Profit Pharmacy

Have you thought about adding a phone app for your pharmacy business?

I have received a few questions on this lately, so something must be stirring.

The “make money internet marketing world” is going crazy with this, so beware.

There are some software programs which spit out a basic frame that can be customized
by logos, colors, etc, telling people that they can then charge $2500 or so for this…

$2500 is a going rate I see across industries, although it can be done for cheaper, and
can be much more customizable and tailored for your given business, but first,

…Is it worth it?

We are looking for ROI right?  Maybe an enhancement of current marketing, or maybe
another way to stay in touch with customers.

Why do people use and download apps?

For entertainment, resources, and to make their lives easier.

I see many pharmacy apps being just about contacting the pharmacy and maybe an
automated refill button.  Then I question, are your customers really looking for this,
and how often do they get used?

Think about it.  You can bring one up and on the app is a button that says “call pharmacy”

Wait a sec, I could have done that from the contact list on my phone, so why would I
go to load an app first?

How about refills?  I wrote an email last week on the power of toll free 24 hour automated messages.
Why do they work, because its easier for people to dial a number than look up a website,
or an app on a phone, especially when they are driving around or doing other things.

For the person who does not want to speak to a human being?  Many pharmacies offer phone
and online ordering.

Do not let your app be a billboard based off of ego in marketing, purchase one because it
“seems cool”

Ask yourself these four questions

“Why do I want an app?”
“What do I want my app to do?”
“Why will my customers want to use it repeatedly?”
“How will I integrate it in my marketing”

I started making apps for myself about 2 years ago and have learned a lot since
the market has become so saturated, so let me share with you some tips on
making this decision.

First off, if you do not like to do any marketing, it is not for you, it is not robotic
as many people might tell you.  In fact, it does take some attention to guide
people towards it.  This is why there is a graveyard for apps that never got attention.

Next, look at the demographics of your pharmacy and look at the demographics
of smart phone app users.  App users tend to skew younger…is this your market?

Another thing you can do is ask your customer if they tend to use apps.

As I mentioned, most people use apps to play games, utilize a resource or something
which makes their life easier.

A game would probably be out, although I can think of some entertaining ideas re: pharmacy.
You could have an online resource of symptoms of disease states, maybe a link to your blog for
up to date longevity news if you keep an active blog.  And as far as making life easier,
does a call button or refill app really do that to the point people will effectively use it?

Even if you look at the big pharmacies, they offer a way to take advantage of coupons and
savings…so in essence all you are doing is selling stuff for cheaper, but getting them in the
door for mastering the upsell?

Although walgreens adds some touches, daily pill reminder, that could be useful.  They promote their app
as making your everyday life easier…that’s the way to look at it, just make sure your app
can deliver before wasting your money.

This is not to dissuade you from getting an app for your pharmacy, but to put you in your
customers shoes and ask “would I use it”…or “how should this app be built to get me to
use it”

I actually wonder, is this the answer?  I ask this based off of my personal belief that this disease state management prescription system is broken, it works fine in the event of an emergency, although fails in the maintenance phase.  Take statins and PPI’s for example- abject failures to long term health. (once again, my opinion only)

And I understand, most of this is the patients responsibility, and many are only looking for a magic bullet, a “pill for an ill”.  Where you can argue which came first, a health care system that molded our culture into this disease management belief on healthcare, or a public not willing to take responsibility to stay healthy and prevent disease, thus the legal drug cartel model was molded around it.  I think the former, although with a lot of help from the later.

Then my cynical mind asks, “who does this really benefit” and there is only one answer to this- Big Pharma and the insurance companies (you know, those folks currently running the system).  It’s not the patients who benefit if they continue to stay on side effect inducing, nutrient depleting medications, it’s not the doctors who will be losing business, and it’s probably not the pharmacists who most likely will not get adequately paid for their time (if at all) and experience margin cuts on sales, further bowing to the commoditization of healthcare- UNLESS…

This might actually open the door for better healthcare, if it is done right.  You know when you see someone being treated the wrong way, and you make a recommendation although you have to tread lightly because its not your job to change their medication therapy, and the end result is just a doctor writing a prescription to calm symptoms while not addressing the true problem?

