How to Improve Customer Satisfaction in Pharmacy Operation (2)

Values are the concrete embodiment of the core culture of pharmacies. Under the guidance of certain values, the management concept of pharmacies about survival and competition is formed. Improving "customer satisfaction" is an idea that pharmacies should run through all aspects of their management. 2) tangible product elements. Tangible products include the external image design, drugs sold and store layout of pharmacies. If the customer's overall evaluation of the tangible products of the pharmacy is not high, or the pharmacy has a bad reputation among the relevant subjects, the pharmacy will not be able to establish its own good image, and there will be no customer satisfaction. A large part of the characteristics of pharmacies are reflected in the characteristics of tangible products provided. To satisfy customers, the products operated by pharmacies must be suitable for customers' tastes, and pharmacies must have their own distinctive image. 3) Intangible product elements. The intangible product element is service. With the increasingly fierce competition in the pharmaceutical retail industry, it is difficult to maintain the differentiation of drugs for a long time, so it is difficult to form the core competitiveness of pharmacies, and the services of different projects are particularly easy to form differentiated advantages. Only by taking quality service as the core competitiveness. Only by improving customer satisfaction and loyalty with high-quality services can pharmacies have a long-term competitive advantage. 2.2 Key points to improve customer satisfaction Sales activities include pre-sales, in-sales and after-sales activities, which all affect customer satisfaction. 1) Increase information dissemination. Pharmacies transmit information to customers through various channels, thus affecting customers' expectations, actual feelings and satisfaction. This information can be divided into explicit information and implicit information. The information disclosed is clearly and in detail transmitted to customers by pharmacies, including POP advertisements, promotional activities, sales instructions, etc. Hidden information is transmitted to customers through subconscious signals, including the layout of sales places, the clothes of shop assistants, the design of stores, the combination of products, the display of products and so on. 2) Improve the influence of attitude. In the process of customers buying drugs, the attitude of shop assistants, communication with customers, the focus of sales efforts, the commitment to customers and how to ensure the realization of this commitment will all have an impact on customers' buying experience. Therefore, no matter in the characteristics of products or services and their applications. It is very important to train shop assistants to communicate with customers. 3) Enhance behavior demonstration. The behavior of drugstore employees plays an important role in customer satisfaction in sales activities.

How to be an excellent drugstore clerk

1, which can push drugs for customers; 2. Products with satisfactory profits will be promoted; 3, can be aimed at different classes of customers (such as the rich and the poor), recommend different price products. Note: the above three points are step by step and cannot be reversed. The professional ethics rule of shop assistants is 1, and the job position and mentality agree with the professional nature of their services. Bad mood does not affect work, and is willing to serve customers with professional knowledge, reflect self-worth and get self-satisfaction from it. 2. Manners and instruments should be neatly dressed, with correct name tag, beautiful and decent hairstyle, generous appearance and civilized manners, which can make customers feel trust. Professional service and attitude, warm greetings, smiles and polite treatment of guests. Consulting and answering are professional, patient and meticulous, which makes customers satisfied or individual customers dissatisfied but the employees in the store think it is acceptable. Job responsibilities of shop assistants 1. Selling drugs and selling drugs to customers are the main duties of shop assistants. 2. Understand that prescription clerks should learn to identify prescriptions, analyze prescriptions, allocate prescriptions, and pay attention to compatibility taboos. 3, identify the authenticity of drugs 4, identify imported drugs 5, guide patients to use drugs for common diseases, sales staff should be able to guide the use of drugs. 6, do a good job of drug maintenance, grasp the essential attributes of drugs, and use different storage and storage methods to maintain drugs. 1, receive customer consultation, understand customer needs and realize sales; 2. Be responsible for keeping records of goods sales, taking stock and checking accounts, and completing all sales statistics as required. Remember: your smile is very important, so be warm and kind.

How to run a drugstore

OTC sales representatives have been in Hunan market for a long time and have a basic understanding of counties. The conclusion is that there are more pharmacies than rice shops. I don't know if you have noticed this market situation.

