In the ever-expanding world of supplements, it can be challenging for customers to navigate the array of options available at their local pharmacy. At Pure Encapsulations^®, we understand that quality matters. That’s how we’ve established ourselves as a professional brand leader in the independent pharmacy market. Our premium, research-backed supplements help differentiate independent pharmacies from chain competitors. This blog will explore the quality attributes of Pure Encapsulations that have helped independent pharmacies stand out from their competition.

FROM YOUR CUSTOMER'S POINT OF VIEW

Independent pharmacies play a crucial role in providing personalized care and attention to their local communities. One of the key aspects that can shape a customer's perception of these businesses is the choice of vitamins and supplements they stock.

FAILING TO DIFFERENTIATE FROM COMPETITORS

By offering the same supplements as larger chain pharmacies, independent pharmacies are likely to blend in with their competitors, failing to differentiate themselves in the eyes of potential customers. In addition, customers may not see the value in choosing an independent pharmacy if they can find the same products at a nearby chain pharmacy, which may also offer additional services or loyalty programs.

OVERLOOKING NICHE MARKETS AND OPPORTUNITIES

The vitamin and supplement market is vast and diverse. Stocking a limited range of products can prevent pharmacies from catering to niche markets, such as customers with specific health concerns, dietary requirements or preferences for premium-quality products. By overlooking these opportunities, pharmacies may miss out on attracting loyal customers seeking the specialized products and personalized care that larger chains may not provide.

REINFORCING EXPERTISE

Independent pharmacies that provide high quality supplements may be perceived as knowledgeable and up-to-date on the latest research and trends in the industry. This can reinforce the pharmacy's role as a trusted advisor and expert in their community, encouraging customers to seek advice and recommendations.

To ensure long-term success, pharmacies should meet the growing wellness demand by including specialized, high-quality options in their supplement offerings. It allows them to leverage their expertise and personalized service to create a unique and appealing shopping experience for their customers.

THE PURE DIFFERENCE: HIGH QUALITY, HIGH VALUE

Pure Encapsulations has become a high-quality supplement partner of choice for independent pharmacies. Here are a few reasons why:

UNWAVERING COMMITMENT TO QUALITY ASSURANCE

At Pure Encapsulations, we take high standards seriously, which is why we’re the most recommended professional supplement brand, ranked highest in quality and trust.¹ We source only high-quality raw materials and adhere to strict manufacturing standards to ensure the purity and potency of our products. In addition, each supplement undergoes rigorous testing to guarantee that they meet our exceptionally high standards. This commitment to quality assurance means pharmacists and their customers can trust that they are getting a reliable and effective product.

FREE FROM MANUFACTURING EXPERTISE

The retail pharmacy market can be saturated with products containing artificial additives and common allergens. What makes us different isn’t just our process or what goes into our supplements—what we leave out matters, too. We meticulously manufacture our products to be free from gluten, soy, dairy and many common allergens. Additionally, we refrain from using artificial colors, sweeteners and unnecessary preservatives, providing sensitive customers with a clear choice they can trust. Click here to see FREE FROM on display as we compare our O.N.E.™ Multivitamin formula and the leading brand.

COLLABORATION WITH HEALTHCARE PRACTITIONERS AND RESEARCHERS

We pride ourselves on creating professional-grade formulations backed by verifiable science. One of the critical ways we leverage clinical research is by collaborating with healthcare practitioners and researchers. These collaborations allow us to stay informed about the latest scientific findings and incorporate that knowledge into our product formulations. This way, we ensure that our supplements are grounded in the latest research and offer the most effective support for pharmacy customers. Click here to review our growing body of published research that helps further the science behind our nutritional supplements.

SHARED SUSTAINABLE VALUES

In today's market, many customers actively seek products and businesses that prioritize sustainability and minimize environmental impact. At Pure Encapsulations, our commitment to sustainability began with a pure purpose - to improve the wellness of others. Today, this heartfelt commitment extends to the planet as we strive to be fully recyclable by 2025 and reach zero net greenhouse emissions by 2050.

Pure Encapsulations provides a sustainably conscious brand option for customers eager to support businesses that share their concerns for the planet. For more information on our sustainability efforts, click here.

READY TO GET STARTED?

At Pure Encapsulations, we distinguish ourselves in the independent pharmacy market by prioritizing quality, FREE FROM manufacturing, clinical research and sustainability. These factors differentiate us from standard low-cost options and our brand helps turn independent pharmacies into a destination for health-conscious consumers seeking effective and reliable supplements. By choosing Pure Encapsulations, pharmacists can be confident they are investing in high quality, value, and a genuine commitment to becoming a destination for wellness in their community.

