At NOVA Medical Products, we eagerly anticipated APEX 2024, recognizing it as the pinnacle event for independent pharmacies. Hosted at the luxurious Hyatt Hill Country Resort in San Antonio, the conference offered three days of education, networking, and a sense of community unparalleled in the industry. As one of the exhibitors, NOVA Medical Products was excited to be part of an event that embodies the spirit and value proposition of American Pharmacies.
A highlight of the event was NOVA’s Lunch and Learn Session, where panelists discussed transforming their pharmacy front-ends. NOVA Chief Educational Officer Sue Chen led an energetic presentation on establishing a healthy HME shop in your pharmacy’s front end.
The Motivation to Transform
Transforming any business is a significant endeavor, especially for busy pharmacy owners. Sue kicked off the session by addressing the common hesitation in undertaking such a transformation due to various operational challenges.
Carole Martin’s Bold Steps Toward Transformation
Carole Martin’s journey in transforming the front end of her pharmacy is a testament to her courage and proactive mindset in today’s competitive market. Davy Crockett Drug, located in a small community of about 6,000, has been a cornerstone for over two decades, serving generations of families with dedication and care.
Recognizing the need for change, Carole shifted from a traditional, cluttered layout to a more open and welcoming space. “I wanted our pharmacy to be a place where customers feel comfortable and can easily find what they need,” Carole explained. The new layout allowed for better product visibility and created a more inviting atmosphere, significantly impacting sales. “The feedback from our customers has been overwhelmingly positive. They appreciate the clean, organized space and the ease of finding products,” Carole said.
Listen to Carole Martin share her marketing strategies to boost pharmacy revenue on The HME180 Podcast!
Bryan Abernathy’s Transformation Journey
Bryan Abernathy recently revamped his pharmacy, transforming it from a cluttered layout to an open and inviting space. This not only made products more visible and accessible but also attracted more customers through social media buzz and increased foot traffic.
Bryan emphasized, “Our pharmacy looked so much better after the transformation. Customers could see the products clearly, which helped with sales and overall customer experience.” Additionally, Bryan spoke about the importance of customer service and the role of NOVA’s MVP Training Program in ensuring staff can confidently assist customers. “NOVA’s training was crucial,” he noted. “It gave our staff the confidence to help customers find the right products, which in turn, built trust and repeat business.”
Click photos below to see Medical Arts Pharmacy's Transformation
Ed Emde’s Business Strategy
Ed Emde leverages his extensive industry experience to successfully navigate the evolving pharmacy landscape. With a focus on a cash business model, Ed strategically stocks his shelves with products that guarantee at least a 50% profit margin, ensuring financial stability and profitability. He emphasized, “We focus on keeping our overhead down and making sure we have a margin of at least 50%.” This approach not only safeguards the business’s bottom line but also allows for flexibility in pricing and inventory management.
A key component of Ed’s strategy is offering unique, high-quality products that customers can’t find elsewhere in town. By curating a selection of items that stand out from the competition, he creates a distinct shopping experience that draws customers in and keeps them coming back.
"Our goal is to make our pharmacy a destination for products that aren’t available anywhere else,"
This differentiation not only attracts a loyal customer base but also fosters a sense of exclusivity and trust in the community.
Additionally, Ed has embraced digital marketing and online sales, recognizing the growing importance of e-commerce in today’s market. He has implemented a robust online presence to complement his in-store offerings, making it convenient for customers to shop from anywhere. This holistic approach to business ensures that Ed’s pharmacy remains competitive and relevant, meeting the needs of modern consumers. “It’s about adapting and evolving with the market,” Ed stated. “We’re always looking for ways to innovate and improve..
Ed also stressed the significance of staff training and having products in stock to meet customer demand immediately. His approach ensures that customers view Hometown Pharmacy as a reliable destination for their needs. “Training our staff and keeping products in stock are key. Customers need to know they can count on us for their immediate needs.”
Practical Advice for Getting Started
Starting a transformation can seem daunting. Sue asked panelists for practical advice on getting started. Here is what they said:
“Work with your vendors. They can help make the transition smoother and ensure you have the right products in stock.”
“Start small and understand your market. Partner with local healthcare providers to determine what products are most needed.”
“Get rid of low-profit items and make room for high-margin products. Even a small section can make a big difference in your revenue.”
Words of Inspiration
Our session concluded with inspiring words from each panelist:
Final Thoughts
Transforming the front-end of your pharmacy is not just about aesthetics; it’s about creating a sustainable business model that enhances customer satisfaction and drives profitability. With guidance from experts like Carole, Bryan, and Ed, and the support of dedicated vendors like NOVA Medical Products, your independent pharmacy can thrive in an increasingly competitive market. Take the first step, embrace the change, and watch your pharmacy become a beacon of health and wellness in your community.Carole Martin is a pharmacist and co-owner from Davy Crockett Drug, an independent pharmacy established in 1961 in Crockett, East Texas.
Bryan Abernathy is the Owner of Medical Arts Pharmacy in San Angelo, Texas.
Edward Emde is the Owner of Hometown Pharmacy, in Gainesville, Texas.
Sue Chen, Chief Educational Officer and founder of NOVA Medical Products, moderated this panel at the 2024 APEX Conference in San Antonio, TX.
A special thanks to Chuck Walters with American Pharmacies for helping to organize this special Lunch and Learn Session at the 2024 APEX Conference
