2016 Multiple Locations Pharmacy Conference

Date: Saturday, February 13, 2016 Time: 8:00 am – 10:30 am Location: Hyatt Regency Coconut Point Resort & Spa, Fort Myers, Florida Title: The Wellness Destination: A New Focus for the Pharmacy Front End

ACPE # 0207-0000-16-023-L04-P⋅ 0.25 CEUs ACPE # 0207-0000-16-023-L04-T⋅ 0.25 CEUs Activity Type: Application-based Speaker: Gabe Trahan, Senior Director of Store Operations and Marketing, NCPA Steve Fettman, RPh, Davies Pharmacy, Inc. Annette Duncan, RPh, PharmD, Wynn’s Pharmacy Dawn Butterfield, RPh, West Cocoa Pharmacy and Compounding Wayne Glowac, Chief Marketing Officer, Kramer Printing Pharmacist Learning Objectives:

1. Discuss front-end niche viability and tailoring your product mix to attract new customers and increase opportunity with current customers. .

2. Review components needed for a successful niche launch, product, training, staffing. 3. Evaluate the key components of branding and how to utilize current patient outreach and supplement

with new methods to crate brand awareness for your front-end health and wellness niches. Disclosures: Gabe Trahan declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Steve Fettman declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Annette Duncan declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Dawn Butterfield declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Wayne Glowac is the Chief Marketing Officer with Kramer Printing. The conflict of interest was resolved by peer review of the slide content.

NCPA’s education staff declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

NCPA is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. This program is accredited by NCPA for 0.25 CEUs (2.5 contact hours) of continuing education credit.

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The Wellness Destination:A New Focus for the Pharmacy Front End

Myth Buster:No body has any money in 

this town.

Myth Buster:Too busy on the bench, no 

time for this.

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Myth Buster:No room to try something 

like that. 

Myth Buster:Customers buy all that stuff on the internet.

Myth Buster:People in this town don’t go for that type of product.

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DisclosuresGabe Trahan declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Steve Fettman declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Annette Duncan declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Dawn Butterfield declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria.

Wayne Glowac is the Chief Marketing Officer with Kramer Printing. The conflict of interest was resolved by peer review of the slide content.

Front End Niche Marketing:

Aromatherapy and Essential Oils

Annette Duncan, PharmDWynn’s Pharmacy

Griffin, Georgia

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Why Sell Essential Oils?Month 2013 2014 2015January $5,942.81 $5,457.36 $8,924.23February $5,554.93 $6,609.19 $10,783.21March $7,358.47 $6,396.65 $11,094.40April $6,537.85 $6,374.44 $10,759.86May $5,972.91 $6,238.61 $9,510.36June $5,421.17 $5,423.72 $8,198.47July $6,346.78 $7,146.62 $8,999.14August $6,675.26 $8,040.84 $9,181.20September $5,599.87 $7,581.56 $8,557.20October $6,539.38 $8,706.94 $9,091.21November $6,058.32 $6,958.22 $9,060.85December $6,951.17 $11,306.23 $10,308.83Total $74,958.92 $86,240.38 $114,468.96

January – June

2013: $36,788.142014: $36,499.972015: $59,270.53

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Regulation (or lack of…)

Essential oils are not regulated by the FDA.We cannot make health claims about EO.EO have not been proven for prevention or treatment

of any illness.Any advice shared today has not been evaluated by

the FDA. These products are not intended to prevent, treat, or cure any illness. The use of essential oils is not intended to replace the advice of your doctor.

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Quality Suppliers

MS/GC reports available for each batchAromatherapist on staffTest for purity – drop on blotting paper, EO should

dissolve and not leave oily patch (exception –Vetiver EO leaves oily patch)

EO harvested from correct geographic regionsEO harvested from correct part of plant

Quality Suppliers• Retail cost for 15ml bottle of EO ranges from $15 to

$200+• Why so expensive?

• Takes 60,000 rose blossoms to produce one ounce of rose oil

• Sandalwood tree must be 30 years old and 30 feet tall to be “mature” and ready to harvest for EO distillation.

• Takes 220 pounds of lavender plant to produce 7 pounds of oil

It’s not magic. It’s SCIENCE.

Essential oils have 100 or more components

Terpenes, alcohols, esters, aldehydes, ketones, phenols

Most prevalent components may/may not cause the therapeutic action

Sometimes trace components are responsible for the therapeutic action

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ChemistryLavender (Lavendula angustifolia) Bulgaria; Source: flowering topsLinalyl acetate (ester) 30 – 42% 28.18%

Linalool (monoterpenol) 22 – 34% 30.06%

(Z)-b-Ocimene (monoterpene) 3 – 9% 5.65%

Lavandulyl acetate (ester) 2 – 5% 3.54%

Terpinen-4-ol (monoterpenol) 2 – 5% 5.16%

b-Caryophyllene (sesquiterpene) 4.1% 4.03%

(E)-b-Farnesene (sesquiterpene) 2.4% 2.44%

(E)-b-Ocimene (monoterpene) 2 – 5% 2.68%

3-Octanyl acetate (ester) 1.1% 1.15%

(recommended)Source: Tisserand, R., Young, R., (2014). Essential Oil Safety (2nd ed). New York: Churchill Livingstone.