Here’s an example, Proton Pump Inhibitors.  PPI’s  have been a tremendous dis-service to our nations health, benefiting one group- Big Pharma.  They are the number two sold class of drug in America and have the potential to lead to osteoporosis, increased risk of fractures, as well as food borne pathogenic attack since they alter the gut pH, further leading to digestive problems and attacking ones immune system.

Doc’s prescribe them for the long term (where the problem starts while often not correctly addressing the underlying digestive issue), and then the patients keep taking them.  When, all along in many cases some probiotics, betaine/HCL or even licorice or zinc carnosine could get to the root of the issue, maybe some stress modifying supplements and recommendations as well.

I don’t see this as a gift giving to us as pharmacists, but possibly an opportunity to make our own in a way big pharma and the like did not expect…the end result, a healthier nation and happier pharmacists who do take advantage.

There’s this carpet cleaning guy turned marketing guru by the name of Joe Polish.  He has a way
of coming up with some clever ideas.  And honestly, for someone who can find passion and creativity
in carpet cleaning, and make it work…he might have some great tips to pick up on.  I was listening to him
recently and he reminded me of a strategy that is complementary to all of your other marketing strategies…
online or off, it’s very effective, super cheap, and robotic (works automatically for you)

24 Hour Free Recorded Messages!

Seems kind of old school right?  A few years ago I experimented with this when I ran an add in
Drug Topics…it was July of 2008, and it worked quite well.

In a few of my projects, I am going back to it.

It was an offer for a free report to gauge the interest in growing nutrition and consulting practice and
it had a headline similar to this

“10 Keys You Need To Know To Develop A Waiting List Consulting Practice”

and then I directed people to both a website www.profitpharmacyblog.com which is not active anymore
as well as a toll free telephone number of 1-800-501-4728
(I just called the number, now its a number for mortgage services, so no need to call, you might drive
the nice woman answering the phone crazy)

I got a 4 to 1 response on the phone number over the website address- it worked great.

Here are some really cool things about a 24 hour free recorded message:

Its all about education based marketing (same reason I love article writing).  Think about it, I bet your
best customer is an educated customer- mine are.  On top of that, when you educate someone you help
them to make an educated, intelligent decision.  No one wants to make an uneducated, unintelligent decision,
do they?

It can compliment ALL of your marketing:

• Your twitter and facebook pages. Think about if you had something that said “3 Quick Questions You
  Need To Ask Your Pharmacist Before Getting Your Next Prescription Filled- Call 1-800-555-5555 for your
  free recorded message now” – or – “7 Secrets That Most Pharmacists or Doctors Wont Tell You.” How
  many times do people really take action on social networking, for fear of being seen or noticed, and with
  pharmacy there are some privacy barriers out there, a free recorded message could just be that thing to
  get them over the hump.

• On your delivery car…think about it.  Your delivery car is a moving advertisement, but most people do
  not put anything on their fancy paint jobs to get people to take action.  Looks cool, but most of the time
  ends there.  Everyone has a phone in their hands these days, and its still not that easy to drive and surf
  the web to look for your website that’s on the car.  Plus, you have to catch people at that moment when
  something interests them, otherwise its just your telephone number, there is really no reason to call AT THAT
  TIME unless you give them a reason why, such as claiming a free report, etc.

• Your business cards, Pamphlets, Website, iPhone App, Prescription bags, etc etc etc

It works 24 Hours

So many opportunities to add another way for people to get to know you better, to enhance relationship
before they ever become your customers…plus remember the underlying power of reciprocity!

I mentioned a Consumer Awareness Guide up top.  These are a great way to brand you and your business
along with your expertise, providing your customers and prospects with even more information to make
the best decision for their health—YOU.  Consider them the size of an 4 x 6  pamphlet, maybe a few
pages.  A CAG was one of the critical direct marketing steps which Joe Polish took to launch his carpet
cleaning business.  He paid a copy righter $1800 to create one targeted to his potential customers.

