More independent pharmacies are expanding into clinical services than ever before, positioning themselves to provide for care needs that have yet to be met in their communities. Many pharmacies do very well as they step into these roles, developing a solid care model and a steady, loyal patient following. Others find recruiting and retaining enough patients to justify their investment of time, resources and money into these services difficult. So why the difference in terms of success when it comes to clinical services?
There are many factors that go into the success of such a venture, but among the most important in terms of attracting and retaining clientèle is the patient experience – and that has a lot to do with the atmosphere you present to your patients in your clinical service areas. You need an atmosphere of professionalism, competence, respect and caring – an atmosphere that reflects your commitment to providing quality care. If your clinical service area looks like an afterthought – wedged into a corner of your retail space and made up of office-type cubicle partitions, for instance – chances are you're missing the mark on creating that sort of atmosphere.
Creating an atmosphere that makes your patients feel confident in the quality of your clinical pharmacy services means providing a space that is specifically dedicated to and designed for efficient, reliable patient care. Your service area needs to be clean, quiet and private. It also needs to be well equipped, well organized, and comfortable and attractive – a place where patients can feel at ease discussing the private medical and personal details they'll need to disclose to your clinicians to receive the highest level of care.
All-in-all, the point is that if you're expanding into clinical services, your best bet for success is to jump in with both feet, making a full-fledged commitment to becoming the best clinical pharmacy in your community. The tentative, make-do approach may feel a little safer – after all, if it doesn't work out, those cubicles can be out the door in a minute to reclaim the space for retail – but building a steady patient following means projecting stability and confidence, a "we're here to stay" kind of image.
So do up your clinical services area right. Put some thought into it, research what's working for other independent pharmacies that have been successful in clinical services, and think about what you would want to see if you were the patient. Better yet, bring in a consultant who specializes in designing spaces for a top-notch customer/patient experience. Doing what it takes to put your best foot forward is the best way to ensure that your venture into clinical services pays off for your patients, your community and your business.
