Innovation and diversified development of pharmacies in the new retail era

What problems will the new changes in pharmacies bring? How to solve these problems? This article puts forward many innovative suggestions from the aspects of users, image, store layout, etc. Let's follow the author's ideas and take a look!

After the epidemic was lifted, the pharmacy industry ushered in new changes. Reduced store traffic and lower member stickiness are common problems in the current pharmacy industry.

1. Existing Problems

1. In the new retail era, multiple marketing activities are carried out with stores as the main operating entity, which are too frequent and homogeneous.

2. The impact of online pharmaceutical e-commerce platforms has greatly challenged the operation mode of traditional pharmacies. However, pharmacy managers can still adapt to this change through active adjustments.

In short, in the current pharmacy environment, pharmacy managers need to actively adjust and innovate to adapt to the changes of the times and the needs of customers. Only by constantly improving their professionalism and service quality can they remain invincible in the fierce market competition.

2. How to innovate

1. Put customers first and establish user thinking

Traditional drugstores usually focus on establishing stores, selecting products, and then looking for customers. However, under the new retail model, the store opening model of drugstores will first confirm the customer category, quantity, and service items, and then select products according to the needs of target customers, and establish stores based on products and services. All products and services should focus on the core needs of target customers, which is for new stores. For established drugstores, they can understand the high-frequency needs of users based on store user portraits, establish user profiles and user stratification, and divide them into potential customers, new customers, and loyal customers to operate different activities.

2. Focus on user experience

The layout of drugstores should also be centered on user experience. The shopping environment, the attitude and effectiveness of the staff, and the experience of using the products are also very important. Whether it is a new store or an old store, we should adhere to the process of asking patients about their condition and selling medicines, and establish user thinking in the sales process and sales techniques. We should not regard products as king, but give customers the right medicine instead of the most expensive medicine. We should let customers feel that drugstores also provide services to enhance customer stickiness.

3. Promotional activities should be tailored to local conditions and not blindly pursued

You need to understand the needs of your customers and know what they need at special times. Chronic disease medications and tonic drugs should be offered at special prices based on the course of treatment. Seasonal drugs should also have corresponding promotional methods. For example, in summer, two packages of heat-clearing and detoxifying drugs can be offered at special prices to attract customers to buy. Special price combination sales are also a good strategy, which can help customers recover faster and know that this is a professional combination, such as "gynecological wash + irrigator", "external ointment + cotton swab", etc.

4. Image promotion is also important

To create a certain impression, such as low price and high quality, affordable, professional, enthusiastic, convenient, good experience, etc. We need to grasp a certain point and promote it in depth, so that customers can strongly experience these impressions after arriving at the store. Superficial promotion can only be one-time.

5. Pay attention to the layout of the pharmacy

Pay attention to placing attractively priced and popular products at the store entrance. Place popular products in the main channel or theme promotion area. Place new products or related products on the end shelves to attract consumers to stay and promote immediate purchases. Store core products or small-packaged best-selling products should be placed in the middle of the shelf or at the cash register. At the same time, pharmacies should also strengthen peripheral publicity.

6. Seek new development opportunities

With the rapid development of the pharmaceutical e-commerce market, traditional pharmacies can no longer survive independently. In order to survive and develop in this highly competitive market, we can:

① E-commerce platform chain drugstore merchants provide settlement, all e-commerce platforms need to settle in, and operate in the whole area;

②Open a branded Chinese medicine pharmacy to target the elderly customer group;

③ Open a branded physical examination center in each city to increase diversified business and cooperate with pharmacies and drugstores to carry out business;

④ Lay out private domains and build a low-cost moat for marketing;

⑤Multi-faceted cooperation in the medical industry, such as cooperation with dental hospitals, ophthalmology hospitals, etc., free clinics, and customer referrals, etc., to increase revenue and brand image.

Author: Laicai Operation Notes