In such a serious market, basically no county or city is a completely monopolized market, and it is generally a competitive market, which is determined by the characteristics of this market. Although pharmaceutical industry is the tertiary industry, it is different from other tertiary industries. It attaches great importance to the communication between enterprises and consumers, the satisfaction of consumers and the relationship between consumers and enterprises. Methods to gradually improve performance and increase turnover. 2. Make the store more efficient. Now, as long as the sales of many pharmacies decrease and customers decrease, they think of the magic weapon of price reduction and promotion. However, price reduction promotion is not omnipotent, which will cause pharmacies to compete for price reduction, engage in vicious competition, reduce the profits of pharmacies, and cause both losses. As a pharmacy operator, we must understand that the taste of consumers has been greatly improved now, and it is no longer possible to attract customers to the door with lower prices! In order to make the performance step by step, pharmacies must understand the reasons for the increase in sales performance. Analyze and plan, carefully observe and analyze customers' habits and tastes, and add services that excite customers. These are the only magic weapons to win! I. Ways to Improve Turnover In order to increase business performance, pharmacies must thoroughly analyze the exact source of "turnover" and solve the problem of "where do we earn our money?" By analyzing the composition of turnover, we can further analyze the ways to increase turnover. In order to introduce the composition of turnover simply and clearly, we specially made this picture. The turnover of retail pharmacies mainly consists of the number of customers, the unit price of visitors, the number of buyers and the unit price of purchases. It is not difficult to see from the figure that the number of customers and the unit price of drug procurement are important aspects of turnover. Under these two main levels, a secondary level can also be divided. At the peak, the turnover depends on the number of customers and the unit price of customers. The so-called number of customers refers to the number of customers who actually buy drugs; The so-called customer unit price refers to the average amount of drugs purchased by each customer. Turnover = number of customers * customer unit price From this formula, we can see that increasing turnover means increasing the number of customers and increasing customer unit price. The number of customers can be further divided into the number of customers arriving at the store and the drug purchase rate. The number of customers who come to the store is mostly higher than the number of customers. Because the number of customers only refers to the number of customers who actually bought drugs. Not everyone who comes to the store will buy medicine, and some customers just come for consultation. The difference rate between the number of customers and the number of customers arriving at the store is the purchase rate. Refers to the proportion of all customers who actually buy drugs. Number of customers = number of customers arriving at the store * purchase rate Similarly, the unit price of customers is the proportion of the number of drugs purchased by customers to the average number of drugs purchased. Customer unit price = quantity of drugs purchased per capita * average unit price of each drug. Through these formulas, we know that in order to increase the turnover, stores should increase the number of stores, improve the purchase rate of customers, and try to let customers buy high-priced drugs in pharmacies. To do this, it is necessary to improve consumers' expectations of pharmacies. In today's society, customers' expectations for a pharmacy are no longer cheap drugs, but high-quality services. Therefore, pharmacies should firmly grasp the center of "service" when improving their performance. 1. People who are willing to serve all retail pharmacies have different competitors, but in order to increase their turnover, the stores must provide services other than medicines. A master of pharmacy management knows this best: the secret of prosperous business is that high-quality medicine quality and excellent service complement each other! Drug retailing is carried out between shop assistants and customers, both of whom are human beings. People are emotional animals, sensitive. Therefore, when selling, we must understand the customer's psychology and impress the customer's heartstrings. This is the "service"! The service content of pharmacies can be roughly divided into three stages: pre-sale service, in-sale service and after-sales service, which can also be called pre-sale service, in-store service and after-sales service. Doing these three services well means serving customers in an all-round way, and the business in the store will naturally flourish. The so-called pre-sales service refers to the preparatory work before opening, including in-store sales, drug pricing, replenishment, drug display, etc., as well as guidance to the clerk on drug knowledge or methods of receiving customers. In order to satisfy customers, preparation before business is essential. Doing these jobs well is of great benefit to the promotion of marketing, as the saying goes, "sharpening the knife does not mistake the woodcutter"! Store service means that customers are entering. ......

How to analyze the decline of pharmacy passenger flow, and what are the solutions?

There are six main reasons for the decline.

1

The unreasonable product structure caused the store staff and old customers to be very angry with the company.