I totally suggest to give it a try, I fully recommend itelecenter.com they are THE source for 800 numbers,
virtual phone system and voice mail at a great price.

Click here for a free trial with itelecenter.com

It was a little over a year ago, Japans largest environmental tragedy, the tsunami and melt down at Fukushima.  And while many experts are calling it “worse than Chernobyl”, the mainstream media has largely left it untouched.

Are we in the clear?

Numerous reports have been coming out of Japan saying that the reactors continue to spill radioactive toxins into the environment, while there have also bee reports of a continual flow of radiation flowing over to North America, affecting plants, animals and even people in the US and Canada.

On a recent Congressional trip to the area, after witnessing the true reality of the situation, Oregon Senator Ron Wyden had written a letter to Ichiro Fujisaki, Ambassador of Japan, petitioning for more to be done, and offering any additional support and assistance that might help contain and resolve the situation as quickly as possible. In the letter Senator Wyden references the fact that all four of the affected reactors are still “badly damaged,” Sen. Wyden seems to hint in his letter that Reactor 4, which has reportedly been on the verge of collapse for many months now, could be nearing catastrophic implosion.

Where does the reality exist?  In how we can address the situation in a proactive way.  What many people do not realize is that many natural supplements can play a role in protecting against radiation, and it’s not just about iodine.

Below you will find the list I took out of Dr Russel Blaylocks Nuclear Sunrise, of nutrients which can protect against radiation.  I have added other benefits of these nutrients as well as some heads up tips on them as well.

Where I will have my iosat on hand if such an implosion Senator Wyden talks about does happen, below are many of the supplements I take in various forms often due to their multifunctional abilities as well.

Iodine- By now you have heard about the need for potassium iodide in the event of nuclear disaster. It is optimum is to have healthy iodine levels before exposure even takes place.  Do to the fact that different tissues of the body have different affinity to different types of iodine; it is recommended to consume a product which can provide both potassium iodide and iodine.

Gingko Biloba- In addition to its radio-protective benefits Gingko biloba has been used to support blood flow, memory and even impotence caused by anti-depressant medications.  Caution should be used when combining with blood thinners.

Beta Glucan- A proven immune stimulant, beta glucan can also provide protection before and after radiation exposure.  Being that it can stimulate the immune system, one should use caution in auto-immune conditions or on immune suppressive medications.

Curcumin- Curcumin has many benefits besides radioactive protection including that it is a very effective anti-inflammatory and pain reliever, has shown anti-oxidant activity, helps digestive health, can lower cholesterol and triglyceride levels, cognitive health,  with proven anticancer and antimicrobial effects as well.

Garlic- Used for everything from its cardiovascular benefits, to its antimicrobial ability is another nutrient which can be incorporated to help protect against radioactive exposure.

Melatonin- Many people do not realize that melatonin is not just for sleep.  Melatonin has been used to treat cancer, is a potent antioxidant and can protect against radiation exposure as well.

Magnesium- Studies show approximately 75% of North Americans are deficient in magnesium.  Magnesium has over 300 actions in the body and provides benefits such as relaxation, helping people to sleep, can prevent leg cramps, important for a healthy heart and is a major part of keeping healthy bones.  One must caution, taking too much magnesium can lead to diarrhea, and different types of magnesium have different absorption rates.

Alpha Lipoic Acid (ALA) – ALA was used extensively and successfully after the exposure and has many more benefits.  ALA often a nutrient of choice in the case of diabetics and should be used in caution in higher doses not to lower blood sugar too much. Other indications for which ALA has shown successful include diabetic neuropathies, cataracts, glaucoma, treatment of heavy metal toxicity, and alcoholic liver disease.