FOR FURTHER INFORMATION

Click here to view our pharmacy support page. You must be logged in to view our library of marketing resources. If you don’t have a Pure account, you can get started here.

ASK THE PHARMACIST

Doctor detailing is critical in building and maintaining a successful pharmacy business. What do you think sets Pure Encapsulations apart from other brands (cont'd.)?

As a FREE FROM brand, what’s NOT in their supplements is important. Pure Encapsulations takes the time and effort to make sure many common allergens, unnecessary fillers, binders and preservatives are excluded from their products. This further differentiates their brand from most other supplement companies.

Ben Holter, PharmD, RPh, MBA+
Shrivers Pharmacy and Wellness

+Ben Holter is a retained consultant to Pure Encapsulations.

1. Among brands surveyed, Nutrition Business Journal^® 2016, 2020; Kaiser Associates 2014.

†Visit PureEncapsulationsPro.com for more information on our GMO policy.

*Except where labeled.

For nearly ten years, I was privileged to lead a team of sales and marketing reps at an independent pharmacy. We had a thriving business with more than ten pharmacists on staff at the time. One key to our success was leveraging professional brand supplements to differentiate our pharmacy from others in the area. Having that expertise labeled us as a wellness destination and enhanced our profitability while teaching our team a few lessons:

• Doctor detailing must be an essential component of a pharmacy’s professional supplement brand marketing strategy.


• Having an experienced professional brand willing to partner with you in this marketing strategy is critical.

In this blog, I’ll explain why doctor detailing is essential but challenging when marketing a professional brand. Then, I’ll introduce two exciting, ready-to-use assets that Pure Encapsulations^® has created to combat those marketing challenges.

WHAT IS DOCTOR DETAILING AND WHY IS IT IMPORTANT?

For those unfamiliar with the term, doctor detailing is a marketing strategy used by independent pharmacies to promote their business to healthcare providers. When prescribers are more aware of an independent pharmacy’s offerings, they may be more likely to refer patient prescriptions to that pharmacy. Increasing patient referrals is the primary goal of most independent pharmacies since nearly 94% of sales are derived from prescriptions (NCPA Digest 2022).

It doesn’t end there. Business headwinds within the pharmacy industry have created an opportunity for pharmacies to offer and promote a wide range of products and services beyond prescriptions. A successful nonprescription marketing strategy can increase revenue, boost brand awareness and enhance your pharmacy's reputation as a trusted healthcare provider.

DOCTOR DETAILING PAIN POINTS THAT CAN AFFECT PROFESSIONAL BRAND MARKETING

While a robust doctor detailing strategy can effectively market professional brand supplements, it can also challenge pharmacists. You’ll need an experienced professional brand partner to navigate these common pain points:

• Trouble articulating value: Some prescribers may view professional brand supplements as unnecessary or expensive, which can create a perception that the pharmacy is trying to upsell the patient. If you cannot articulate the patient value, this can create barriers when promoting professional brand supplements. Select a brand partner with documented expertise in communicating with medical professionals.


• Lack of training: Pharmacists may need more training and education to differentiate professional brand supplements from the other options found in competitor pharmacies. Select a brand partner willing to provide you with turnkey educational resources (must be logged in to view) that clearly outline their value proposition.


• Limited staff and time: Effective doctor detailing of professional brands will require supportive marketing materials. If you have limited staff and time, you may be unable to create these marketing assets yourself. Select a brand partner that can provide ready-to-use marketing resources created from your pharmacy’s perspective.


• Limited access to prescribers: Pharmacists may have limited access to prescribers because of geography. Additionally, prescribers may restrict availability for face-to-face visits. Select a brand partner that can provide you with marketing resources (must be logged in to view) that offer flexible communication delivery.

TRY THESE PAIN-FREE MARKETING TOOLS FROM PURE ENCAPSULATIONS

Now that I’ve shared the difficulties of incorporating professional brand marketing into your doctor detailing strategy, let’s look at two simple tools developed by Pure Encapsulations that can alleviate these pain points.

INTRODUCE PURE WITH A PERSONALIZED REFERRING PRESCRIBER LETTER

A personalized letter from a pharmacist to a prescriber can be valuable in advancing communication between the two healthcare providers. In addition, it encourages dialogue, which can help foster a more collaborative approach to patient care.

