With so many pet owners in the UK, providing healthcare products and advice for customers’ pets has the potential to add value to the service pharmacies offer. But how can you optimise the category and where do you start?

1. Get the message out there
   The chances are customers won’t be aware that pet medication is available through community pharmacies. Posters and displays are a great way of advertising the offering. Or, try attaching leaflets to the prescription bags of customers you know have pets to raise awareness of protecting them from fleas, ticks and worms and that products are available from the pharmacy.
2. Do your research
   It’s worth focusing on the category during peak seasons, such as the flea season in the summer, when protecting and treating their pets will be at the forefront of owners’ minds. Find out more about the peak seasons for each of the main parasites and tailor your promotions accordingly.
3. Take your time
   With floor and shelf space at a premium and the pet health category being so extensive, it’s important to decide which products to focus on. Start with a selection from the brand leaders and then take time to ask customers what other products they would find useful so you can adapt your service to their (and their pets’) needs.
4. Added value
   If a customer comes in asking for a product to treat flea bites, for example, use it as an opportunity to discuss products for their pet and give advice about treatments and prevention, as well as showing them the range of products you stock.
5. Focus on your USP
   Capitalise on your pharmacy’s ability to provide healthcare advice alongside product sales, as this is what sets you apart from pet stores. Take the opportunity to talk about the pet’s health more generally as well and offer appropriate information, advice and support, including encouraging an annual visit to a vet to ensure a pet is in good health. Keeping up to date with training from brands and completing modules such as this one will help you keep your knowledge on top form.
6. Know your limits
   Pharmacy staff are experts in human health and while there is a lot of valuable information that can be passed onto customers about their pet’s health, without proper veterinary training, this can only go so far. It’s important to know when to refer customers for more expert veterinary advice and to have a list of local services to hand that can be signposted to customers.