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?