2

The new version of GSP certification, due to the shortage of pharmacists, some stores can only sell over-the-counter drugs, and the sales volume has dropped seriously.

three

The form of promotional activities is not novel enough, so it is difficult to increase store sales.

four

Salary is not attractive enough for employees, which leads to instability of the staff and high turnover rate.

five

Staff education and training can't keep up, and professional knowledge and skills can't meet the requirements.

six

The organization of the company is not sound and reasonable, and the store has no corresponding management department at the headquarters.

seven

Store-to-sales ratio is generally large.

end

Formulate preferential policies on prices to stimulate customers' desire to buy; The above policies should also be adopted for recent commodities; In addition, for unsalable and near-effective goods, the company should actively find out the correlation between these drugs and best-selling drugs, and train employees to jointly use unsalable and near-effective drugs and best-selling drugs, which can also increase the unit price of customers and the number of customers in the store.

To reduce the ratio of storage to sales, we should adjust the inventory purposefully and selectively, focusing on unsalable and near-effective commodities. For unsalable goods, the first thing to see is whether the purchasing department can return them to suppliers or exchange them with suppliers. If not, it is necessary to formulate store sales incentive policies to promote employee sales, but stores cannot bear all the losses.

Pay close attention to the adjustment of category inventory amount, ensure the number of best-selling goods of big brands in the same category and reduce the number of unsalable goods of small brands. Generally speaking, it is reasonable to adjust the ratio of deposit to sales to below 1.5. The purchasing department and the warehouse shall explain the categories whose stock-to-sales ratio exceeds 1.8. If the goods really need to be suppressed, it must be approved by the general manager. For the adjusted goods, the purchasing department should be actively responsible for returning or exchanging goods with suppliers; Formulate store incentive policies and preferential price policies to digest inventory as soon as possible; Related accessories that are sold as best-selling products, such as adding 1 yuan or buying best-selling products in 2 yuan.

For the more expensive varieties responded by the store, pay close attention to price adjustment and lower the price; At the same time, the company should establish market research mechanism and commodity pricing and price adjustment mechanism. Every month or week, the commodity department should sort out some price-sensitive products or products with the same function that the company plans to launch and distribute them to stores for price market adjustment. According to the feedback from the store survey, the prices of imported goods and old goods can be adjusted to ensure the price advantage of goods.

For medicines such as "Chinese patent medicine for colds", it is suggested that it is enough to selectively keep the other three manufacturers except a few well-known manufacturers, and it is best to complement the big brand products in price when choosing; In terms of health care products, it is recommended to choose a brand for small shops in rural areas, and one or two brands for shops with daily sales of 1000 yuan.

We usually purchase the latest batch of goods from the source. If we want to buy goods with a validity of less than one year, we must get the approval of the general manager. When the purchasing department prepares the purchasing plan, the purchase volume+existing inventory cannot exceed 65438+ 0.5 times of the sales volume in the same period in history. If excessive purchase is required, it must be approved by the general manager; The warehouse should also pay attention to the validity period of the goods when receiving the goods. Goods valid within one year shall not be accepted and put into storage. If the goods are to be accepted and put into storage, it must be signed by the general manager, otherwise the responsibility will be borne by the warehouse. For goods with a validity period of only three months, the warehouse shall not deliver them to the stores, and the stores shall also have the right to reject them at the time of acceptance.

The company organizes stores to hold commodity seminars every month to discuss the next direction of commodity introduction and the elimination goal of existing commodities. The new products that the Ministry of Commodities plans to introduce can be discussed at the meeting, which is convenient for the implementation of the new product plan and the search for new product selling points, so that the introduction of goods is not blind, and at the same time, the goods are more vital through active elimination.

The company's purchase of seasonal goods is not planned in advance, especially in summer, when other pharmacies are already selling, the company will organize the purchase, and when the company's purchase is in place, it will be sent to the store, which may have passed the best time for sales, which may easily lead to poor sales of seasonal goods.

