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INTRODUCTION TO RETAIL PHARMACY
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1.0 Introduction
• Learning Outcome :– Explain why the need for retail skills– Discuss how to build the kind of customer
relationships a pharmacy needs to succeed.• Active standards• Passive standards
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1.0 Introduction
• Learning Outcome :– Explain the key techniques to communicate with
customers• The WWHAM approach• OTC categories• Product recommendations• Handling customers’s problem
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1.0 Introduction
• Learning Outcome :– Explain the key techniques to closing a sale• Suggestive selling• Link selling• Merchandising and display
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DEFINATION OF PHARMACY
• The word pharmacy is drived from the greek word pharmakon, meaning medicine or drug.
• Pharmacy was considered as an art of compounding and dispensing of medicines at the counter.
• with the advancement of science and growing needs of people for quality products, a lot of progress has been made in the profession of pharmacy.
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DEFINATION OF PHARMACY
• The drugs handled by present day pharmacist differ greatly from those used by his predecessors fifty years back .
• Now the drugs are manufactured in bulk by the pharmaceutical industry and are distributed or sold among the consumers by the pharmacist.
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DEFINATION OF PHARMACY
Definition :• Pharmacy is now defined as that profession, which is
concerned with the art and science of preparing from natural and synthetic sources, suitable and convenient materials for distribution and use in the treatment and prevention , of disease.
• It provides a knowledge of the identification, selection, synthesis, pharmacological action , formulation, preservation, analysis and standardization of drugs and medicines. It also includes their proper and safe distribution and use of drugs.
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DISPENSING
• Dispensing means to prepare and supply of medicine to an
individual patient, in accordance with the prescription of
practitioner.
• For proper dispensing of medicines, it is essential that present day
pharmacist should have a sound knowledge of various branches of
pharmacy, such as pharmaceutics, pharmaceutical chemistry,
pharmacology, pharmacognosy, microbiology, pharmaceutical
technology and forensic pharmacy.
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SCOPE OF PHARMACY
• There is wide scope of pharmacy profession .• A pharmacist is a specialist in medication .• Custodian of medical information .• Companion of the physician.• Counsellor to the patient and guardian of the
public health, since he can perform a number of roles, so he can odopt any one of the following fields of pharmacy to earn his livelihood.
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SCOPE OF PHARMACY1. Retail Pharmacy Or Community Pharmacy.2. Wholesale Pharmacy.3. Industrial Pharmacy4. Pharmacy education.5.Hospital pharmacist.6. Drug control administration 7. Pharmaceutical journalism 8. Nuclear pharmacy (radio pharmacy)9.Oncology pharmacy10. Organisational management (MQA etc)
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FUNCTION OF PHARMACISTS IN THE RETAIL PHARMACY
• Distribution of prescribed drug products
• computerized connection between pharmacies
across the nation involving all drugs that are
legally available
• compounding prescriptions
• consulting with and educating patients.
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PRESCRIPTION
• Prescription is a written order from a registered medical practitioner , or other properly licensed practitioners , such as dentist, etc. to pharmacist to compound and dispense a specific medication for the patient.
• The prescription are generally written in english language. But Latin words or abbreviation are frequently used in order to save time.
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DUTIES OF THE PHARMACY TECHNICIAN IN THE COMMUNITY PHARMACY
The pharmacy technician now has more responsibilities than ever before . These duties include : Processing the prescription Record keeping Pricing Answering telephone calls Computer applications in the control of drug use Accountability Maintaining privacy Communication skill Teamwork Purchasing Inventory control Billing Repacking products Preventing drug errors Safe methods of working.
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THE NEED FOR RETAIL SKILLS
• In recent years, community pharmacy has
undergone significant change . It has been at the
forefront of a shift in health care policy.
• This shift has been accompanied by an increasing
number of medicines, formerly available only on
prescription, becoming available over the counter.
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THE NEED FOR RETAIL SKILLS
• All this, combined with changes in the supervisory role of
pharmacists, has resulted in a changing and widened role
for the pharmacy assistant.
• Every customer in the pharmacy is an important person:
counter assistant must demonstrate that they care about
each one. And want to meet and exceed their
expectations.
