Pursuing Purpose: Building a Mission-Driven Pharmacy Brand
We’re continuing to adapt to these unprecedented times without clear indication of if and when things will feel normal again. From the perspective of long-term care (LTC) facilities and pharmacies, the pandemic strikes a particularly unique chord. Not only is the industry facing financial pressures amidst declining admission rates, but the emotional and physical toll of the COVID-19 climate is profoundly impacting frontline workers and pharmacy staff.
In times like these, however, it’s important for pharmacy brands to take initiative and consider ways in which they can properly design and implement safety precautions that can build up their brand in a way that gives them social purpose, as Myriam Sidibe explained in a Harvard Business Review article:
“I’m convinced that brands can and must play a critical role in tackling global health issues, from violence to infectious disease to poor fitness and diet,” she wrote. “Most of these problems can be prevented—often through the adoption of new behaviors and positive norms.”
To build a mission-driven pharmacy brand, it’s all about cultivating employee engagement in a way that can be perceived as helpful and efficient by the general public. Here are some things to start thinking about as you build a purpose-driven pharmacy brand:
Building purpose drives morale in employees
In the healthcare space, the link between employee morale and patients is measurable; it can lead to a return on investment, patient satisfaction, and improved care, according to Becker’s Hospital Review. Similar benefits can come from your pharmacy staff who display the confidence and discipline needed to navigate trying times and assist those in need.
Your staff members play a critical role in the way your LTC pharmacy brand is perceived by the general public. But it all starts with creating a message and company mission statement that provides a purpose, then hiring those who fit the criteria to maintain this reputation. As Sidibe stated in the HBR article, “Brands and companies with a social purpose energize employees.”
Team members who are passionate about making a difference and doing whatever it takes to solve problems during a crisis are the ones who are going to stick around and help you fuel a brand with purpose. When employees are engaged in the social mission to improve global health, customers feel confident that you are taking their wellbeing seriously, especially during a global pandemic.
How can LTC pharmacy staff improve global health?
Beyond showcasing initial morale upon hiring a new team member, there are many ways LTC pharmacy owners and operators can continue to improve global health and prove they have built and want to maintain a purpose-driven pharmacy brand:
1. Make sure all parties involved are on the same page
From owners and operators to managers and pharmacists, your entire pharmacy should be involved in owning and advocating your pharmacy’s health and safety guidelines. This helps to solidify your sincerity in improving patient care, facility partnership, and public health. Without solidarity and consistency, it can negatively impact your pharmacy brand.
2. Implement necessary changes in habits at work
Whether your staff members are still working remotely with plans to head back to their regular working environments or they’ve already made the transition, it’s important to implement tasks that are part of your new normal. The CDC has created and maintained a rich library of resources to help organizations design and implement re-opening guidelines. Consider resources like these as you advance your efforts.
3. Ensure the public knows about your plan of action
Once you’ve made the effort to implement new habits, standards, and requirements in the workplace, make sure your facility partners, prospects, and other stakeholders understand the precautionary measures you have taken during this time. Give them a transparent look into the educational material you’ve provided staff members, as well as the new and improved cleaning regimen you’ve implemented to ensure public health.
In an effort to drive effective, systematic change while adjusting to the COVID-19 climate, SoftWriters has developed various programs and resources for customers in an effort to help you navigate these unprecedented times with more clarity.
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