Several profit models of future pharmacies

We all know that pharmacies are different from ordinary profit-making stores, so the business model of pharmacies will never be the same as ordinary stores. With the development of society, many pharmacies have to change their business models in order to make profits. Let me introduce it to you. 1. Diversification to improve customer unit price profit model Diversification first requires pharmacies to be retail places, pharmacies to be retail places where medicines can be sold, and other retail places cannot sell medicines. With the increase of venue rent year by year, the increase of personnel cost, the rigidity of drug demand, the national price limit of some drugs, and the influence of community zero difference rate on pharmacies, the drug sales of pharmacies will gradually decrease, and the reduced sales and gross profit can only be made up by non-drug and fee-based services. In diversified management, choosing health, beauty, health, nutrition, health care, sports and other product categories will be the first choice. According to international practice, pharmacies will be the first choice for diversified profit models. 2. The profit model of private brand products based on high gross profit is the next evolution of the profit model of private brand products. For large chain pharmacies, they have the ability to develop their own brands, while for small and medium chain pharmacies, developing their own brands can only rely on the purchasing alliance similar to PTO in the industry. Unfortunately, these small and medium-sized pharmacies only want to rely on the alliance to provide all services, and are reluctant to cultivate their own brand products with the alliance. Without these differentiated private brands, the final result can only be that small and medium-sized chains are merged by large chains. 3. Profit Model of Internal Fine Management At present, the chain pharmacy industry in China is at least five years behind the department store industry, and there is great room for improvement in business philosophy, management level, store operation, promotion planning, human resources and performance management, commodity category management, professional pharmaceutical services, measures to increase turnover, logistics information system, systematic analysis and improvement of business data, etc. 4. Customer satisfaction continues to improve (sales related to professional medical services). The profit model realizes customer satisfaction, and professional medical services come first. High-level pharmaceutical services mainly recommend products and related sales combinations scientifically from the perspective of consumer treatment, so that consumers can choose the most effective drugs with less money. Secondly, drugs should establish the demand files of most consumers in the business circle and provide marketable and cost-effective products. The variety should be complete, which can save consumers' time and energy. There are three main reasons why consumers go to pharmacies to buy medicines instead of going to hospitals: first, pharmacies are rich in varieties and can choose independently; Second, it is convenient nearby; Third, the price is cheap. Only by doing these three things can the service be in place, the satisfaction be improved and the loyalty be cultivated. 5. Specialized positioning profit model There are three competitive strategies for industrialized positioning profit model: first, relying on large-scale concentration to form a profit model with leading total cost; The second is the differentiated positioning profit model; The third is a professional centralized profit model. The next profit model of chain pharmacies will need to focus on one format and make characteristics. Industry insiders predict that these optional formats are generally as follows: large-scale health pharmacies (health testing and experience, lectures, overall intervention pharmacies); Drug stores, community convenience stores, supermarket pharmacies, online pharmacies, medical clinics (Chinese medicine clinics), specialist pharmacies, community pharmacies, supermarket stores, prescription drug dispensing pharmacies (next to hospitals), advertising pharmacies, health care products stores and so on. Of course, it can also be distinguished in positioning, such as high-end positioning pharmacies in high-end business districts. Recommended reading: How do people's pharmacies become stronger and stronger?

What should I pay attention to in the decoration of pharmacy facade?

The rational layout and exquisite decoration of pharmacies can increase passenger flow and bring profits to pharmacies. But how can we decorate pharmacies that satisfy customers? Baicaotang will tell you!

What should I write on the window and billboard of the drugstore?

If it is a new pharmacy, don't worry, there will be many salesmen of medicine and health care products to advertise. If you rent a counter in a drugstore to display their products, it's natural to post their advertisements at the door ... If you design it yourself, it's best to focus on healthy green to make people look more comfortable. . . It can also attract customers' attention. Advertising is nothing more than revealing a fair price and a professional meaning to customers, such as experts, old Chinese medicine practitioners, cheap pharmacies, etc ... A practical prescription in Compendium of Materia Medica or Huangdi Neijing was also intercepted on the glass and made into adhesive. If you want to make pharmacies more intimate, you can stick relevant ancient prescriptions according to some common diseases that people need to prevent in the four seasons to attract customers to buy ... In a humanized pharmacy, which patient and customer are not at ease? Business is naturally good. ....

