HEALTHPOINT


HEALTHPOINT DIGITAL SIGNAGE COMES TO NORTH AYRSHIRE


our patients. eventually we are also looking to bring in other healthcare professionals such as physio’s and occupational therapists. All this supported in the background by the robotic automation which is a key feature of the store.


So, we contacted David Donoghue and the team at RDC


DD what formed RDC’s approach to this project?


David Stribling(DS) is co-owner of Townhead Pharmacy Practice in Kilwinning in North Ayrshire. His co-owner is his wife Fiona, who is one of the pharmacists at the store. Last year they took the decision to install a dispensary robot. They turned to David Donoghue(DD) at RDC, Scotland’s premier pharmacy design company, to realise their radical vision. Furthermore, they also wanted a digital signage solution that would be dynamic and inform patients on the services and products available in the new pharmacy. They turned to Healthpoint TV – as a result they installed two internal screens and one window screen.


John White, MD of Healthpoint TV, met with the two Davids at the store to discuss the project.


DS tell me the history of shop fi ts at Townhead pharmacy?


We bought the pharmacy in 2009 and had RDC refi t the store two years later in order to modernise and re-brand it. We had previously used RDC on two other shops and have always been delighted with the results. With the increase in prescription business over the last few years and an expansion in the range of services we offer it was time to look at effi ciencies and we felt that the robot installation was the solution we were after.


DS what was the thinking behind this shop fi t?


The introduction of robot automation was a defi nite way of freeing up staff time to spend longer with patients by reducing the amount of time spent putting away orders and dispensing prescriptions. We are acutely aware of the pressure that GP’s are under and the pending introduction of the new GP contract means that the potential for more pharmacy-based clinical services was on the horizon. This meant that we needed to incorporate a second consultation room and create a relaxed waiting area. Branding was also key in presenting a professional image to deliver healthcare services and so our Lime Tree Healthcare logo and colours were consistent throughout the design. There is only a fi nite amount of space in the shop and so inevitably it meant us cutting down on the retail area. There are many places on the high street, however, that people can buy toiletries etc but only very few where they can go to be seen by a trained healthcare professional such as one of our pharmacists.


Although we still have a retail area with a good selection of different lines we fi rmly believe that the future of pharmacy in is supporting the rest of the local primary care team in delivering services and medication to


At RDC we take the approach of listening to what the customer wants rather than imposing our direct solution. The branding of the store, the fact that there were elements of the last shop fi t which were still fi t for purpose and that although it was obviously a very clinical brief we wanted to retain the defi nite independent character of David and Fiona. These were the critical elements.


We offer a very individual service that can accommodate any budget or requirement. I think, as DS will confi rm that we also are totally fl exible both before and during the whole process. We will adapt to changes and different circumstances.


I think we have delivered on that.


DS why did you install Healthpoint TV in-store?


I have been looking for a pharmacy digital TV system to compliment the new store fi t. I wanted to promote our services and products to our customers both inside and inside the store as well as other NHS services like NHS24. Hence, the decision to install a Hi-Bright portrait screen in the window and two landscape screens internally. Marketing is now critical within community pharmacy and if you are delivering new services you have to inform your customer.


The most important thing is, it is your TV and it plays what you want to promote. The adverts are


all personalised with our branding and can be changed on at least a monthly basis. If we need to change more frequently then Healthpoint accommodate us. The playlist is changed within 72 hours although it is generally done within 24 hours.


Promotion of any service, like our travel clinic, is so easy to do using the medium. Furthermore, the content is downloaded locally so even if there was an internet failure the content will continue to play.


How easy is it to change content?


This is the best part of the system you simply go online and submit what you require. I have also utilised a content planner to make sure I know what content I should have at any time of the year. The creative Healthpoint team, lead by Melanie, are always helpful and understand the message and style I want to get in our adverts. To reiterate again the adverts are personalised to your pharmacy and your brand.


Why did you get two screens internal screens?


I wanted to promote to our new services while customers were waiting for prescriptions at the till or seated in the new waiting area. The 49” portrait window screen, playing poster-style adverts rapidly, is our promotional tool to the to customers passing by and the motor traffi c. The internal screens are able to play longer video as we have more time to interact with our customers.


Would you recommend Healthpoint TV to other independent pharmacies?


Totally, in these days of seemingly constant retail promotions and an ever-increasing need to diversify into new services and optimise counter sales Healthpoint TV is an essential investment. I urge all pharmacists to book a no obligation demonstration. What have you got to lose? •


www.limetree-healthcare.co.uk


pharmacy shopfi tting specialists www.retaildesignconsultants.co.uk


www.healthpointtv.com SCOTTISH PHARMACIST - 23


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