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THE NEED FOR RETAIL SKILLS
• During career as a pharmacy assistant, you will work
with pharmacists, customers, prescription medicines,
OTC and beauty products.
• People are no longer visiting a pharmacy to simply
have a prescription dispensed. They are buying a
services, which includes good advice and effective
products.
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THE NEED FOR RETAIL SKILLS
• If you provide quality assistance and service.
Then customers will return to your pharmacy
again and again.
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THE NEED FOR RETAIL SKILLS
• Shop design is important to the profitability of every
pharmacy.
• Displays of products on shelves in little travelled side
are much less likely to generate sales than items
displayed on the main side.
• However, this does not mean that every item
displayed on a main side will automatically sell.
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THE NEED FOR RETAIL SKILLS
• Therefore, it is important to carefully choose what
types of products you display in the main side.
• You can actively help make a sale in your
pharmacy without saying a word .
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BUILDING CUSTOMER RELATIONSHIPS
• Customers are the lifeblood of a success
community pharmacy. How you treat them sets
the tone for all of their future dealings with you .
• Without customers, your pharmacy can not
make sales, and without sales you will not have a
position, and the pharmacy no future.
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BUILDING CUSTOMER RELATIONSHIPS
Q. How would you initiate an interaction with the customer ?
Smile and make eye contact. Say ‘hello’ Walk around behind the pharmacy counter so
that your back is not turned to the customer, then stay with in sight so you are available to answer questions.
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BUILDING CUSTOMER RELATIONSHIPS
• Providing good service in a pharmacy can be
achieved through two different approaches .
• One set of active standards has to do with
your behavior and other passive standards-
relates to the image presented through your
pharmacy’s appearance.
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ACTIVE STANDARDS• We can subdivide the list of active standards
into even more specific categories called
1. Personality traits
2. Professional presentation
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ACTIVE STANDARDS
Personality traits Professional presentation
Attentive Confidential
Attitude Professional appearance
Strong social skills Product knowledge
Trustworthiness Strong communication
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Personality TraitsAttentive• When customers come to the pharmacy we must great them and
ask what they want and we must give good service to them.• Able to answer and quickly suggest the best medication • Give advice to the customers about their diet or maybe their
lifestyle.Attitude • To communicate with customers we have to respect our customer
to make them comfortable with us• Show that we have knowledge about the product in pharmacy
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Strong social skills• If we have strong social skills, customers can feel more
confident and trusted with our product.• Friendly with them to make them comfortable communicate
with us. • We also must know to handle health equipment such as
blood glucose machine and othersTrustworthiness • Must have responsibility to care about customer safety.• We also must have good relationship with other staff and
honest each other.
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Professional PresentationConfidential • It is an ethical principle associated with several professions .For
example, if VIP individual comes to the pharmacy and buy certain medication which relate to his or her diseases and can causes make his or her reputation down, we must keep all documents private and confidential.
Professional Appearance• Wearing suitable appearance and make sure it is clean and tidy
because we are carry the image of our pharmacy.
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Product Knowledge • We must know benefit and side effect of product• Suggest the best product to the customer and sometimes have
to differentiate the medication with others. • Also can share our knowledge with the customersStrong Communication• Communication skills simply do not refer to the way in which
we communicate with another person• The way we respond to the person we are speaking, body
gestures including the facial tones, pitch and tone of our voice and a lot of other things.
• Without effective communication skills, a person may find it impossible to deal with customer.
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ACTIVE STANDARDS
• Customers will make purchases regardless of how well you are served. But their loyalty to your pharmacy and the frequency of their visits is damaged by even one unsatisfactory experience.
• Customers who are left unimpressed by their experience in your pharmacy are less likely to return, and when they do, they tend to purchase fewer items only.
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Passive Standards
Passive Standards
Cleanliness of pharmacy
Availability of products, no out – of - stocks
Store product and display
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PASSIVE STANDARDS First and foremost, it is essential that the
pharmacy is kept clean . Dusty shelves, a dirty floor and disorganised
array of products all convey the impression of a shop that is not well cared for.
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Passive Standards
• Display shelves that lack an adequate stock of
products indicate a pharmacy that is not ready to
serve its customers needs.
