What is it with pharmacies? They all want your business but have no idea of how to keep it. They advertise profusely, offer reward programs, gift card incentives, special health programs; yet it does not seem any of them can meet the demand and/or fill the need. Wait times are long, drop off lines are long and consistent, pleasant customer service seems impossible. They are investing tremendous amounts of money and time on the front end of the programs, but not providing education or resources for the back end of the programs.

With my last Target statement was an insert about a Drug Rewards Program.  The premise of this plan was that you had to have 10 prescriptions before you received a “prize”.  I believe the prize was a 10% off coupon; which in comparison to the Gift Cards did not seem like much. But all my prescriptions would be conveniently in one place. I took my first prescription in to drop off and tell the pharmacy tech assistant guy that I want to enroll in “the” prescription rewards program and although he is smiling and pleasant, looks at me like I am speaking Greek. (That was my first warning.) Then he yells back to the Pharmacist who responds with “Oh yeah, I think they did start a new program.” Then he walks aimlessly around trying to find an application. (My second and third warning.) Well that was just the beginning. I am on my eighth prescription now and every single one of them has been an ordeal.  So, I am on the lookout again for the “Gift Card” incentives.

Once again, another great example of a Marketing Program with so much emphasis on the front end driving consumers to the store, that no one considers the back end. There does not seem to be communication between the corporate office and the individual locations. It is like doing something half a@* or not completing your golf swing. Don’t you think the pharmacy tech assistant guy should be offering this program to everyone who comes to the counter!? Don’t you think all the employees should be properly informed about the program and how it works?!  If the pharmacy tech assistant guy realized that his employment and compensation could directly be affected by this program, don’t you think he would be more valued and offer more value; all the way around?!

Don’t forget to include all employees in your business; educate them, hold them accountable and reward them.