Scot Maitland : So , how did you get started with a career in pharmacy marketing ?
Whitney Larkin : I graduated college in 2006 , with a marketing degree ( from East Tennessee State University ) and knew I wanted to get a job in sales . And initially wanted to be a pharmaceutical rep , but had trouble getting my foot in the door because I had very little sales experience . The owners of ProCompounding told me they wanted to expand their compounding business and create a new position . They offered me a temporary position so we could both see how it went and of course , I said YES ! I had no clue what a “ compounding Pharmacy ” was . I can remember sitting at my desk the week I was hired Googling “ compounding pharmacy .” I had no prior experience in healthcare or medicine , but I have been blessed to work for a store and for owners that have given me the tools I need to be successful at what I do .
SM : Do you feel that not having a background in health care makes you a better sales person or is it a hindrance ?
WL : I never answer clinical questions . It gives me the opportunity to have a reason to come back and visit the physician . If I don ’ t know the answer , it gives me time to research the topic and talk with my pharmacists for more information . It ’ s important as a marketer to remember that when you ’ re talking with physicians , you can ’ t answer all their questions . You have to be confident to admit that you can ’ t answer all of their questions , but that you can find out the answers and get back with them .
SM : What ’ s your typical day look like ?
WL : When I first started building our business , I would call on between 6-8 physicians a day . Now , most of my days are spent maintaining the current business we have . I visit about 3-5 new doctors a week . I try to make my office calls first thing in the morning , I have found that most of the time the physician will have more time with you in the morning as opposed to the afternoon because they aren ’ t running behind schedule and trying to fit all their patients in during this period . I try to plan at least one lunch a week and take my top writing prescribers out every quarter . I do a lot of follow up and checking in on customer satisfaction .
SM : Some marketers strive for planning on Monday , detailing physicians on Tuesday , Wednesday & Thursday and following up on paperwork on Friday . Do you have a system like that ?
WL : That ’ s funny because I like to think I have a schedule set , but when I get into the pharmacy , and I think I have a day to stay in and get caught up on paperwork , it never happens . Monday ’ s are my plan of action day getting all my ducks in a row . But then the phone can ring , and a physician has an opening for me to visit with them or there ’ s an opportunity for me to give a presentation or an inservice .
SM : Why should a pharmacist / pharmacy owner hire a marketer ?
WL : To educate physicians about compounding . They don ’ t learn about compounding in medical school , and there ’ s a lot we can do to help them and their patients with customized medications .
SM : What type of person should a pharmacy owner look for in hiring a marketer ?
WL : Someone that is very accountable- you have to be able to follow through with commitments you make to your customers . Someone that isn ’ t afraid to walk into an office blindly and not know what kind of questions they are going to be asked , and I say that because when I started , 90 % of my job was cold calling . It was driving around and seeing a dentist or vet and stopping in to try and get an appointment . Type A personality . Being in this position has taught me a lot of responsibility and how important following up with clients is . You have to be accessible all the time , not 24-7 , but you make your customers feel that you are . Look for a person who can build relationships and strengthen existing relationships .
SM : How do you get your team , pharmacists , and technicians , synced so that you ’ re on the same team ?
WL : You cannot promise a physician a compounded product without making sure that the pharmacy can fill that prescription . I ’ m in daily contact with our Senior Compounding Technician to ensure we ’ re all on the same page . But I also get valuable information from her regarding patient ’ s responses to the medications that I can then share with the physician . Communicating is crucial in this position . We have monthly compounding meetings where we get everyone together to go over numbers as well as talk about offices that I have visited so that , for example , if I visited Dr . Smith I want the staff to let me know that we have received scripts from him so I can be sure to thank him for the referrals .
SM : How did you learn about compounding and how do you keep up to date with all the information out there ?