I was having a meaningful dialog with a patient few days ago. He was relating to me how inconsiderate, cold and obnoxiously rude the pharmacist was at his local pharmacy. He went on to describe that the pharmacist had specific instructions on what sort of behavior was acceptable if the patient chose to wait. Behaviors such as no talking, no interrupting, no asking questions must be followed if the patient is to get their prescription filled that day. My mind flirted with Seinfeld’s “Soup Nazi” episode the more I listened to his tale. Needless to say, he was a bit apprehensive when he presented his prescriptions to me to be filled.

Once I gathered his basic information and registered him in the computer system, I went into my “clinician” mode – gathering allergies and health conditions, any OTC medications he was on, and finally an email address if he wanted online coupons and newsletters to help him manage his health. I took a look at his medications, and knew right away that I was out of one of his drugs. Realizing that he was far from home, I offered to call his local pharmacy to see if they have this particular medication in stock, and if so, to begin working on it while he waited on his other prescriptions to be filled at my pharmacy. He agreed to this after some hesitation as he was afraid of the treatment he would receive when he showed up to collect his medication. I assured him that it would be “ok” and made the call.

Ten minutes later, his prescriptions were ready. I paged him, at his request, to the pharmacy to pick up his medications and proceeded to counsel him after he gave permission to do so. When I was finished, he wanted to check out in the pharmacy department. One of his items was a case of water. After tendering his sale, I retrieved a buggy from the front of the store, loaded his water and the rest of his purchases into it, and sent him on his way. He was so impressed with the service he received, he thanked me profusely as he walked away mumbling about the remarkable difference between the two pharmacists he had the good fortune to experience.

While I did nothing special or out of the ordinary in the realm of customer service, the way the patient was treated made all the difference in the world TO HIM. Which way do you think will keep a customer/patient for life or, in contrast, lose him for life? By taking the time to talk to and engage the patient, the pharmacist establishes a connection to the patient that causes the pharmacist-patient bond to begin forming. A bond that, over time, builds into patient loyalty. By removing the buffer (even a psychological one) between the patient and pharmacist, a relationship had the air to breathe and grow. This simple, yet effective strategy is key to building a strong, deep and long-lasting clientele.

It is my hope, that pharmacists and patients alike, take a few steps back and evaluate their actions before committing to relationship homicide. Our mutual futures depend on it.

Until next time, be well.