Dr. Nelson T.
Selecting A Location And Positioning The Pharmacy
Convenience goods – goods a customer usually purchases frequently, immediately, and with a minimum of efforts Examples: candy bars, cigarettes, and deodorants
Shopping goods – usually means high unit price purchased infrequently, more intensive selling effort required on the part of the sales people, price and features compared, and sold in selective outlets. Examples:humidifiers, glucometer, and BP apparatus
name-brand time pieces. and certain imported goods Retail drugstore – outlets selling pharmaceutical product in retail to consumers or end users
. Are designed jewelry. no substitutes considered.Key Terms
Specialty goods – usually means high unit price. and sold in exclusive outlets. purchased infrequently. requires a special effort on the customer to make the purchase.
is to serve society’s need for both product and pharmaceutical services. The owner or operator of a drugstore need not be a pharmacist although the license to operate requires a duly registered pharmacist per store outlet Competitive advantage – strategies/tactics in order to keep competitors off-balance and to communicate effectively and delivers the chosen positioning in the target market
Independent drugstore – It is defined broadly to include those establishments that are privately owned and whose function. in varying decrees.
Also known as market niching or unique selling proposition Community shopping drugstore – usually consists of 15 to 50 stores with an emphasis on both convenience and shopping goods. and trading area of about 10 to 20 minutes driving time from the center.
.refers to the attributes or characteristics and purchaser criteria which are perceived by the customers.Key Terms
Positioning . Positioning means finding a market or submarket where your product can be leader or dominant player in the industry or market place.
Availability of medications to provide fast
dispensing Availability of generic drugs
.Possible competitive advantages for a pharmacy
• Assortment of merchandise stocked • Selling a few grocery items
• Novelty gift items not available elsewhere
• Trendy merchandise
• Seasonal merchandise
Speed dispensing Frequent filler program Offering trial doses Patient counseling Processing third-party claims Emergency prescription dispensing Information sheets on medication usage Records for tax purposes Maintenance of patient profile
Nonprescription services Speed of service Counseling of non prescription medications Relationships with care givers Money-back guarantee Return policies Special seminars
E. Prescription and nonprescription services Competitiveness Special discounts Cut rates on selective front-end merchandise Credit
Distribution Convenient location Pharmacy hours Delivery service Telephone and mail orders
G. Promotion Uniqueness of advertisements Big-prize giveaways Sidewalk sales Tie-ins with prescription drug purchase Contests Colorful “shelf talkers” Attention-grabbing point-of-purchase displays
H. Personnel Courtesy Friendliness Knowledgeable Helpfulness Accuracy Follow-up
. Why is a location one of the most important decisions facing a pharmacy owner?
A good location is one of the most important factors for pharmacy success. partly due to its relatively lasting effect.1.
2. choice of a location within the community. and professional consultants. government. bankers. and selection of specific site. material availability. Key factors to consider in selecting a community include characteristics pertaining to population. competition. location and media
Sources of information about locations include chambers of commerce. financing. economics. What are the alternative location choices within a community?
Major factors to consider in choosing a pharmacy location include selection of the community. real estate brokers. transportation.
What are the major questions to be answered regarding a pharmacy’s trading? a. What specific site within the area of the community meets the requirements of the particular pharmacy?
. What area within a community indicates strong potential for growth? c.3. What community has the greatest opportunity for the particular type of pharmacy under considerations? b.
. What is retail compatibility?
Retail compatibility can be the most important factor in the survival of stores in a shopping center.
5. a pharmacy has to have a positioning strategy. A position is the way the pharmacy is defined by patrons on important attributes – the place the pharmacy occupies in patrons’ minds relative to competing pharmacies. In other words.
. Why is it necessary for pharmacies to develop a positioning strategy? Pharmacy owners must recognize that people have different needs and are therefore attracted to different offers.
Pedestrian traffic is closely related to whether the goods are convenience goods. How do traffic counts contribute to the selection of pharmacies? And what are the advantages and disadvantages of a planned shopping centers? A pedestrian or automobile traffic count may be desirable in deciding on a specific site.
