Every year, people living in the UK go on more than 60 million trips abroad.
We want to help you prepare your team to give customers the best advice they can so you can drive sales during the holiday health season.
To make things easier we’ve created a short 15-minute course for your team so they can:
– Advise on some common holiday health problems
– Recommend treatments for those holiday health problems
– Recognise which types of holiday health conditions require a referral to the pharmacist
Helping customers prepare and stock up on the right medicines and products means they can enjoy a safe and healthy holiday whether abroad or at home. The mistake that many pharmacies make is to limit the service to just sun preparations and skincare.
According to Emma Charlesworth, Numark’s communications manager, pharmacies should create a ‘one-stop’ travel feature. “Include everything customers may need when going on holiday,” she says. “Do the thinking for them. Don’t simply ‘pack and wrap’.”
“Consumers purchase from a pharmacy because they want and expect advice – packing and wrapping is for grocers, not a pharmacy, she says. And use an advice-driven sales approach to add value to your service. “Don’t assume that, because a customer has chosen a product, it is the right one for them. Offer advice on self-selected products even if your customers don’t ask for it.”
With that in mind, here is a simple checklist you can use to make the most of your holiday health season:
— If you offer full travel services (e.g. vaccinations), highlight these with both in-store and window displays, and market them to local businesses to increase footfall. Place leaflets around the travel health fixture to remind customers they can ask for advice.
— When undertaking an MUR, ask if the customer has any holiday plans (UK or abroad) to make sure they have enough supplies for their trip. Customers need to be aware that some prescription medicines are restricted in certain countries
— Advise customers on treating common ailments while travelling by suggesting self-help tips and recommending appropriate products
— Put together a few ready-made holiday health kits for customers, with basic essentials, and then tailor them to suit specific needs. Remember that some customers may prefer cheaper generic products, rather than established brands
— Make sure you stock a range of travel-related products – not just suitable medicines, but also things like travel adaptors and mosquito repellents
— Stock travel-sized products, as security measures mean that liquid medicines need to be in small bottles if they are being taken onto the plane in hand luggage
— Holidays are not limited to school breaks, so ensure you keep a smaller range of travel health products all-year-round.
The holiday health season is a great time to boost sales but many pharmacies miss out because they only offer a limited range of products. By creating an all-in-one travel feature, pharmacies can deliver everything the customer needs, expand services and offer an advice-driven sales service that boosts profit.
Struggling to keep track of training?
You might be interested in our all-in-one pharmacy business training system. Designed by pharmacists, it delivers regular bite-sized training and monitors team performance so you can spend more time growing your business.
This article was written by the founder and CEO of MediaPharm, Paul Lowndes.