HSN Group nominated 6 test pharmacy sites across Australia to take part The Next Level benchmarking & implementation program. On average, The Next Level’s first audit found that:

  • 33% of script customers stayed in store
  • Script customers were engaged by dispensary staff for 2m 5s
  • Script customers received 33s of proactive health & medicines counsel
  • 44% of script customers received proactive medicines counsel
  • OTC customers were engaged by dispensary staff for 1m 37s
  • Each 100 script customers purchased 22 non-script health category products
  • Each 100 OTC customers purchased 110 non-script health category products
  • Pharmacists spent 39% of time forward of the script processing function of the dispensary
  • $17.98 was spent on non-script health category sales per script customer transaction
  • NB all values are averages across 6 sites

HSN and The Next Level implemented the opportunities identified in the baseline scores via The Next Level implementation principles:

  • Structural solutions, including setting a clear vision of their desired service model
  • Strategic solutions, including cultural change of the team and re-education of customer regarding the new service model
  • Upskilling staff to host total engagement: complete solution conversations more often

The Next Level re-audited each HSN test pharmacy site 12 months later, and saw:

  • A 30% improvement in customers staying in the store (to 43%)
  • A 21% improvement in script customer engagement duration (to 2m 31s)
  • A 7% improvement in proactive health & medicines counsel duration per script customer (to 35s)
  • A 23% improvement in the proportion of script customers receiving proactive medicines counsel (to 54%)
  • A 15% improvement in OTC customer engagement duration (to 1m 51s)
  • A 42% improvement in non-script health category products purchased per script customer (to 32)
  • A 23% improvement in non-script health category products purchased per OTC customer (to 135)
  • A 34% improvement in Pharmacist forward orientation (to 52%)
  • A 6% improvement in non-script health category sales per script customer transaction (to $19.10), which, as this data is subject to 12 months’ data/lag effect, is indicative of the start of an increase in sales.

At a group level, the link between targeted behavioural and cultural change and financial outcomes cannot be disputed. HSN Group has embedded the total engagement – complete solution model, and its member stores are reaping the benefits.