Activity: a father’s view

In the Australian press there were a number of articles discussing the location of pharmacies within supermarkets [as is the case in a number of other countries]. The pharmacists’ argument was that they provide a valuable service; whereas the supermarkets suggested that competition would improve availability and reduce the costs to the consumer [the supermarkets already supply a number of off the shelf medicines]. The pharmacists then suggested that they needed extra margins because of the service they provided; a service they add that could not be provided by the supermarkets [more details are available on the net].

Amanda is 10 years old and her mother is away on a book-club weekend with her girlfriends. Amanda and her father [David] have also been looking forward to this weekend. They want to do father-daughter stuff. Unfortunately, Amanda catches a bad cold and is not feeling well. David takes Amanda down to the local pharmacy to seek relief.

After entering the pharmacy they are greeted by a pleasant well groomed female assistant about 18 years of age.

David states, “My daughter, she is ten, has a bad cold and I am looking for something to give her relief, she has a runny nose and a sore throat and I want something that will not prevent her from getting a good night’s sleep”.

“Ok, I will have a look” says the assistant as she begins to read the labels on the cold medicines.

After several minute David tells the assistant “don’t bother, I will go elsewhere”.

The pharmacist who was working behind the dispensary recognises that David is leaving the shop and state “sorry she is new, I will be with you in a minute”

David replies “I am not angry at her [the assistant] I am angry at you. I came here instead of the supermarket because I wanted advice, I was prepared to pay a higher price, in exchange for that advice, but you want the higher price without providing the advice”.

The pharmacist replies “ I told you I will be with you in a minute”.

“Sorry, but I gave you your chance” states David.

As they walk out of the pharmacy Amanda says “Dad, why didn’t you go to the pharmacy that Mum always goes to?”

As they walk into the next pharmacy the assistant, in her late thirties, greets Amanda “hello Amanda, how are you?”

“I have a cold, a runny nose and a sore throat and I have to look after my dad, because my mum is away at book-club” replies Amanda.

“That is no good at all, why don’t we give you this for your sore throat and this for your runny nose and I am sure you will feel much better”.

A relieved David and Amanda leave the shop. Amanda explains “Dad, that lady is Julia’s mum, Julia is in my class at school”.

David may have encountered the first pharmacy on a bad day; however, the damage was done and the service experience will be a deciding factor for many years to come.

Why is it that people will drive past one shop to go to another?

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Given that this medicine is freely available what was the core product: the medicine or the advice?

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Is the first pharmacy impacting on the viability of other pharmacies?

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