arm slings, and cervical collars, as well as the aforementioned pain relief products.
It’s also important to consider looks when it comes to orthopedic products. Today’s orthopedic offerings clearly are the result of not just solid medical research, but product design, as well. They deliver a thera- peutic benefit while looking good. It is key for pharmacies to consider their customers and then think about how they will respond to not just the features and benefits of any given orthopedic product, but how they will feel about wearing it. Will it match their lifestyle, their aesthetic sensibili- ties, or their fashion tastes? These are actually considerations that truly
matter, and a pharmacy should take them seriously when stocking their orthopedic offerings.
PROVIDING SOLID SERVICE
In terms of the actual sales and service process, pharmacies serving ortho- pedic customers should strive for their teams to use a consultative sales and service approach. Staff should know the features and benefits of key products and be able to effectively communicate that with customers.
The range of orthopedic options can be staggering, and understand- ing their applicability to various conditions is critical because it is very likely that customers will be confused by the wide spectrum of product choices. This puts pharmacies in an excellent position to leverage their expertise to truly help a patient and establish a solid and lasting relation- ship. One of the key ways a pharmacy can start that process is to simply listen and ask open-ended questions that can get the patient to open
up about his or her condition and describe his or her problems in detail. Once you have a solid sense of the situation, you can start to make recommendations.
This means pharmacies must train their customer service representa- tives are thoroughly trained. In addition to in-house training, pharmacies should work with manufacturers and other third-party educators, as well. The goal is to make your team members product gurus who can make the right recommendations to customers so that they have confidence those customers will walk out of the store with an orthopedic offering that will provide the right therapeutic benefit and that the customer will truly like and value.
MERCHANDISING ORTHOPEDIC OFFERINGS
In terms of how pharmacies should sock their shelves, in basic terms, they should have the products arranged by patient need and to ensure that everything is adequately stocked, not just in terms of type, but also size, color, and style where applicable. But since many of these customers are going to be retail, pharmacies must take their merchandising far beyond simple organization.
The pharmacy must create a “retail experience” that will drive in- creased sales. When orthopedic customers come to the pharmacy’s retail location with cash sales in mind, they will expect the same kind of expe- rience they get from a store in the local mall. A funded patient comes
to the pharmacy with a prescription and set expectations. A cash sales customer is looking for options, information and a range of solutions that can help make an informed purchase.
Bearing that in mind, the showroom must also feel inviting, comfort- able, and in a way, empowering. The retail orthopedic customer wants to be able to know that she can get help, but at the same time feel like he is in charge. A smart showroom can help instill all these components of the retail experience.
You want to put clients in the driver’s seat. Make sure to provide help-
ful signage that can help patients find what they need, and offer as much in-store product education through displays, posters, brochures and similar offerings. The more education you can provide, the better. The showroom should educate patients on the benefits of your inventory to ensure they get the right product to support their needs. Done right, those kinds of educa- tional displays can support the staff’s sales and service process, as well.
Ultimately, orthopedics represents a key product category for pharma- cies, both in terms of expanding retail and funded revenue. The key is to avoid swinging the door open and rushing in. Instead, get a solid sense of the landscape and then take a cautious, well-researched step across the threshold. n
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