EXERCISE 3

Community
Pharmacy Profile

DEFINITION

Traditional Market these are

the drug outlets such as drugstores,
hospital pharmacy, industrial clinics,
private medical clinics or dispensing
physicians clinics.

DEFINITION
n

Drugstore It is a place or
establishments where drugs, chemical
products, active principles of drugs,
pharmaceuticals, proprietary medicine
or pharmaceutical specialties, devices
and poisons are sold at retail and where
medical, dental, and veterinary
prescription are compounded and
dispensed.

DEFINITION
n

Personnel this refers to human

resources or people working in the
community drugstores.

DEFINITION
n

Store hours this refers the

number of hours rendered by the
drugstores

DEFINITION
n

Non-traditional market
these are drug outlets such as
groceries, supermarkets, trading stores
and sari-sari stores.

DEFINITION
n

Store Front layouts this

refers what type of layouts applied by
the drugstore owners.

DEFINITION
n

Drugstore chain operation

the type of operation applied by the
drugstore owners, whether franchised
or own store, own building or rented,
within Metro Manila, with satellite, and
others.

DEFINITION
n

Merchandise and services

type of pharmaceutical products,
cosmetics, toiletries, medical supplies,
grocery items, and other services
offered by the drugstores.

Ways Developing CA
n

Customer services services

that can be offered after selling the
product.

Ways of Developing CA
n

Product line assortment a

wide assortment of pharmaceuticals to
health foods, toiletries, personal care,
and non-related pharmaceutical items.

Ways of Developing CA
n

Leader pricing strategy

meaning reduced prices or even at cost
for the most established/popular or
commonly bought OTC/proprietary
items.

Ways Developing CA
n

Innovation of operation being first to introduce 24 hours service,

one stop - shop concept, drive - thru
counter, and others.

Ways of Developing CA
n

Equipment/Facilities
computerized cash registers, CD player
and pipe in music, air conditioner, in big
chain store outlets.

LOCATION

n
n
n

Double
click to
Early 2000
add text
Situated in small
densely populated
urban and rural centers
Street corners
Residential areas
Near wet and dry
markets
Near churches, schools
and vicinity of villages

Early 2010
n

n
n

Situated in densely
populated Urban
centers
Inside large and
modern shopping malls
Within the vicinity of
modern commercial
districts in big cities,
municipalities and
towns
In major thoroughfares

SIGNBOARDS
Early 2000
n

Made of wood and

hand painted with a
caduceus or mortar
and pestle
Some signboards
bears the product of
donors: COKE,
PEPSI, ETC.

Early 2010
n

Costly acrylic plastic

and steel bars with
fluorescent lamps
Strictly modern
attractive
signboards done by
professionals

STORE FRONT AND INTERIORS

Early 2000
n

n
n

Made of wood and

white, including the
wooden portions of
cabinets, glass and Rx
counters
Light bulbs in the
ceilings
Wooden doors
Small, cozy interiors

Early 2010
n

n
n
n

Concrete aesthetic
design and layouts
Modern fixtures and
lighting paraphernalia
Self-service areas
Steel doors
Wide, spacious interiors

EQUIPMENT AND FACILITIES

Early 2010

Early 2000
n
n

Desk fans
Abacus and manual
calculating
machines
Radio and
phonograph

Ceiling and revolving

fans
Air-conditioner, in big
chainstore outlets
Computerized cash
register
CD player and pipe-in
music

SCOPE & EXTENT OF SERVICES

Early 2000
n
n
n

Purely retailing
Purely cash basis
Daytime operations
only
Limited to walk-in
customers

Early 2010
n

Retailing and
wholesaling
Cash and credit
terms
Day and night
operations
24-hours service in
some drugstores

INVENTORY MANAGEMENT AND

CONTROL
Early 2000
n

Manual through
stock cards and
notebooks done by
owners-pharmacist
Reorders weekly

Early 2010
n

Computerized done
by stock analyst or
supply/purchasing
officers

TRANSPORTATION
Early 2000
n

Dependent on taxi
/jeepneys for pickup of sales orders
from large
wholesalers

Early 2010
n

Cars and delivery

vans
Land/sea/airforwarders for
stocks
replenishments and
deliveries

STAFFING PATTERN &

ORGANIZATIONAL SET-UP
Early 2000
n

2-3 personnel
including the
pharmacist/owner,
the latter acting as:
cashier, purchaser,
stock analyst and
manager

Early 2010
5-60 personnel
depending on the size
of the drugstore,
chainstore or
wholesaler
Complete sales &
marketing, finance and
administration
departments especially
in major outlets

