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18 PATY 2019 WINNER HOW DO WE RE-ENGAGE OUR COMMUNITY? By Brianne Lowe, 2019 Pharmacy Guild of Australia/Maxigesic Pharmacy Assistant of the Year. I t’s no secret that the small business community in Australia is reeling post COVID-19. Now that social distancing restrictions are beginning to be lifted, except in Victoria, and many businesses have been allowed to reopen, we’re starting to the see the profound impact the pandemic has had on the way customers choose to conduct their business, and how this will continue to affect foot traffic in retail pharmacy. We’ve seen businesses adapt their product offering and diversify their marketing strategies to suit the current climate. If you look closely enough, there’s a unique opportunity to support other locally owned and run businesses in your community. Cross-promotional activity is something that may be considered as an old-school tactic but word of mouth and endorsement from other community figures is still the best form of marketing. How to get restarted Don’t be afraid to think outside the box but remember to keep it relevant to your overall business objectives. Consider the following opportunities: • Weight loss. Engage a local gym or personal trainer to help offer your customers a total healthcare solution. This partnership would work two ways – their customers will be seeking supplements or weight-loss products, so, ideally, you would offer to refer customers to them and vice versa in the form of referral discount cards. • Seniors clubs. We all know that the white coat is a powerful tool, so, where you can, spare a pharmacist to engage with seniors’ organisations and outreach programs. Detailing services such as blood pressure checks, cholesterol screening, blood glucose testing or even starting a walking group is a cost- effective way to engage with seniors in your community and start RETAIL PHARMACY ASSISTANTS • AUG 2020