Survey: Front-end performance at independents on the rise

ARLINGTON, Va. — According to recent research, as many as 86% of independent pharmacies surveyed noted that their front-of-store was growing or holding steady, compared with 73% of independent pharmacists surveyed in previous HDMA-supported research ("Independent Pharmacy Shoppers: Who, What and Why?") published in 2012.

 

That may be in part due to the fact that independents are highly accessible and approachable for patients seeking advice on their healthcare needs. Independent pharmacists are more likely to initiate conversations with patients than pharmacists in other retail settings and over-the-counter items and vitamins and supplements are often part of the dialogue — 42% of pharmacists surveyed indicated they made six to 10 OTC recommendations a day. 

 

“Although we’ve been working alongside independent pharmacies for 35 years, there’s still much to be learned. All of the studies and the direct input from pharmacists on the front lines have been extremely beneficial,” said David Wendland, VP Hamacher Resource Group, “We’re grateful to HDMA and the sponsors who fund these eye-opening studies and hope the insights that surface have a long-lasting, positive impact in the channel.” 

 

The new study commissioned by HDMA and conducted by Hamacher Resource Group — "Pharmacist and Patient Conversations at Independent Pharmacy" — delves into the dialogue between independent pharmacists and their customers and how those communications impact consumer purchasing decisions. The study is based on electronic and phone surveys of independent pharmacists conducted in 2014 and includes secondary research that supports these most recent findings. 

 

“At the time we undertook these research projects with Hamacher in 2008, it was clear from our members that there was a void in consumer research focusing on the opportunities to serve the independent pharmacy sector,” stated Perry Fri, HDMA EVP, industry relations, membership and education. “We are pleased that our partnership with Hamacher has helped to bridge that gap. This latest study, along with the others in the series, point to the strength of the manufacturer and distributor relationship to support the needs of their customers.” 

 

The report is the fifth in a series focusing on the opportunities for pharmaceutical distributors and manufacturers to support independent pharmacy.

 

In addition to HDMA, the study was made possible through the sponsorship of AmerisourceBergen; Cardinal Health; McKesson; Mutual Wholesale Drug Company; Novartis Consumer Health; Reckitt Benckiser; Upsher-Smith Laboratories; and Value Drug Company. 

 

Study findings will be presented by Wendland during a complimentary HDMA webinar on Feb. 10 from 1 p.m to 2 p.m.