Every pharmacy needs a structured new patient program designed to impress newcomers and provide compelling reasons for them to return soon.
Not long ago, I interviewed the owner of a small Midwest chain. After realizing that many new customers never returned after their initial fill, the team developed a simple program and accompanying checklist to improve retention. The owner generously allowed me to share his check list and strategy.
Team Training and Identification
Central to the program is training all team members to spot and engage with possible newcomers. Cues extend beyond the obvious initial prescription drop-off. Front-end staff are taught to watch for customers who appear unfamiliar with the store layout or more eager than normal to ask for help. A simple conversation can easily lead to the question, “Have you ever been in our pharmacy before?”
The Welcoming Script
When the customer answers “no,” the team member’s response should be genuinely inviting:
“Oh, we are so happy you found us! I think you’re going to love our pharmacy. Are you new to the area, or what brings you in today? I’d love to help.”
This dialogue can be used effectively on the floor of the front-end or at the pharmacy counter.
The In-Store Experience
A key to success is having something meaningful to give the new person. A high-quality, color brochure works well. It should be designed so that a brief, 20-second presentation helps the new person quickly understand what makes your pharmacy uniquely positive, without overwhelming them.
If possible, offer to let them meet the owner or the pharmacist-in-charge. Adding a quick invitation helps: “He/She is always eager to meet anyone new to the pharmacy; it will only take a minute.”
Follow-Up and Data Capture
This is where the new patient checklist kicks in:
- Immediate Follow-Up: In addition to the brochure, commit to mailing a personalized letter or greeting card to the patient a few days later.
- Medication Check-In: If a prescription was filled, set up a reminder system (a “tickler file”) to call in three to four days to ensure they are doing well with their new medication.
- The Mailing Content: The mailing should provide basic information on other services your pharmacy provides (e.g., test-to-treat, compounding, medication synchronization, home medical supplies).
- The Essential Ingredient: enclose a $10 or $20 gift certificate redeemable for your private label products. Prescription transfer coupons can also be included, but since the new person may not need a script right away, the private-label offer provides a reason to return soon. Everyone can use a bottle of ibuprofen, hydrocortisone, or first-aid cream.
Tracking Success
The final part is tracking results. Monitor how many new people you identify each week and who identified them. Track how many letters you mail, how many gift cards are redeemed and how many scripts were transferred in. A program like this will help you constantly improve your performance and truly impress your new customer.