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While the topic dujour during the recent National Association of Chain Drug Stores Pharmacy & Technology Conference was focused on Medicare Part D, several speakers did offer a glimpse of the future trends in health care and the role that, retail pharmacy likely will play.

It's a role all too familiar to chain executives that has been heightened with the changes in Medicare, as well as other issues, including the recall of Vioxx, the push to move cough-cold medications from OTC to behind the pharmacy counter and the debate over the morning-after pill.

Keynote speaker and healthy lifestyle guru Dr. Dean Ornish, author of several books, including "Program for Reducing Heart Disease and Eat More, Weigh Less," summed it up when he said that the chain drug industry has the "opportunity to educate." He said that pharmacists can "counsel patients, giving them information that they are not getting from their doctors."

The education of customers must be embraced not only by the retail pharmacy chains, but also by pharmaceutical and OTC suppliers and industry associations.

The fundamental attitude and commitment of the retail pharmacy industry must shift more rapidly and more aggressively to a mindset truly dedicated and focused on customer education and communication, especially as more baby boomers age and as health care reform likely becomes a more prominent issue in the 2008 presidential elections.

While many suppliers do in fact provide some educational materials, particularly on new drugs, it's typically not enough and not readily available to customers. Suppliers and retailers need to work more closely to become even more proactive to identify initiatives for customers and patients.

In other channels of the retail industry, such as electronics, home, crafts and pet supplies, retailers have developed extensive training and educational opportunities that are both complimentary and fee-based.

Today's customers increasingly view retailers and suppliers as information resources, and the companies that provide guidance and satisfy customer expectations will continue to grow and enhance customer loyalty.

There's no doubt that chain drug retailers are doing ever more to educate their customers. As the demand for information and assistance continues to increase, retailers need to view education as an opportunity and investment, not as an additional expense.

Consider the following:

* Retail clinics. The expansion of in-store clinics and added health care services dramatically increases the need and opportunity for consultation. Retailers, therefore, must be prepared for this demand as they add clinics to stores.

* Specialty pharmacy. As more chains expand into this area of medication, the need for education also increases.

* New drugs. As more new branded and generic drugs are introduced, retailers and suppliers must consider greater efforts to explain benefits and implications to customers.

* In-store kiosks. As retailers embrace new technology, such as a kiosk for dispensing medication, retailers also should consider an information kiosk or Internet connection at the point of purchase for quick reference. If a customer can get menu suggestions at the deli counter, then why not, for ex ample, pro-vide them with diet suggestions at the pharmacy tailored to a specific prescription.

* Personal appointments. Oftentimes the challenge facing pharmacists is the time they have to actually talk to patients. So maybe retailers should consider adding an option to the automated pharmacy order system asking customers if they would like to schedule an appointment with the pharmacist.

* Seminars. Like other retail segments, the how-to aspect is becoming increasingly important to retail pharmacy. For example, next month Wal-Mart is conducting a major in-store event on women's health.

* Health fairs. Retailers should evaluate greater participation in sponsorship in local health fairs, such as the Family Caregiver Expo Drug Store News held in May. It's this type of visibility and community involvement that customers also are demanding.

Retail pharmacy must take a leadership role in educating and counseling customers, as it is becoming a key strategy for success. The new value proposition is here: price, convenience and education.

It reminds me of the well-known slogan of a venerable value-driven apparel chain, Syms, that proclaims: "An Educated Consumer is Our Best Customer."

BY TONY LISANTI EDITOR/ ASSOCIATE PUBLISHER

COPYRIGHT 2005 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
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