This will be quick.  I just want to make sure you are taking care of YOUR HEALTH.  Entrepreneurship is
an awesome thing…only certain people can really do it right.  It takes certain qualities: pervasiveness,
task and goal oriented, big thinkers often outside the box, independent folks willing to swim against the
tide, a bit crazy, and often with a little peppering of not being the best employee’s in the world. (or wanting
to be)

One thing that folks often don’t speak of is taking care of yourself…supporting those adrenals, etc.  An
entrepreneurs mind is often the one who is still racing at 2 AM, either due to worry, or excited about
a new idea or opportunity to implement.  Entrepreneurs often go 100 MPH all day without taking a break,
entrepreneurs are often the ones whose day is not complete without juggling many hats or multitasking.
Some times there is overwhelm, feeling strethced too thin.

But we have to…it all falls on our shoulders, right?

And you know this all can impact the adrenals, thus the rest of our health.  It can lead to exhaustion,
hormonal imbalances, mood changes, heart disease, and so much more…thus just a quick reminder today…

I want you to make sure you take care of YOUR HEALTH!  It’s like the oxygen mask, you have to take care
of yourself before you take care of others, but so easy to forget or put off.

Don’t put it off!…Do one special thing for your health today.

Get back on that adrenal support, those fish oils, maybe get out of the lab or office and walk around the
building, heck do some breathing exercises.  If you did not do that one thing yesterday, do it today and
tomorrow- it’s really worth it. (plus it rubs off on others, if you surround yourself with the right people)

Lastly, here is an awesome quote I found that I think sums up why we do what we do, why we create what
we create, heck, print it out and take it with you on your walk around the building.

Oh yeah, and kick some ass today!

“Productiveness is your acceptance of morality, your recognition of the fact that you choose to live – that productive work is the process by which man’s consciousness controls his existence, a constant process of acquiring knowledge and shaping matter to fit one’s purpose, of translating an idea into physical form, of remaking the earth in the image of one’s values – that all work is creative work if done by a thinking mind.” – John Galt

Have an excellent weekend!

Rob P.s.- Share this with a colleque who might not be reading this…it might help them too!

I was reading an article the other day which said that more and more women are diagnosing
themselves via Dr Google, and how 25% of them misdiagnose themselves.

I thought to myself, wow, those are actually pretty good numbers.

Anyway, my guess is they are not so accurate, as a diagnoses is really nothing more than
tagging a name to symptoms, so there is quite a lot of leeway.

Anyhow, they listed the Top Ten Diagnoses Wrongly Diagnosed by Dr Google and

the Top Ten Symptoms That Have Prompted Web searches for solutions.

I broke these down into the Top 41 in my Nutrition Infiltration Manual, although looking at
these abbreviated lists allows you to compare what questions you are getting and what
problems you are seeing in your practice.  I bet they will be similar, and what they will
do is give you some easy targets to focus in on with your marketing efforts.

Top Ten Diagnoses Wrongly Diagnosed by Dr Google

• Breast Cancer

• Other Forms of Cancer

• Thrush

• High Blood Pressure

• Asthma

• Arthritis

• Depression

• Diabetes

• Sexual Health Problems

• Diabetes

Top Ten Symptoms That Have Prompted Web searches for solutions

• Sleep Problems

• Headaches

• Depression

• Anxiety

• Muscle Spasms

• Stomach Cramps

• Chronic Muscle Pains

• Severe Fatigue

• Itching

• Skin Sensitivity

Great way to target whats on your customers minds…even if they don’t tell you,

Something funny happened the other day, I came across one of those ‘words that sell’ by
accident.

Part of writing ads and marketing copy is to trigger interest in a prospect or customer which
leads them to the next stage, maybe its to ask more questions, maybe its to make a purchase.

I have been working on one for Pure’s Lo-Glycemix and I think I found the headline which will work
very well.

I have written about ‘words that sell’ in the past, using colloquialisms, etc, although check out what
happened by accident.

First off, how many times have you talked to a customer or client, and when they describe their diet
you know they embellishing…big time.  The fact is, people cheat, its that simple and usually with
any given roadblock or resistance factor, there is a solution, whether its uncovering a truth or finding a
creative solution to a habit or problem…the example below contains both.