Pure has created a pre-written personal letter that speaks to the value of Pure from the pharmacy’s perspective. It helps distinguish your business from other pharmacies while reinforcing your commitment to the patient’s needs. The letter can be downloaded, personalized and printed on your pharmacy letterhead or inserted directly into an email for digital outreach.

Click here to access our referring physician’s letter.

COMMUNICATE AND EDUCATE WITH OUR "WHY PATIENTS CHOOSE PURE" BROCHURE

Patient-centered care is an approach to healthcare that prioritizes the needs and preferences of the patient. Including patient-centered marketing in your doctor detailing strategy affirms your commitment to providing products and services that are relevant, personalized and accessible to the patient. Ultimately, it establishes a common goal with prescribers and promotes collaboration in patient care. Pure has developed a simple brochure that describes the differentiating quality patients have come to trust in our brand. It can be downloaded and emailed with our personalized referring prescriber letter, or you can request hard copies by contacting us directly.

Click here to access our "Why Patients Choose Pure" brochure.

Pure’s referring prescriber letter and brochure combine to alleviate each pain point by:

• Highlighting Pure’s status as the #1 most recommended brand by healthcare professionals.¹


• Communicating Pure’s value proposition on behalf of the pharmacist.


• Eliminating the need for your staff to develop their own Pure marketing resources.


• Enhancing the flexibility of communication with print and digital options.

By leveraging these ready-to-use Pure Encapsulations tools, you can build strong relationships with local referring prescribers, increase customer loyalty and generate revenue for your pharmacy.

PARTNERING WITH PURE MAKES DOCTOR DETAILING SIMPLE

While doctor detailing isn’t easy, it’s essential. Having a brand partner supporting your marketing efforts is critical to your business growth. Now with two ways Pure can simplify your prescriber marketing strategy, you can more easily work towards becoming a wellness destination in your community. We are your proud partner.

FOR FURTHER INFORMATION

Click here to view our pharmacy support page. You must be logged in to view our library of marketing resources. If you don’t have a Pure account, you can get started here.

ASK THE PHARMACIST

Doctor detailing is critical in building and maintaining a successful pharmacy business. What have been your most effective tactics for marketing your pharmacy to local prescribers?

Meet face-to-face with your local prescribers and introduce yourself; don’t just drop off marketing flyers. A local pharmacist dropping by the office to introduce themselves is rarely turned away in my experience. Chances are you may be the only pharmacist that has ever stopped by their office, and this is a GREAT opportunity to differentiate yourself and your pharmacy!

Ben Holter, PharmD, RPh, MBA+
Shrivers Pharmacy and Wellness

1. Among professional supplement brands surveyed, Nutrition Business Journal^® 2016, 2020.
+Ben Holter is a retained consultant to Pure Encapsulations.

The independent pharmacy landscape is evolving. Pharmacists no longer limit themselves to the primary responsibilities of processing prescriptions and monitoring drug adherence. Instead, they are expanding their scope of pharmacy practice to help meet their patients’ evolving healthcare needs. A growing trend within independent pharmacies is the expansion into high-quality professional brand supplements. Stepping into the world of premium supplements can be risky if you don’t have the right partner. Many questions exist: Will professional brand companies understand your pharmacy business? What products should you stock? Can you convince customers in your area to pay a premium price for a high-quality option? What about staff education? If you have these concerns, continue reading as your solution awaits. Today, we will outline 4 reasons why Pure Encapsulations has become the independent pharmacy’s trusted professional brand partner.

WHAT YOUR PROFESSIONAL BRAND PARTNER DOESN'T KNOW CAN HURT YOU

Let’s get straight to the point. Choosing a professional supplement brand that doesn't have independent pharmacy expertise can negatively impact your business. Here are some reasons why:

• Lack of knowledge: A brand without pharmacy expertise may not fully understand the needs and challenges of independent pharmacies. This lack of knowledge can lead to product recommendations that are not well-suited for your business needs, leading to lower sales and revenue.


• Limited support: A brand without pharmacy expertise may not provide your pharmacy the same education and support as an experienced brand. This limited support can make it more difficult for you to market and sell the brand's products effectively.


• Limited industry partnerships: Strategic partnerships provide credibility and help establish a brand's reputation within the pharmacy industry. Without these partnerships, a professional brand may not be viewed as trustworthy or authoritative in the marketplace.