My view on professional services is about pharmacies. Urgent! ! Don't use too many words! 5 points

The first part: the speech of high-quality service at the window of outpatient western pharmacy

My present job is the window of outpatient western pharmacy. The so-called window, on the one hand, directly faces patients, and doctors and patients communicate with patients, becoming the forefront of pharmacy serving patients; On the other hand, in the eyes of patients, it represents the overall level of our pharmacy and even the whole hospital, and embodies the image of the hospital. Therefore, as a pharmacist who is engaged in dispensing work in the window, he must be well-trained, not only have a high sense of responsibility, a good mental outlook, but also have a clear service concept and a high service level. Medicine is a weapon for pharmaceutical personnel to help people prevent and treat diseases. Therefore, the behavior and quality of work of pharmaceutical personnel often have a great influence on patients. When pharmacists treat patients sincerely and enthusiastically, they patiently explain the methods of medication to patients and explain in detail those drugs with great toxic and side effects; Usage and dosage, as well as some factors that need special attention, patients will feel respected, so as to cooperate with pharmacists from the heart, follow the doctor's advice, increase their confidence in fighting the disease, maximize the enthusiasm and compliance of treatment, recover as soon as possible, return to work, and make greater contributions to society. So although our work is ordinary, it is of great significance. This also requires our pharmacists to constantly find their own shortcomings, improve the measures to serve patients, improve the service attitude and improve the quality of all aspects, which may make the work more perfect and make patients more satisfied. In today's increasingly fierce competition, we should use high-quality service "software" to attract patients and win patients' greater trust in the hospital. Personally, I will be strict with myself, and at the same time I will unite and cooperate with comrades and Qi Xin to make greater progress in our work at a higher starting point.

With the continuous development of society and the fast-paced progress of the times, all walks of life are surviving and developing in constant challenges, and we have a profound understanding of the medical market. Guiding our work with new ideas and new thinking will not be eliminated by the trend. Do something, do something that affects us all the time. In the past, pharmacists' "doing something" was reflected in the process of prescription deployment, prescription distribution, drug introduction, supply guarantee and so on. Now, pharmacists are forced to keep pace with the times, which requires pharmacists to have comprehensive professional knowledge, provide pharmaceutical services for patients and guide patients to get reasonable, safe and effective medication. At the same time, it is necessary to participate in the drug treatment work of clinicians. In our daily work, in addition to completing the continuing education required by the hospital, we spontaneously learn professional knowledge once a week and take exams regularly according to the needs of professional characteristics, all in order to improve everyone's work quality and service quality, so as to answer patients' consultations and solve patients' difficulties. Let me tell you a catfish effect. It is said that in the past, Norwegians often died in Man Cang when they went out to catch sardines, but the selling price of dead fish dropped sharply. So, some clever fishermen came up with an idea: put some catfish in the fish cabin. Catfish are very active and swim around, but a large number of sardines are nervous because they see a few "dissidents", which speeds up the swimming and enhances their vitality, thus reducing the mortality rate and increasing the income of fishermen. Later, this phenomenon of using catfish to increase the activity frequency of sardines, stimulate their vitality and prolong the shelf life was called "catfish effect". Catfish here represents an introduction mechanism, an idea, a reform and external pressure market competition. Our work needs to be changed. Change is universal and the general principle is prosperity. At present, there is something wrong with our work. Some behaviors are beyond our control. The variety of bidding procurement and the frequent adjustment of drug prices have increased the difficulty of our service work, and we need to explain the reasons, which has reduced the percentage of our service satisfaction; There is also the old problem of the medical environment in the Third Hospital. Outpatient Chinese and western pharmacies are a channel, especially Chinese pharmacies need a certain amount of time and place to mix soup, which can not meet the requirements of patients waiting for treatment; Chinese and western medicine take medicine, and blood takes blood through veins. There are three streams of people in the hall, which is the most crowded place in the Third Hospital. I can only comb it subjectively. Our commitment is that we must go to work 5- 10 minutes in advance every day, and the queue should not exceed 8 people, so as to improve the speed of soup preparation and reduce the waiting time. These measures have played a role in relieving and guiding patients. There is also a lot of work in coordinating the work of surrounding departments, charging issues, doctors and so on. It reduces the running of patients, solves the problem of patients seeking medical treatment, and increases patients' satisfaction with us. In short, in the tide of reform, we should constantly improve ourselves. ......