I am personally a fan of paleolithic type diets, not big on grains and breads at all…although there are
times someone would just like to go out and have some pasta…although with their insulin resistant
linked weight resistance, this might not be the best idea until we can get matters under control, at least
not as the predominant staple to their diet.

I have quick to fill out forms which help dial in exactly what nutritional supplementation one can use
to lose weight and dozens of other problems. ( Of course with proper diet and exercise.) These things are
great and really work well.  I have designed them to help the less experienced staff make the right decisions,
although have found they save me time and help dial into peoples solutions, so I have began to use them,
the ultimate in point and shoot solutions.

One of the questions this customer replied yes to was based around “do you travel or often find yourself in social
gatherings where eating healthy is a challenge?”—or something to that degree.

I asked her about it and she replied, “sometimes I just like to order pasta and some wine, I know its high
on carbs and works against my weight loss, but….”

I then replied that “the question was designed to identify the need of a supplement which helps turn starch rich foods
into a lo glycemic profile, and where I am not saying its a license to cheat, it can provide the solution for
those times where you want to order some pasta and have a few glasses of wine.  Just take 2 capsules
30 minutes before eating with a glass of water, and you can even feel fuller faster, thus eat less”

The Result…a $50 plus dollar supplement on top of her other $130 or so, with some targeted solutions to her
problems…all due to some powerful words that identified her situation.

How many other people do you think are in a similar situation?

I know I might offend some of you with this one, although this can be a big deal in
regards to nutrient sales, it’s a quick exercise to dial in which nutritional line is really
best for you.

When I sold my compounding pharmacy and nutritional clinic it was to a pharmacy
which provided regular meds, compounds, and commoditized supplements.

They basically sold “middle of the road” nutrition which could be found at the local
health food stores.  They did this because they either had a some type of complex, thinking
they had to go with a company which seemed a bit special, but at a CHEAP
PRICE. (you get what you pay for)- or they were hoping to hijack some business from
the local herb store.

Part of the agreement was that I work there for a year, so I did.  I got rid of their product line
which was one of the words in the following phrase ‘Now and Then’ and brought in mine.
(mostly Pure, Thorne, PRL, OrthoMolecular, Douglas) (Their sales went up 9 times and profits
followed accordingly)

I think we lost 2 customers who were essentially there to buy on price…not clientele
to support a business model.  It really was not a loss.

What I am getting at is, if you carry a product that anyone and their mother can carry,
you might be shooting yourself in the foot, and worse case scenario, giving other
people your business.

So Try This.  Take a look at your main product line.

Now, go to their website and do a search on where to buy.

Put your zip code in and do a 10 to 20 mile search.

How many other options come up with no restrictions on who can carry
the line?

How many health food or vitamin stores carry that line with longer hours
than you?

If its one or more, you are helping the competition.

I just did this on the Now Foods website (yes, thats the example I was covertly
using above)

I just did a somewhat local zip code search, and within the area there are
2 pharmacies trying to do nutrition who carry Now and a ton of health food
stores.  The health food stores have much longer hours and a much bigger
selection, Now tells me this.

Pharmacy 1- 36 Now products
Pharmacy 2- 222 Now products
Health Food Store 1- 539 Now products
Health Food Store 2- 559 Now products
Health Food Store 3- 668 Now products

So, if you are even hoping to get business off of their brand recognition by
a consumer who goes to their website looking where to buy, unless you
are the closest or have a relationship or reputation in that consumers mind,
where do you think they will call or shop at first?

Even if its just doctors which come up and it is a high quality practitioner only
company, big deal…you are more convenient and easier to access then they are.

This is all part of the positioning and diversification you can offer in your
practice, where many are not taken advantage of.

