"The Successful Man is the One Who Finds Out What Is the Matter with His Business Before His Competitors Do." Roy L. Smith
George opened a brand new pharmacy not too many weeks ago. In a recent conversation he asked “how can I create a truly unstoppable pharmacy?” My answer was “first, build your brand.”
Branding is all about differentiating yourself in the marketplace. The more you build your brand, the more unstoppable you become. Determine what is totally different about you from all of your competition. Make that everything about you and your pharmacy that you want your patients— and even those who are not yet your patients— to know about you. Essentially, it is the source of a promise to your patients. Therefore, it is also the basis of what differentiates you from your competition.
Unstoppable means that you generate financial growth through the constant and persistent acquisition of new patients— totally profitable ones only.
It also means creating an organization that runs the pharmacy as a business for you. At the very minimum, you should have:
And so, “the monkey” is no longer on your back; it is being shouldered by the rest of your team.
Just think about how stress-free your life can be when you do it— everyone else is solving the daily problems, while you devote your time and energy to taking advantage of opportunities.
How Do You Create a Strong Second-in-Command?
If there is one aspect of enhancing your ability to create a business that runs like a well-oiled machine, it should be the development of a strong second-in-command. Let’s call that individual your operations manager. Your operations manager should take all the day-to-day operational details off your shoulders, thus freeing you to spend far more time performing your job #1: building your business bigger and making it infinitely more profitable.
Selection and training your operations manager, however, is only the beginning of the process of building strength into your organization. Training each and every person to constantly perform his or her job better should be an ongoing function. In fact, it should become a never ending process and should be done by your operations manager
A Well Trained Organization is Whose Responsibility?
Ultimately, it’s yours. And so, if you have a well-organized business, then you have an operations manager. On a weekly basis that training function should be hers. However, to make this protocol work effectively, here’s what needs to be in position:
Ultimately, the responsibility for seeing that this task gets done repetitively is yours. However, on a weekly basis, it’s going to be performed by your operations manager.
One of the necessary processes for creating an unstoppable pharmacy is validating that your team members will help you get there. People who are not adequate to the task should be retrained, where possible. Otherwise, they should be invited to seek another job. They should be replaced. For instance, in the 2015 NBA western conference semifinal playoffs, the Houston Rockets were down 3 to 1, came back to win the next 3 games— and NONE OF THE WINNING players were on the roster at the beginning of the season!
Does that have any meaning to you? What could you accomplish if you did the same and replaced average performers with SUPERSTARS? It takes guts!
It also takes the willingness to allocate more time to training. Not only should training be a never ending process; it should also be built up in the beginning of each person’s career with your pharmacy to the point at which it gets him off and running as a superstar. Yes, the quantity and quality of that training makes all the difference in the world, whether you are going to quickly produce a superstar, that is a member of the A-Team, or not.
How to Put Strategic Marketing to Work For You
I have written much about successful marketing for pharmacies. One thing I want to state here and now: your marketing should be highly informative and educational. It is the job of crafting words in order to influence people to buy your products and services in such a way that they absolutely and very positively do respond.
Want to Drive Your Competition Crazy?
Do the above now and never stop doing it.
For more information, download my FREE report, "The Very Savvy Pharmacy Owners Marketing Handbook."