(actual)Source: aromatics.comBatch LAB-103

Initial Cost

3 - 6 bottles of each EO (1 for tester, others to sell) *start with about 15 EO ~$600 - $700

1 case of diffusers (8 count or 16 count) $200 - $400Carrier oils <$100Inhalers, roller bottles, empty jars <$100

Total upfront cost: approx $1000Potential Retail sales: approx $2000

Education

• A pharmacist and a technician trained via “Pharmacy Specific” aromatherapy seminar • Books

• Essential Oil Safety 2nd ed by Robert Tisserand

• The Dynamics of Blending by Jade Shutes

• Aromatherapy for Health Professionals (ed. Price & Price)

• The Healing Intelligence of Essential Oils by Kurt Schnaubelt

• Online training (not pharmacy specific)• www.theida.com

• www.aromahead.com

•Trial and error

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Marketing

• Facebook• Classes (at the pharmacy and off site…senior groups, church groups, employee lunch & learns)• Buy 3, Get 1 Free•Drawings (advertise on FB)• Run oils in a diffuser EVERY DAY

• Lemongrass is our favorite

•In order to sell them, YOU must believe in them• Try at home on yourself and family first

Lavender – Lavandula angustifolia

• Actions: anti-inflammatory, anti-spasmodic, sedative, calming to the nerves, balancing

• Applications: restlessness, insomnia, headaches, migraines, burns, scrapes, acne, anxiety

• Muscle Pain Recipe:• 2 drops lavender• 2 drops rosemary Gently massage into• 4 tsp carrier oil sore muscles.

Peppermint – Mentha x piperita

• Actions: analgesic, anti-emetic, antispasmodic, carminative, expectorant, stomachic

• Applications: nausea, excess gas, IBS, Raynaud’s syndrome, bronchitis, common cold, sinusitis

• Inhaler Blend for Memory/Concentration:• 2 drops peppermint• 3 drops lemon

• Peppermint not recommended in bath

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Tea Tree – Melaleuca alternifolia

• Actions: antibacterial, antifungal, antimicrobial, antiviral, expectorant, immuno-stimulant

• Applications: acne, nail fungus, cold sores, cuts, herpes simplex, infected wounds, athlete’s foot, ringworm, colds, flu, bronchitis, ear infections

• Sinus Congestion Recipe:• 2 drops eucalyptus• 2 drops peppermint• 2 drops tea tree

Lemon – Citrus limon

• Actions: antiseptic, astringent, detoxifier, diuretic, immune enhancer, stomachic

• Applications: poor digestion, poor circulation, lymphatic congestion, cellulite, anxiety, depression

• Fatigue Recipe:• 10 drops lemon (in spray, salt inhalant, • 5 drops clary sage or foot massage oil)• 15 drops lavender

Favorite Recipes

Bruise gel12 gtts Frankincense2 oz Aloe Gel

Cold/CongestionEucalyptusPeppermintLemonTea Tree1 ounce carrier oil

Foaming Hand Soap

12-15 gtts Lemon, Lavender, Orange, Peppermint (total drops…you pick how to divide them up)½ oz water½ oz castile soap

Hand Sanitizer8 gtts Peppermint5 gtts Lavender5 gtts Lemon2 oz Aloe Gel

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Resources• Tisserand, R., Young, R., (2014). Essential Oil Safety (2nd ed). New York: Churchill Livingstone.• Price, S., Price, S., (2012). Aromatherapy for Health Professionals (4th ed). New York: Churchill Livingstone.• www.aromatics.com• Worwood, V., (1991). The Complete Book of Essential Oils & Aromatherapy. Novato: New World Library.• Keville, K., Green, M., (2009). Aromatherapy: A Complete Guide to the Healing Art (2nd ed). New York: Crossing Press.• Schiller, C., Schiller, D., (1994). 500 Formulas for Aromatherapy. New York: Sterling Publishing.•Tisserand, R., (1977). The Art of Aromatherapy. Rochester: Healing Arts Press.

20,000 Estimated median household income in 2013: $31,113 1,200 sq ft

1hour from Orlando

Dawn Butterfield

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Organic

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Davies Pharmacy

Steve Fettman RPh.

10 pharmacies within 3 miles.

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Photo of new exterior goes here. 

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Will play video on site (internet needed)

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Post Mastectomy ServicesDiabetic Shoes

Mobility AidsBathroom Safety

Wound CareCompression Stockings

Ostomy SuppliesFree delivery

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BRACES

1st AidWound

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Marketing

What other stores do.   

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All day comfort for people who need it!

~ Feel Even Better~

Ask us for help in finding your size!

Compression Garments –Boualay Crow, Home Care Specialist

Meyer Pharmacy

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HOW NOT TO SELL 

STOCKINGS

Intro slide to Wayne

Success In Wellness

Consumer Trends

Your Vision & Mission

Marketing

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Success In Wellness

Consumer Trends

Vision & Mission

Marketing

Skate to Where it’s Going

Consumer Trends

Source: accenture.com  

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“Health Creep”

“Well-thy”

The Quest

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Success In Wellness

Consumer Trends

Vision & Mission

Marketing

Vision

Vision Statement: (Desired End-State)A one-sentence statement describing the clear and inspirational long-term desired purpose for you being in business and operating a pharmacy.

Foundation for Success

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Mission Statement (What You Do & How You Do It):A one-sentence statement describing how an organization will reach their vision. This will help guide decisions about priorities, actions, and responsibilities.

Foundation for Success

Direct MailTraditional Print & Broadcast Facebook AdvertisingCollateral DisplaysEventsWebsite, Blogging, eMail

Advertising Ideas

Brand Management

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Success In Wellness

Consumer Trends

Vision & Mission

Marketing

Marketing for Success

1)  Consumer 

Partnerships

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Partnerships

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Now Your Questions????????!