Not just skin deep: the importance of refreshing your image

13th January 2016

We’ve all been told not to judge a book by its cover, and the idea that physical appearance should be ignored in favour of character is a great one. Unfortunately, when it comes to your pharmacy’s image, it’s not a sentiment that holds up all too well.

Looks are (almost) everything to your customer. They won’t see that state-of-the-art dispensary hidden behind the counter. What they care about is the front end, and what that tells them about your pharmacy.

It may seem superficial, but it’s the psychology behind your customers judgement that we’re interested in here.

Put yourself in their shoes for a moment.

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All of us have certain expectations of the places that take care of our health. Someone seeking medicine has an image of walking into a bright, clean and clinical space. They want to be able to find what they need quickly and easily. They want to be able to move freely and reach any products on shelves without squeezing past hordes of people.

What happens if, instead of all that, they’re met with a shop floor that’s old, tired, and uninviting? Think scuffed carpet, scratched countertops, and hard-to-read or out of date signage these are the cardinal sins of pharmacy shop floors.

Would you trust a dusty, outdated shop to take care of sensitive healthcare needs? It’s not likely, and you shouldn’t expect your customers to, either. Your shop floor needs to give patients the impression of modernity and competence, and it needs to do that in an instant.

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Studies show that we form our first impressions of people within milliseconds and the same is true when we’re forming first impressions of a shop. That means it’s really key to project the right image to customers as soon as they walk through the door.

Great customer service and short patient waiting times are something that all pharmacies can aspire to, but they’re no good if your patients are turning tail as soon as they set foot into your building.

Making the shop floor a pleasant place to be is one of the secrets of encouraging repeat customers, as well as attracting new ones. Could it be time for a redesign?