• A messy shop undermines all of your efforts to be
friendly and professional.
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Communicating with customers
Q. How can you sell to the people who shop at your pharmacy ?
The answer lies in a less obvious element of selling: earning trust
This aspect of selling begins with the concept of selling yourself, or behaving and speaking in a way as to reassure customers they have placed their trust in the right person.
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Communicating with customers
Customers will not be attracted to even the most knowledgeable pharmacy assistant if you demonstrates an unhelpful or disinterested attitude.
You must represent yourself and your pharmacy as knowledgeable, trustworthy healthcare providers to provide the products and advice to your customers need.
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Communicating with customers
The key to effective communication .1. Treat customers as you would like to be treated .2. Always volunteer to go the ‘extra mile’3. Offer help – don’t wait to be asked4. Ask targeted questions5. listen actively6. Be patient7. Stop anything else that you may be doing when
communicating with customers.8. Know your limits and refer any issues where you are
uncertain to the pharmacist.
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THE WWHAM APPROACH
The WWHAM is a set list of questions used to give accurate advice and to aid in
dispensing correctly, it means;
Who is the patient?
What is the problem?
How long has it been a problem?
Action that has been taken to date?
What other Medicines are taken?
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OTC CATEGORIES Baby care Baby medicines Cough/cold/allergy Digestion Family planning Feminine care Foot care Pain relief Personal care Skin care Travel and first aid Vitamins and supplements
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OTC CATEGORIES
It is important to learn what are the most
popular, best selling and most effective
products in each category.
Once you familiar with the categories and
subcategories in your pharmacy, you can sell it
very easily.
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PRODUCT RECOMMENDATIONS
Many times customers enter the pharmacy already knowing what product they intend to buy.
often their choice is based on prior knowledge or use of the product.
but when it is a first-time purchase, what motivates the customer to buy one product over another?
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PRODUCT RECOMMENDATIONS
Pharmacy recommendation is very important
to a customer’s choice of product, especially
when buying for the first time .
You will often find yourself being asked about
the different products in your pharmacy.
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PRODUCT RECOMMENDATIONS You will be glade at those times that you can
answer for product questions.
You will be even more glad to be able to
recommend products based upon your own
knowledge.
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HANDLING CUSTOMER’S PROBLEM
Common problems you may face include the customer is over-charged for a sale.
The customer who suffers an adverse reaction to a product you recommended, and the customer who is dissatisfied with the selection of products offered by you.
If the complaint involves an overcharge, quickly refund the difference and apologize for the over-charge.
If no over-charge has been made explain how the price paid was correct.
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HANDLING CUSTOMER’S PROBLEM
From time to time a customer may experience difficulty after using a product.
Refer all such complaints immediately to the pharmacist for consultation .
If a customer is disappointed at not finding a desired product in your store, first offer them an alternative product you do stock. Otherwise prepare to refer your customer to other nearby retailers stock.
Customers will be grateful for your concern over their satisfaction rather than you focusing only on making sale.
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CONVERT TO SALE
‘Convert to sale’ means to turn a browsing customer into a buying customer.
it involves everything you do to encourage each customer in the pharmacy to make purchase.
most customers actually convert themselves into buyers by simple technique.
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CONVERT TO SALE
Technique such as :
Suggestive selling
Link selling
Merchandising and display
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Suggestive selling
Suggestive selling is a sales technique in which the salesperson mentions to a customer another product that is related to the product already being purchased.
Making a suggestion to a customer in this way often results in a larger purchase and at the same time the customers is better served with more of what they needs.
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LINK SELLING
Link selling is a similar to suggestive selling. Where
it differs is that the second product is related to the
customer’s health condition or to the product they
are planning to purchase.
Link selling is a way of offering your customers an
additional service and increasing sales of related
products from the pharmacy.
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Merchandising and display
When products in your pharmacy are displayed according to a few basic and tested principles, the possibility of their catching a customer’s eye is increased
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Merchandising and display
When you are familiar with how your pharmacy’s shelves are laid out and where different categories and subcategories of products are kept, you can quickly guide the customer to where they will find the type of item they needed.
Customers generally appreciate being taken to where the product is situated, rather than just being told where it’s situated.
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THANK Q