By Erin Michael, MBA, MS, CPhT, PCCA Director of Outside Sales

On two consecutive Saturdays in May 2020, PCCA hosted its first Marketing and Sales Virtual Conference (our first ever virtual conference overall, too). Considering how much the COVID-19 pandemic has affected independent compounding pharmacies, we chose to focus on strategies and tactics specifically designed to help them through this crisis and beyond. To accomplish this, we worked with experts in many aspects of sales, marketing, general business development, pharmacy and combinations of all the above — including presenters who currently own their own pharmacies. They guided and engaged with our virtual attendees while imparting countless pearls of business wisdom that they could implement immediately to rebuild business today and in the future. Below is a sample of the expert advice that our presenters offered.

Control What You Can Control during the COVID-19 Pandemic

• COVID-19 has taken us from a “bear” market to a “bull” market; take advantage of this time when compounders are in a positive spotlight
• Take control of what we can control: New prescriptions may be drying up, but prescription refills and supplement sales can be priorities
• Move from a broad focus to a micro focus: Identify compounding specialties that are less affected by the pandemic and pursue them
• You cannot over-communicate in a time like this (to staff, to patients, to doctors)
• For doctors, you’re not providing one particular product; you’re providing solutions, innovation, hope when other therapies have failed — you’re providing your availability as a trusted resource
• For patients, let them know you’re open and here to serve them during the COVID-19 pandemic; provide them peace of mind in addition to health care
• Stay on top of refill reminder phone calls:
  • Monitor data to see who is due for a refill in a certain timeframe
  • Frame these calls as a check-in, and let the customer lead the conversation; be empathetic to their needs and concerns; offer other products when appropriate (e.g., nutritional supplements, hand sanitizer)
  • Pick the right staff member(s) to do these calls; some people are naturals and some need coaching and a script
  • Long-term benefits: This builds relationships with patients (and their doctors); it gives more control over what prescriptions are filled on which days
•  Use alternative ways to offer refill reminders, such as email or through a smartphone app
• Consider creating “immunity kits” that patients can pick up with their prescriptions (hand sanitizer, mask, supplement, protein bar, etc. as a kit)
• Consider “sidewalk shopping” (outdoor retail setup in front of pharmacy) if possible

Social Media Is Crucial during the Pandemic

• The pharmacy needs a greater focus on social media marketing and patient communications
• Communicate recent policy changes: curbside service or drive-thru/shipping procedures; updated hours of operation (on all platforms — Yelp, Google, Facebook, website, etc.)
• Be transparent and reassure your patients that you have their safety in mind; be trusted, reliable and flexible
• Share social media content that shows how you’re giving back to your community (such as the #CompoundingHandoff ) as well as fun things your staff is doing (which builds trust with your followers)
• Share other social media content like relevant articles; Facebook Live videos on properly wearing masks, your reopening plans, etc.; or “Did you know?” video series of little-known pharmacy offerings
• Live videos humanize your pharmacy; they are more candid and vulnerable. They get better placement on social feeds and have a higher potential for engagement than regular video
• Live videos can and should be longer (the typical 2-minute-or-less rule doesn’t apply); followers get notified when you go live, so 5+ minutes gives them time to tune in
• Optimize based on the channel. Your video will be more impactful for an Instagram user when you record in portrait (vertical) vs. landscape (horizontal) because Instagram users are primarily on mobile devices. Facebook has a more even split between mobile and desktop, so landscape is used more often
• Feature retail products online, such as vitamins/supplements, gifts, cards, wrapping supplies, puzzles, tea, coffee, seasonal products

Virtual Meetings with Prescribers Are an Unprecedented Opportunity

• The pharmacy salesperson/marketer needs a completely virtual transition for physician visits
• You normally have 2–3 minutes with a doctor when you visit their office, but virtual meetings give you 30 minutes uninterrupted; virtual meetings are also more cost effective
• Don’t forget: Your prescribers are going through the same situation that you are. They are business owners. They’re looking for new ways to reach out to their patients and provide for the future, too. Share your creative best practices and your knowledge of the economic resources available with them
• Educate primarily, sell secondarily — provide guidance and insight right now as a trusted advisor because prescribers are hungry for education
• What you need: Zoom (or similar) account; Outlook (or similar) calendar request; digital or print invitations with relevant materials (and goodies!); your compounding pharmacist/pharmacy team
  • BONUS: PCCA Science research (public), FormulaPlus^™ formulas with extended beyond-use dates (for PCCA members with Clinical Services access)
• Pro tips:
  • Send them materials beforehand (email content or mail a binder)
  • Support a local business by sending the doctor lunch during your meeting
  • Turn on your camera and encourage doctors to do the same (it’s more personal)
• Consider using clinical PowerPoints on Zoom
  • BONUS: PCCA members can access our customizable presentations on the PCCA Marketing Resources page
• If you’re a marketer, you could have the pharmacist join you on the call — you have a captive audience, and you are going the extra mile to earn their business
• Scared of doctors turning down your meeting request?
  • Invite them through a variety of channels (phone call, email, mail, fax)
  • Practice your elevator pitch and tailor it to their specific needs
  • Rejection is redirection; “no” means you need to get creative and find a different angle that works
• Offer virtual workshops on key clinical topics to doctors (and patients)
• A virtual meeting is not just a single opportunity. Keep meeting with doctors (build relationships, educate on new compounding specialties, etc.)
• Always follow up:
  • Find opportunities to reconnect with doctors, especially new doctors (for example, if you have a positive patient story to share)
  • Share notes you took during the call
  • Send a thank-you with links to your website and social media pages

Virtual Consultations with Patients Are a Must

• Don’t just expect patients to come to you; advertise your consultation services (local interest groups, publications, social media, etc.)
• Again, educate primarily, sell secondarily — continue to inform patients on why they need to maintain their medication regimens, and educate them on the importance of immune system support right now
• Consultation set-up process:
  • A customer requests an appointment (their health journey begins)
  • Every staff member should be able to access the calendar and book a time slot
  • Immediately share intake forms and request they be returned 72 hours prior to appointment
  • At the beginning of each week, a staff member calls to confirm all appointments
  • When the customer comes to pick up their initial therapy, schedule a follow-up consultation (2 months later is good generally); engage them, answer questions, review and adjust therapy as needed
• Consider using FaceTime (or similar app) to help your customers have a personal virtual shopping experience from the comfort and safety of their home

And that was just a sample. I was honored to be a part of PCCA’s 2020 Marketing and Sales Virtual Conference. It was inspiring to see so many compounders and marketers come together to help navigate their pharmacies through the crisis that we all find ourselves in. And I hope that you’ve found some strategies and tactics here that you can implement in your own businesses right now.

PCCA members can watch our entire 2020 Marketing and Sales Virtual Conference on PCCA Play. It is free for subscribers, and it is available as a 12-month rental for non-subscribers.

Erin Michael, MBA, MS, CPhT, PCCA Director of Outside Sales, joined the PCCA staff in July 2006. She has been working in pharmacy for more than 25 years, of which 23 have been in compounding and promoting the practice of pharmacy. She previously worked for an independent pharmacy owner and was the general manager of multiple locations. Erin was instrumental in developing and implementing programs to promote and grow the compounding and traditional parts of that business. She holds an MBA in healthcare administration and an MS in hospitality management. She was recognized as PCCA Technician of the Month in August 1999 and California Pharmacists Association Technician of the Year in 2003.