6. or specialty goods. community centers and regional centers The right tenant mix in a shopping center is essential to the individual retailer’s and center’s success. shopping goods. There are 3 types of planned shopping centers. Shopping centers rental and lease agreements should be reviewed with the advise of expert
. neighborhood centers.
Organizing and Staffing of Pharmacy
Delegation of authority .
. carry out actions and direct others 3. Committees – is another common organizational form used in situations where group participation and decision are required 2.the right to make decisions.KEY TERMS
1. Delegation of work – The assignment of part of a manager’s work to others.
Organizational chart – is a diagram or drawing showing the important aspects of an organizational structure. and the people who occupy them
. It shows the relationship among positions as to authority.Line organization – this is the simplest form of structure and refers to a straight-line responsibility and control from the top management to the middle management and to the lower level Line and staff – This utilizes the assistance of experts or specialist. responsibility and accountability.
points of origin. managerial or otherwise.
. is performed. and flow of management direction and control
Departmentation . that it provides the required channels. the desire to obtain organization units of manageable size. Organization – it is the framework or backbone by which the work of a business. and to utilize managerial ability.results from the grouping of work.Accountability – This is the answerability of the obligation to perform the delegated responsibility and to exercise the authority for the proper performance of the work.
.Job description – the specification of tasks activities associated with particular job Unity of command – this refers to the arrangement in an organization where there is a chain of authority in which every member knows to whom he reports and who reports to him in turn
Span of control – this refers to the number of people a manager can effectively control and manage.
Unity of direction – each employee should have a clear understanding of.Employee recruitment – this is pooling of job candidates to match the human resources plan of the organization. the goals of the business
Scalar chain – rests at the top and flows downward.
. and willingness to work for. Unity of command –command must be established for every worker s.
Discuss the importance of an organizational structure for a pharmacy.Questions
A proper organizational structure will help a pharmacy survive by ensuring that tasks are completed and a foundation is laid for future growth
What relationship exists between authority and responsibility?
Responsibility – this is the work or duty assigned to a particular position
Authority – It refers to the power or right to be obeyed.1.
1. Referrals c. Employment agencies e. Labor unions g. Name some common sources for potential employees
. Employees of the pharmacy or parent company
b. Educational institutions f. Employees of other companies d. Advertising
5. What steps should be considered by the pharmacist/drugstore owner in selecting the most qualified applicant for the job? 1. 8. Reception of applicants Preliminary interview Application form
4. 3. 7. 6. 2.1.
Final selection by immediate supervisor or department head Physical and Medical Examination Hiring Orientation/Induction/Indoctrination
A. Assistant Pharmacist –all Sales clerk – all
.1.all A. B. Branch Pharmacist.
both horizontally and vertically (establish who reports to whom)
7. Define the goals of the pharmacy
2. Assign a manager to each unit and provide the manager with necessary authority and responsibility to complete the jobs within the unit 6.
. Arrange these units relative to one another.The basic organizing process
1. Group the jobs into units that are related in some manner 5. Group related tasks into jobs that can be assigned to an employee 4. Identify and define each task to be completed 3. Establish a control system for measuring the progress and achievements of each group.
Develop wage and benefit programs that are fair to the employees and affordable for the pharmacy
11. Specify each type of job Assess the internal aspects of employment in terms of working conditions. 9. Based on the objectives and level of business activity. Motivate employees and evaluate their activities
. 3. policies Determine where the right kind of potential employees might be found
7. determine how many management positions will be needed in the future and in what service areas. Based on the pharmacy owner’s personal goals. 5.
Actively recruit good personnel by promoting job opportunities
Select persons for employment on the basis of a formalized screening process Actively orient employees to their new positions Train employees to do their jobs and develop them for any planned advancement
10.The Basic Staffing Process
1. 8. 4. forecast future personnel needs in terms of both numbers and type of position