Marketing for Pharmacist: Providing and Promoting Pharmacy Services by David Holdford

Author:David Holdford [Holdford, David]
Language: eng
Format: azw3
Publisher: Pharmaco Enterprise Publishing
Published: 2015-07-28T04:00:00+00:00

Adaptability of employees. Adaptability refers to the flexibility of employees in responding to customer needs and requests. Customers appreciate it when service providers expend extra effort to adapt to special needs or requests. This differs from situations in which providers quote rules that limit their ability to provide anything beyond the norm. Sometimes, being adaptable even means breaking the rules. For example, it may be necessary for a pharmacist to dispense an emergency drug without all of the necessary documentation. It may break the rules, but in some situations it can be the most appropriate course of action.

Spontaneity of employee actions. Customers often appreciate unprompted and unsolicited employee actions, such as an offer to deliver a medication to a patient’s home or an offer to help choose a nonprescription cold medication. Customers remember spontaneous actions by employees that result in special attention or some other bonus.

An employee’s ability to cope. Employees who can handle difficult situations without losing their composure (i.e., demonstrate grace under pressure) are associated with exceptional services. For example, pharmacists reveal poor coping skills by snapping at co-workers or patients when the workload gets heavy. Pharmacists with good coping skills maintain their composure no matter how heavy the workload.

Recovery. Recovery refers to an employee’s response to a failure in service delivery. A pharmacist’s response after a dispensing error, running out of a drug, or not meeting a promise is one of the most critical factors in determining whether a customer remains loyal to a service provider.9-11 When a pharmacist or pharmacy makes a mistake, the response can help recover any respect, confidence, or faith that has been lost.

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