STORAGE FACILITIES
Early 2000
n

Stockroom inside
houses
Manualized

Early 2010
n
n
n
n
n

Bodega/warehouse
Satellite depots
Automated
Rent/lease/own
Single or multi-story
building

COMMUNICATION
Early 2000
n

n
n

Telephone and
postal system
Typewriters
Craft/ manila paper
and pentel pens for
presentations

Early 2010
n

n
n

Telephone, cellular
phones, pagers with
value-added
features
Fax machines and
internet, E-mails
Acetates, slides
Computer linkages

CAPITALIZATION
Early 2000
n

P 500,000 or less
capitalization for
fixtures, equipment,
manpower and initial
stocking
requirements on
COD basis
Sole proprietorship

Early 2010
At least P 3 M or more
capitalization for
fixtures, manpower and
complete line of
Pharmaceuticals,
related and non related
goods
Sole proprietorship,
partnership or
corporation

PHARMACISTS
Early 2000
n

n
n
n
n
n

Behind the Rx counter

compounding and
dispensing
Monthly attends to the
prescription book for records
and control purposes
Introvert
Rarely travels
Self reading for professional
enhancement
Very casual
Very religious and God
fearing

Early 2010
n

n
n
n
n
n

n
n

Now as manager,
entrepreneur, marketer,
leader, specialist, liaison
officer
Computer literate
Multifaceted
Extrovert
Frequent traveler
Frequently attend seminars,
conventions, symposia, &
others
Wears uniforms, business
attire
Very religious and God
fearing

COMPETITIVE ADVANTAGE
1. Being first to introduce a 24-Hour Service
operation
2. One stop Shop Store Concept
3. Drive-Thru Counter
4. To offer Franchise Spaces For Small
Enterprise
5. To establish Computer Linkages
6. Faxing Of Sales Orders
7. To Offer Free Home Deliveries
8. To establish Mobile Community Pharmacy

COMPETITIVE ADVANTAGE
9. To offer Free Medical-Dental-Optometric
Consultations
10. To offer Free Diagnostic Test
11. To implement Medical-Pharmacy Outreach
Missions
12. To establish Marketing Department
13. To establish Clinical Pharmacy or Customer
Pharmacy Service Counter
14. To Establish Newsletter For Valued
Clientele
15. To initiate Cooperative Among Drugstores

COMPETITIVE ADVANTAGE
16. To implement Cooperative Advertising and
promotion
17. To conduct Sale Campaign
18. Advertisement In Trimedia
19. Penetrate Industrial Offices and Private
Clinics
20. To tie-up Health Maintenance Organizations
21. To conduct periodic Retail Price Monitoring
and Promo Activities Monitoring

COMPETITIVE ADVANTAGE
22. To install Computerized Cash Register
23. Computerized Operations
24. E-mail and Internet
25. Expand Target Market
26. Government Biddings
27. Community Pharmacy Inside or Adjacent
Hospital OPDs
28. Products Out of Research
29. To locate Community Pharmacy Inside Big
Supermarkets and Shopping Malls

COMPETITIVE ADVANTAGE
30. Community Pharmacy Inside Wet and Dry
Market
31. To win Franchising Of Hospital Pharmacy
32. Represent Community Pharmacy In Congress
and Senate
33. To install Medical-Dental Clinic
34. To have Tie-up With Resident Physician In
Hospital OPDs
35. Modernize Store Front, Interior Warehouse
and Layout

COMPETITIVE ADVANTAGE
36. Mail orders
37. Penetrate The Remote Areas
38. Peddlers and Traders
39. Tie-ups with Health Centers and lying-in Clinics
40. Trade Shows and Exhibits
41. Export Merchandise
42. House Branding
43. Repack Galenicals, Sebo De Macho
44. Alliance with Multinational Drug Companies

COMPETITIVE ADVANTAGE
45. Consolidate Resources or go into Mergers
46. Customer Intimacy or After-Sales-Service
47. Branch-Out in the Asian Countries
48. Liaison With City/Municipal Mayors and
Governors, and Congressmen
49. Liaison with the National Disaster Coordinating
Council, Red Cross, Department of Social
Welfare
50. Outdoor Signs and Billboards in Major
Thorough Fares and Highways

COMPETITIVE ADVANTAGE
51. Discount Coupons In Leading Newspapers
and magazines
52. Rentals and allowances For Displays and
Merchandising
53. To train Selected Personnel Hands-On
Applications of Windows (Microsoft Word,
Excel and Powerpoint)
54. OTC/PROPRIETARY products, Toiletries and
personal Care in Hotels, Vacation resorts,
Clubhouses, Townhouses and Condominiums
55. Tie-ups or alliances With Insurance
Companies