Jason said they had to work hard to get themselves known in the area. The street frontage is very small. The entrance is down a set of escalators and its only then that you see how massive the pharmacy is. There are 7 other pharmacies within a 500m radius, including a number of other Priceline's. So the competition is well and truly there. They introduced a few different initiatives to drum up business. Jason approached nearby businesses, telling them what the pharmacy offered. They made programs available such as ‘smoke free workplace’ where the pharmacist would run a smoking cessation program. They also adopted the Maitre’d Pharmacist idea, trying to really put the Pharmacist out there in the front of the shop. While I was there Jason (or another staff member) approached all customers promptly. Signs are everywhere displaying photos of the pharmacists, introducing them to the customer.
A city pharmacy like this one is vastly different to a suburban community pharmacy. It relies on city trade and thus, its quietest day is Saturday and they are closed on a Sunday. Polypharmacy doesn’t exist here. Script trade is very small in comparison to front of shop sales. That is why they devote so much space to cosmetics, hair care and skin products. They even have a sign offering a $10 voucher to any customer who gets 3 or more medications packed into a DAA. So not only are webster packs free, they are actually paying people to have them.
I’m really glad I visited Priceline Wynyard and wish them the best of luck in winning Pharmacy of the Year 2015. Makes you realise how every pharmacy is different. To succeed you must research and target your market, like these guys did.