REASON #1: PURE IS AN INDEPENDENT PHARMACY EXPERT

• Pharmacy Industry Experience: Pure Encapsulations is one of the only professional brands with a dedicated independent pharmacy support program. Our Senior Manager of Pharmacy Education spent nearly 10 years leading a team of sales and marketing reps within an independent pharmacy. His experience has provided valuable insight and knowledge about your challenges and opportunities. This knowledge has helped us develop products and services tailored to your pharmacy’s needs.


• Market research: Pure Encapsulations has a deep understanding of the needs and preferences of pharmacy customers. We stay current on industry trends and customer feedback by leveraging partnerships with Hamacher Resource Group and analysts within our Nestle Health Science team. This has allowed us advantages over our competitors in making product recommendations that you can trust.


• Strategic Pharmacy Partnerships: One key factor that has increased our credibility and expertise has been our strategic partnerships with other industry leaders. For example, we are one of the only professional brands that have secured preferred vendor partnerships with independent pharmacy GPOs. Examples include American Pharmacy Cooperative Incorporated (APCI), Independent Pharmacy Cooperative (IPC) and American Pharmacies (APEX). These types of partnerships are uncommon for professional brands. However, our partners trust the simplicity of our program and its ability to meet their pharmacy members where they are.

Pure Encapsulations pharmacy expertise is an asset to independent pharmacies. By leaning on proven industry experience of staff, detailed market insights and strong industry partnerships, Pure Encapsulations can help independent pharmacies thrive in the competitive healthcare industry.

IT'S NOT BUSINESS AS USUAL FOR INDEPENDENT PHARMACIES

According to the 2022 NCPA Digest, independent pharmacies have an average gross profit margin of 23.3%. Lack of profitability has been an ongoing industry pain. Here are a few of the challenges independent pharmacies are facing:

• Reimbursement rates: Independent pharmacies often rely on third-party payers like insurance companies, to reimburse them for prescription drugs. These reimbursement rates can be low and may not cover the actual cost of the medication, leading to lower profit margins.


• Increased competition: Independent pharmacies face significant competition from large chain pharmacies, supermarkets and online retailers. These competitors often have great resources and economies of scale, making it difficult for independent pharmacies to compete on price and services, affecting profitability.


• Regulatory changes: Changes in healthcare policy and regulation can significantly impact independent pharmacies. For example, the shift towards value-based care and the continued challenges surrounding pharmacy benefit managers (PBMs) are requiring pharmacies to rethink their business model to adapt.

REASON #2: PURE ENCAPSULATIONS INCREASES PHARMACY PROFITABILITY

• Higher margins: Our products offer margins over 2X the average gross profit margin of independent pharmacies.* Our premium pricing reflects our commitment to quality and purity and is often perceived as a mark of quality by customers.


• Exclusivity: Because we are not offered in competitor chain pharmacies, independent pharmacies can be a destination for high-quality, supplements backed by verifiable science. This can help build a strong brand identity and increase customer loyalty.


• Repeat business: Many of our supplements are taken continuously, which can lead to repeat business for pharmacies. This can help pharmacies build a loyal customer base that repeatedly returns for their supplement needs.


• Reputation: We have a strong reputation in the healthcare industry and are well-known and respected by healthcare providers and consumers. By offering Pure Encapsulations, pharmacies can position themselves as leaders in the health and wellness space and build a robust and profitable business over time.

CONSUMERS WANT MORE. ARE YOU READY?

We live in a world where wellness and health are on everyone’s minds. A recent study showed that around 50% of US consumers now report wellness as a top priority in their day-to-day lives, up from 42% in 2020 (McKinsey 2022). Thus, consumers have a growing interest in products and services that promote overall health and well-being and are willing to pay a premium for these offerings. Here are some reasons why this trend is on the rise and what it means for independent pharmacies seeking to capitalize on this demand:

• Increased awareness of health issues: With the rise of social media and other digital channels, consumers have more access to health information than ever before. This increased awareness of health issues has led to a greater interest in taking a proactive approach to wellness, as opposed to simply addressing symptoms.


• Focus on holistic health: Consumers are progressively more interested in holistic health, which considers physical and emotional well-being. As a result, there is heightened demand for products and services that address all aspects of wellness.


• Aging population: As the population ages, there is a greater focus on health and wellness. Products and services promoting healthy aging, such as fitness programs and professional brand supplements are in demand.

