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Ping Pong
Much more than a simple pharmacy
How important is technical training when it comes to pharmacy? For Beatriz Pinto Coelho Lott, the Pharmacy Technical Training Coordinator / Injection Systems from BD Medical, this is an essential activity. "When a customer reaches a pharmacy he is in search of treatment, prevention and well-being. Above all, however, what he really needs is a full service, which includes information, attention and respect. During a sale, the pharmacist should deliver more than simple items of a shopping list, but correct guidance. In order to do that the pharmacist should be technically trained", says the executive, who already has worked as a pharmacist in drugstores and hospitals.
Breaking the ice
The coordinator highlights that technical training should cover objective information and balanced communication, which must be applicable to the reality the professional will face day-to-day. "The use of examples and practical exercises teach the well-known but extremely necessary theory. Stimulating situations in which participants exchange experiences help "break the ice" and may be a great opportunity to learn from the colleague. It is also important to say that trainings must be held continuously, for the amount of information and news are always too high".
Turning into sales
Does good technical training help boost sales? The Pharmacy Technical Training Coordinator says it does. "Several customers, even unconsciously, come into a pharmacy in search of guidance. The experience of having a good and attentive sale leaves the customer satisfied. Such hint turns a simple shop into a "reliable pharmacy". "Besides, experience shows that when the pharmacist knows the features and recommendations of a product, he feels confident to recommend it. Thus, the pharmaceutical industry that invests in technical trainings holds an important marketing tool".
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