The Dr. Oz Program - Back End Opportunities for Independent Pharmacies

Looking for a new way to differentiate your pharmacy from your competitors and boost front-end sales? We are excited to introduce the Pharmacy Development Services Dr. Oz Program!

What is the ELF Program? 
Have you ever heard of the Oprah Effect? In general, when products are recommended on TV shows such as Dr. Oz, Oprah and the Doctors, viewers drive directly to the retail stores with the goal of purchasing these products. By simply becoming a supplier of the relevant items, creating a special end-cap and training the pharmacy staff to talk about the products, independent pharmacy owners are showing tremendous success in their front-end businesses.

What's included in the ELF Program?
 The PDS ELF Idea of the Week is helping you shortcut the process by researching the products on the show and providing talking points for the pharmacy staff, as well as display information. Each product will come with two supporting documents. First, a display sheet to inform customers why they need the product, what issues it will address and how to use the product. The sales sheet will instruct your staff how to talk about the product, the features they should know and targeted questions to ask the patients. Each week we will add new fact sheets to the collection.

How do I make this program successful? You are not in the prescription filling business; you are in the problem solving business. You sell solutions to people's problems. It is vital for both you and your staff to have this mindset. The ELF program is successful when your staff is trained to ask powerful questions and make recommendations to your patients. Use the sales sheet to provide your staff with the appropriate training. Remember, always be educational, never promotional. 


It is also important to market this program in and outside the four-wall of your pharmacy.

Additional marketing opportunities include:
- A special ELF end-cap
- Bagstuffers and Flyers
- In-store TV ads
- A special section in your monthly newsletter
- Newspaper ads
- Email and Audio postcards
- Website, Blog, Facebook & Twitter posts
- A radio segment featuring a weekly ELF product
- Instructional videos
- Host monthly seminars in the store

Where should I display the ELF products? Pharmacy Owners who have implemented this idea into their front-end have had the most success when they've created a special end-cap for these products. The end-cap is in a high-traffic area near the waiting area. Other options include featuring a product near the register.

Where do I find additional ELF Program ideas? Additional program materials can be found in the MSC Library in the ELF Section. Additionally, we will post weekly updates on the PDS Members Message Board. The turn-key component of this program is available for PDS Member only.

** We would like to thank Gary Glisson, Owner of Ward Drug Co. for sharing this idea with the PDS Community.

Category:

Education

Tags:

• pharmacy marketing idea
• pharmacy marketing
• dan benamoz
• pharmacy development services