And if your answer is “my customers will only pay a certain price, that’s why
I have X line in”…check your premises.  If their intention is quality, price seldom
matters as numero uno.  I have seldom seen in the formula of quality of “low vs good vs great”,
good win out.  Its either low based on only on price, or great based on quality and/
or practitioner recommendation, and possibility of products being hijacked by the
competition in this case are very low.
Otherwise its a contradiction and as Francisco d’Anconia said:
“Contradictions do not exist. Whenever you think that you are facing a contradiction,
check your premises. You will find that one of them is wrong.”

Thus try this.

Ask yourself, what are the premises of “why my customers buy”

If the true answer is “only on price” than we have got to get educating them on what we
can really offer and how it benefits them, as well as changing the culture and perception
of the practice to one of quality wellness.

I would love to hear anyone elses opinion/experience on this…

I like to promote and sell nutrition by problems that need solutions, and there is a huge
problem on the horizon and prescription drugs are not proving to be too successful-
areas of memory and cognition.

And this is only going to become a bigger deal as the boomers age.  We are seeing
them having difficulty taking care of their parents now, the frustration about challenges
with their parents memory, trying different drugs either due to lack of efficacy or
side effects.

These folks are afraid “that will be them some day”, and they are willing and able
to take some realistic pro-active steps to hopefully prevent this problem, so make sure
you are prepared to offer them solutions (and of course use your marketing mojo to
let them know you can)

Memory problems can be related to stress, estrogen, thyroid and other hormonal
imbalances.  It can also be related to toxicities and a poorly acting immune system.

Hormone imbalance, toxicities, poorly acting immune system- heck, that’s almost
everyone walking around out there…are we doomed?

The major nutritional companies know it too.  They are adding unique products to their
lines as well as well as centering seminars around how to treat and support patients
nutritionally on the topic of memory and cognition.

Recently a study was released which showed how the combination of curcumin and
Vitamin D3 successfully to help clear Alzheimer’s brain plaques through
immunomodulation and synergy to target neuronal proteins. 

What is becoming a favorite protocol of mine for preventative as well as present memory/
cognitive support is: (I take this myself as you will soon see why)

• Optimized Vitamin D3

• RescuSR (pures new product with curcumin and resveratrol)

Both resveratrol and curcumin synergize with the vitamin D receptor, and both protect neurons
through cooperative mechanisms.  Curcumin actually makes resveratrol a better antioxidant
and vice versa.  Plus, resveratrol attacks the oxidized beta amyloid in the brain tissue which
when left unchecked will continue to create free radicals and disease.

Plus, the ResCu-SR contains the most powerful curcumin available.  Clinical research shows
that it is 60-120 times more bioavailable than a typical 95% curcumin.  Plus, the resveratrol has
synergistic effects on total-body inflammatory balance, which extends to joints and muscles.

These could be recommended to EVERYONE because inflammation is so prevalent in its “silent”
form, i.e. in the heart, blood vessels and brain.   Longevity and overall wellness requires that CRP
levels are within a healthy range and systemic inflammatory responses are kept in check.   And
just 1 capsule per day is all it takes to integrate the most well-researched polyphenols into a total
wellness program.

Anyhow, just a heads up on what lies ahead in a very big way and where the nutritional sciences
are focused for growth,

Talk soon, give the protocol a try, it provides a lot of benefits for yours and your customers
health and of course, your bottom line.

As the saying goes, “death begins in the colon”. Robin Gibb had surgery on his bowel 18 months ago for an unrelated condition, but a tumor was discovered and he was diagnosed with cancer of the colon and, subsequently, of the liver.

It had been thought his cancer was in remission as early as last month, but the latest deterioration in his health coincides with reports of a secondary tumor.

The gastrointestinal tract is 70% of your immune system, and through medications such as antibiotics, steroids, and pain relievers as well as refined foods, hydrogenated fats, stress and more, it becomes challenged.

It is important to pay attention to your digestive tract, for your overall health, to take care of your GI tract, even if absent of any digestive issues, although especially if it is evident we are already dealing with other issues of health, through probiotics and enzymes.

Some of our favorite complimentary solutions, aside from diet and lifestyle include quality probiotics, digestive enzymes, identifying if we might be dealing with food allergies, etc.