As a pharmaceutical business, you play a huge role in the healthcare industry. Now is the time to put care back into healthcare by going the extra mile for your customers.
While thinking of patients as customers can feel a little insincere, the truth is that it can be the catalyst that kicks you into gear. It forces you to implement a comprehensive strategy that covers all aspects of the client journey. And it will ultimately result in a better experience for them. In turn, you will be positioned to support more people and generate increased profits.
In short, going the extra mile for patients is the key to putting your business on a sustainable path to success. Here’s how to do it in style.
Put Protective Measures In Place
Medical histories are among the most sensitive pieces of information that a person could share. So, it is vital that your pharma business is supported by advanced cybersecurity and data protection systems. After all, healthcare companies are the biggest target for cybercriminals. If yours is attacked, the financial and reputational damage could be irreparable.
It should be noted that the majority of breaches are attributed to human error, which is why employees need to be trained too. Of course, your pharma company must also put the right plans in place to protect its employees in all possible circumstances. Otherwise, their low morale will be passed on to client interactions. Likewise, if employees are not protected, you may be forced into downtime.
Make Products More Appealing
As a pharmaceutical company, the products you sell aren’t the most exciting. However, the right pharmaceutical packaging suppliers can at least make them stand out on the shelf. It is particularly useful for over-the-counter products sold by third-party retailers. Moreover, clear and consistent branding can lead to repeat purchases from patients who trust your company’s products.
The benefits of revamped packaging aren’t limited to the concept of making the brand more appealing. It also allows for ingredients and other key info to be clearly displayed. This update is very useful for older or partially-sighted patients. On a similar note, choosing packaging that is child proof yet accessible for people with dexterity issues can have a huge impact. For some customers, it could be the aspect that gets a sale over the line.
Take Pride In The Products
Patients want a lot of things from their pharmaceutical purchases. The list ranges from affordability to attractive packaging. Above all else, though, they need to know that the product actually works. A fancy painkiller brand, for example, counts for very little if the medicine fails to relieve the individual’s symptoms. As well as medicines, you must ensure that products like ankle supports are durable.
Manufacturing and formulating products yourself is tough. So, it’s vital that you work with the best pharmaceutical mixing equipment and machinery. Meanwhile, any pharma company that stocks another firm’s products must conduct extensive research. This is before making a commitment. Even if it means a slight reduction in your profit margins per item, it’s a worthwhile sacrifice. In short, you should only sell items you’d be happy to use.
Promote Smooth Transactions
Providing the best products should always be a priority. However, patients are also interested in receiving high levels of customer care. Smooth transactions can play a significant role, which is why using a modern POS terminal suited for pharma companies is vital. It is also important to, where possible, integrate with medical insurance claims. Crucially, there needs to be a sense of clarity.
Accepting multiple payment types including cash and credit cards is another important factor. Automated subscription payments for over-the-counter subscriptions or prescription medication can work wonders. This is a stressful and potentially confusing time for patients. So, any opportunity to make the process feel a little calmer will be greatly appreciated. It also removes a potential barrier that could have stopped them from coming back.
Utilize Modern Communication Tech
Clear communication is an integral feature in any business-client interaction. Still, the significance is arguably even greater when thinking about pharmaceuticals. Patients need to know that their medications and healthcare purchases will be available at the right time. Using an SMS reminder service can be very effective. It allows you to let customers know when their items have arrived.
Messages can extend to providing updates during the order fulfillment process. Meanwhile, telehealth has seen a rapid rise in popularity. As a pharmacist, you could use it to connect with patients to answer their questions. This can ensure that patients stick to the correct dosage and administer medicines effectively. It removes a potential source of confusion and fear while also ensuring that clients see the full benefits of their products.
Run Loyalty Schemes
In an ideal world, most patients would prefer not to need pharma products period. However, the vast majority will be regular customers. This could mean buying over-the-counter medicines when they get the flu. Or purchasing items to clean their eyeglasses. Or picking up prescription medicines on a weekly/monthly basis. In and case, the opportunity to reduce the costs is something that will be truly appreciated by them.
Memberships and discounts may reduce your profits per transaction. Over time, though, loyal and returning patients will generate greater lifetime values. If it gives them another reason to stick with your business rather than a competitor, it has to be worthwhile. Better still, the info you gain regarding their purchases may allow you to make further suggestions. This includes further product suggestions that could be used to manage their symptoms.
Become A Responsible Company
First and foremost, patients want to get better. Nonetheless, consumers are now increasingly interested in using brands that they like. If they can do this with their pharmaceutical purchases, they will. A growing percentage of the population is now concerned about the climate. As such, adopting greener daily operations could paint your business in a far better light. It will translate to more sales.
You can do this through your packaging choices by reducing your reliance on plastic. Other steps include using local couriers, switching the paperless communications, and using renewables. Showing that you care can only have a positive impact on the brand image, especially given the scope of work. Supporting a local charity or community scheme is another possible solution. In many cases, you’ll be indirectly supporting patients.
Be An Educator
Millions of people rely on pharmacies to manage health complaints and enjoy a better quality of life in spite of conditions. In many cases, though, the right medicine is just one ingredient in the recipe for effectively managing your symptoms. It often takes lifestyle change to unlock the full rewards. Whether it’s injury rehabilitation processes or accelerating the road to recovery from an illness, knowledge is power.
As an authoritative figure, you can use your experience and expertise to support your patients. One of the best ways is through a blog or content like FAQ pages. This allows clients to find the info needed to support their recovery, which adds value and boosts their thoughts about your company. On a side note, content can be monetized or become a powerful tool for increasing brand awareness with your local audience.
Ask For Feedback
Even when patients are largely happy with your services, it’s likely that they’d update one or two things. Your data analysis will organically point you toward some of those upgrades. Still, actively asking patients for their opinions could be the key to making smart improvements. Better still, it is a simple move that will make customers feel valued. As long as you act on their suggestions.
Of course, you won’t make every change that’s suggested. But extending your open times by an hour on a specific day of the week or adding live chat support to your website are just two possible ideas. Ask patients for their feedback via email forms or other communication links, and you should receive responses in no time. Without that feedback loop, you’ll never truly know how they feel about your pharma services.
Provide More
It might sound obvious, but one of the best ways to do more for patients is to do more. Firstly, you could consider adding more types of medicines. Having liquid form, tablets, capsules, dissolvables, topicals, and suppositories is vital. It ensures that there is an option for all patients. Inhalers, injections, patches, and sublingual tablets are all further examples to consider.
In addition to having more options for the specific medication, you may want to consider whether new products can open your door to more users. Over-the-counter items to treat injuries, quit smoking, or supplement diets are some of the possibilities. Either way, this can increase the size of your customer base and create upselling opportunities. So, you’ll be doing more for the paints and the future of your business.
The Final Word
Running a successful pharma business will require you to master several factors. But a patient-centric approach that focuses on a convenient and cost-effective solution that works for them is top of the agenda. Get this right, and the future of your company will look brighter than ever.