REASON #3: PURE MEETS THE GROWING DEMAND FOR HEALTHY OPTIONS

• Science-based formulas: Our products are made with high-quality, pure ingredients and backed by verifiable science. We're also committed to advancing the science of nutrition and sharing our passion and knowledge for the greater good. We take high standards seriously, which is why we’re the #1 most recommended professional supplement brand, ranked highest in quality and trust.¹


• Clean ingredients: What makes us different isn’t just our process or what goes into our supplements—what we leave out matters, too. Our premium ingredients are sourced from trusted suppliers, then carefully manufactured and tested to ensure they are FREE FROM unnecessary ingredients like additives, fillers and preservatives.


• Expert partners: We are proud to be grounded in science every step of the way. To help guide us on this journey, we partner with licensed healthcare professionals and recognized experts in genomics, mental health and emotional well-being, weight management, immunology, gastrointestinal health and more.

Independent pharmacies are often more flexible and agile than larger chain pharmacies, which allows them to respond more quickly to changing market demands. As a result, they can adapt their offerings to meet the growing wellness product and service demand. Independent pharmacies are uniquely equipped to meet this ever-increasing demand, and Pure Encapsulations can help.

STOCKING A PROFESSIONAL BRAND CAN BE RISKY WITHOUT THE RIGHT PARTNER

While professional supplement brands offer many benefits to independent pharmacies, some risks can be detrimental if you don’t have the support of a strong brand partner:

• Price sensitivity: Professional brand supplements can be more expensive than regular vitamins, deterring some customers. In addition, customers may hesitate to pay a higher price for vitamins if they aren’t educated on their value-added benefits.


• Inventory management: Professional brands often have a more comprehensive range of products and SKUs, making choosing what to stock more difficult.


• Education: Professional brand success may require additional education for pharmacy staff, as they may not be as familiar with the products or the ingredients.


• Brand recognition: Professional brands may not be as well-known as standard retail vitamin options, making it difficult to build customer trust. This can be incredibly challenging for independent pharmacies, which may not have the same marketing reach as their local competitor chain pharmacies.

REASON #4: PURE LOWERS THE ANXIETY OF STOCKING A PROFESSIONAL BRAND

• Staff education: Pure Encapsulations supports independent pharmacies by providing dedicated sales reps with education and marketing support that builds value into our premium pricing. Additionally, we are proud to share our ever-growing knowledge of nutrition science through educational events and on-demand education to support your staff. Join us throughout the year for live education in partnership with medical experts who share effective clinical strategies for supporting health categories, such as metabolic, immune, women, neurological, cognitive health and more.


• Planogram options: Pure Encapsulations is one of the only professional brands that offer multiple planogram options for pharmacies. Our planograms take the guesswork out of inventory management and are designed to help pharmacies maximize shelf space. They also make it easy for pharmacies to cross-sell Pure products. By grouping related products, pharmacies can encourage customers to purchase complementary products, increasing their overall revenue.


• Industry credibility: Pure Encapsulations has high customer satisfaction, which has helped build a strong reputation as a trusted supplement brand. Customers appreciate the quality of the products and the education and support we provide our healthcare providers. We’ve also received numerous industry awards and accolades for our commitment to quality and science-based formulas, including the #1 most recommended brand by healthcare professionals.² This recognition has helped increase brand visibility and awareness among healthcare professionals and customers.

Less anxiety means more confidence. Trusting Pure Encapsulations as your professional brand partner streamlines inventory management, increases revenue, enhances your reputation among consumers and creates a competitive advantage in your community.

THE CHOICE IS SIMPLE

Pure Encapsulations' commitment to quality and purity, research-driven approach, brand recognition and customer satisfaction have made it the most trusted professional supplement brand in the pharmacy industry.

ASK THE PHARMACIST

What do you think sets Pure Encapsulations apart from other brands?

Pure Encapsulations is dedicated to supporting their pharmacy partners and have developed resources specifically to help pharmacies be successful. They are one of the few brands who have created marketing materials, planograms, shelf tags and other documents tailored to pharmacies. Their unwavering commitment to producing high-quality supplements that are verified for potency and purity allows me to have confidence when recommending their products to my patients.

Ben Holter, PharmD, RPh, MBA+
Shrivers Pharmacy and Wellness

*In comparison to average store gross profit of 23.3%, NCPA Digest, 2022.

1. Among brands surveyed, Nutrition Business Journal^® 2016, 2020; Kaiser Associates 2014.

2. Among professional supplement brands surveyed, Nutrition Business Journal^® 2016, 2020.


+Ben Holter is a retained advisor to Pure Encapsulations.