Merchandising Sarkhell Araz MSc. Public health/Epidemiology lec 7

Drug stores traditionally have been retail establishments where customers can find items, basic health care needs, and a pharmacy. Larger chain pharmacies have expanded this definition by promoting and selling large varieties of merchandise that often are well beyond the basic mixture of products found in a traditional drug store . Today, pharmacies are also found in hospitals, clinics, big stores………………….

The location of the pharmacy within these often large buildings, as well as the mix, location, and condition of the goods and services the pharmacy offers, is important to the pharmacy’s success. Attracting customers into a pharmacy and inviting them to make purchases while they are there are the main objectives of all merchandising effort.

Pharmacies must consider their design, layout, and merchandise to draw shoppers who will then make purchases. It is important to keep in mind that most of the items sold in a pharmacy can also be purchased in other retail outlets or on the Internet. Pharmacies are working to establish their business as customers’ total health care destination.

Many pharmacies are expanding their offering of professional activities the pharmacist can perform, increasing the offerings of heal their foods, carrying more professional products (e.g., medical equipment, blood glucose and other diabetes specialty items, and expanded vitamin and herbal offerings), and adding in-store medical clinics for treatment of minor ailments.

Customers respond to what they see, hear, and feel. Designing a pharmacy to address the everyday needs of our on-the-go society will make the store successful. Merchandising tools are used in every aspect of the pharmacy business, drawing customers to the location, making it easy and comfortable to shop in the stores, and building customer loyalty.

PHARMACY DESIGN, LAYOUT, AND MERCHANDISING Pharmacy managers use pharmacy design, layout of fixtures, and merchandising of products to affect the purchasing behaviors of their customers. Studies have shown that more than 80 percent of all purchases are made by people, Who less than a week before their purchases were not planning to buy these particular items. The primary reasons why consumers make unplanned purchases are emergencies (running out of a needed item), latent buying interests brought on by a good price or a new product, and impulse purchases (buying on a whim to try something new or different).

Pharmacy Design It is important to select the most appropriate design aspects for a pharmacy without becoming too trendy or rapidly outdated. The target of today’s pharmacy designs is the shopper. To determine a pharmacy design, managers first must determine the characteristics and needs of the customers to be served.

Customers want pharmacies that are convenient, well organized, and in supply of the goods and services they desire when they need them. Pharmacies who make customer angry, disappoint, or waste consumer time searching for items will not be patronized( give money).

Merchandising involves the proper placement of goods on pharmacy shelves. The space a pharmacy has for goods to be displayed is limited by the size and design of the store. Pharmacies commonly separate their space into departments or sections that contain major categories of products ( prescription area, cough and cold, headache, and first aid). Merchandise in a pharmacy tends to flow from one department to the next. This flow is accomplished by placing related departments next to or near each other.

Cross-selling is the process of selling across departments to facilitate customers purchasing more items than they To assist with proper placement of items on shelves, many pharmacy managers use plan-o-grams. Plan-o-grams should arrange products to increase their visibility to consumers Manufacturers strive to make the fronts and tops of their packaging clearly visible to consumers. A product facing is the arrangement of a product one package wide on a shelf.

Placement of items on shelves so that these package facings are visible to consumers allows for maximum exposure and increases the likelihood of sales. When viewing a section in a pharmacy, the most popular items will be placed at eye level for the majority of shoppers . Items placed very high or very low in a section traditionally will be slower-selling items.

Floor-stand displays are used to place large quantities of an item on display, making the products easily accessible to consumers. Manufacturers often supply these displays and other promotional materials to pharmacies to highlight their products

Floor-stand displays

The front of the prescription department traditionally is used to highlight vitamins and herbal remedies, products that commonly require the advice of a pharmacist for proper use ( glucose monitors), or high-priced specialty items that may be at risk for theft if stocked in a less visible section ( smoking cessation products).

Prescription department

Patient waiting area.

Drive-through window.

In- medical clinic.

Leading and Managing change Lecture 8

Transformation or Change Most resistance to change is emotional, not rational Shock Adaptation Anticipation

The thinking pattern of most people is: ANALYZE THINK  CHANGE But people don’t change that way. We change when we: OBSERVE FEEL  CHANGE

Common Misconceptions Most people will resist, rather than embrace change Most change is bad and will impact me negatively Change is uncomfortable, and is not something done naturally I can avoid change

When change is unavoidable Ask yourself, How will this effect me?

Changes in healthcare Transformation or change in health care occurs constantly New laws and regulations Patient safety and medication errors can results in changes to health care delivery New medication use process New providers New team structures New technology

No really, How will it effect me?

Things to remember… What motivates the manager doesn’t necessarily motivate all employees Managers should let employees write their own change story Take a balanced approach to change, highlighting both pros and cons Don’t mistake yourself for an effective change model Money is not the most effective motivator Change must be perceived as fair and just Get employees permission before making changes Address environmental barriers to change

Why Change? Responding in a timely manner to merging threats and opportunities by promoting change is crucial to a pharmacy organization’s survival and prosperity Change may be prompted by: New opportunities that promote organizational success Perceived dangers that may decrease organizational success