Leveraging Local Providers to Grow Your Pharmacy Business

By Dr. Nicolette Mathey

From personalized medicine to telehealth, healthcare innovation continues to evolve rapidly. Yet, one crucial component remains constant: collaboration. If you’re an independent pharmacist passionate about improving patient care, effective collaboration with local healthcare providers can significantly enhance your pharmacy’s success.

Historically, pharmacists typically interacted with prescribers primarily when clarifying prescription details. At Atrium24, we advocate for flipping this model upside-down. Proactive outreach and relationship-building with prescribers create valuable partnerships, ultimately benefiting your patients and your pharmacy’s bottom line.

Building Strong Prescriber Relationships

Pharmacies often struggle with initiating and maintaining relationships with local providers, particularly without a dedicated sales rep. However, successful collaborations don’t require relationships with countless prescribers. Rather, developing strong, meaningful relationships with just five committed local providers can substantially impact your business.

Atrium24’s platform, Dotti, provides resources and education to effectively engage prescribers. 

Tailoring Your Outreach

Getting your foot in the door with those five isn’t always easy, so you must demonstrate that you’re different from the big box stores that saturate every other corner. For instance, suggesting to a local surgeon that your pharmacy can provide surgical kits that include everything their patients will need before and after surgery is a great way to differentiate yourself.

For example these kits may include:

• Pre-operative antibacterial wash
• Post-operative pain management products
• Gauze, wraps, and ice packs

among other products specific to their type of surgery.

Take customization a step further by creating your own nasal rinses to include in boxes marketed toward ear, nose and throat patients.

Eye surgery is another option with sterile eye drops available at a discount through our GPO partner PQ Pharmacy accessible to Dotti members

Such tailored offerings demonstrate your pharmacy’s value and differentiate you from large retail chains.

Consistency is Key

Successful prescriber relationships require consistent and strategic engagement. Create a targeted HOT list of local providers and regularly engage with them through personalized communications, product demonstrations, and follow-up visits. If stepping away from the pharmacy during operational hours isn’t feasible, consider employing a dedicated sales rep trained through Dotti’s Sales and Marketing course—a comprehensive 6-week program available within the platform—new sales reps can quickly learn the essentials of prescriber outreach, building confidence and competence from day one.

At Atrium24, we specialize in helping pharmacies optimize their outreach efforts, offering strategic guidance on communication and marketing materials tailored for effective prescriber relationships.

If you’re ready to elevate your pharmacy’s community presence and forge impactful collaborations with local providers, reach out today. Atrium24 and Dotti are here to support your pharmacy’s growth journey.