Home' Australian Pharmacist : Australian Pharmacist Nov 2013 Contents 18
Australian Pharmacist November 2013 I ©Pharmaceutical Society of Australia Ltd.
Talk to your customers
By Peter Waterman
Talk to your customers; it can make all
That’s the message to pharmacists
from Luke Escombe who presented to
PAC13 on his experiences as a Crohn’s
Using humour and personal experiences,
Luke brought home to delegates that just
dispensing is not enough.
‘I wanted to talk about my disease.
Crohn’s sufferers want to talk about it.
But I could never get my pharmacist to
engage,’ he said.
‘I am sure many other customers have
the same problem. The one thing that
can make you stand out is giving your
customers a bit of love. You do that and
we’ll keep coming back. Just giving us
our medicines is great, but customers
want – and need – more. We need love
Luke showed there was nothing funny
about suffering from Crohn’s disease but
his combination of humour and first-hand
experiences produced the promised
riveting and compelling narrative of what
life is like as a Crohn’s disease sufferer.
Luke told stories of trying to find public
toilets when the disease struck, of the
pain and distress, of the price he paid
physically and emotionally.
He also detailed how he had tried every
known – and at times hitherto unknown –
cures or purported cures; all to no avail.
‘I was determined not to undergo major
surgery so I tried everything and then last
year my gastro (entomologist) told me
I had to have surgery or face a severely
high risk of contracting cancer at some
stage,’ Luke said.
‘I still rejected that notion until a few
weeks later we discovered my wife
was pregnant with our first child.
That changed everything so I had the
surgery. I am now Crohn’s free and every
day I thank my gastro.’
Luke said he has changed his pharmacist
because despite the excellent medical
care he received, he felt the lack of
empathy was an issue.
‘So I say to all of you give that bit extra.
Give you customers the love. Talk to
them. Listen to them. You are unique
in being able to talk to them and have
them drop in. It won’t be in vain because
if you do that you’ll have them as
Creating a career advantage
Early career pharmacists were given
so amazing insights into how they can
create their competitive advantage in the
careers at PAC13.
Respected pharmacists and pharmacy
owner, Rhonda white and personal
branding and marketing expert, Ben
Angel gave the 60 young pharmacists
plenty to reflect on in their session –
You and your career.
Rhonda White gave participants an
insight into what prospective employers
want. She spoke about what she looked
for when recruiting pharmacists.
The question she asked herself was what
would this person bring to the business?
Following this, Ben Angel ran a workshop
on how to create a high impact personal
brand to establish a competitive
advantage in your career path.
The workshop pushed participants to get
out of their comfort zones, introduced
them to ‘speed networking and provided
them with tools to progress their careers.
Ben also showed them communication
techniques and emphasised the need for
In the final part of the workshop the
participants were joined by a group of
successful pharmacist to add the benefit
of their experience to the mix.
From Nepal to PAC13
PAC attracted many delegates from
faraway places. Tamara Filmer (pictured)
who’s volunteer work with husband
Leigh, at the Surkhet Valley hospital in
Nepal was the subject of the August
Australian Pharmacist cover story
travelled further than most.
While at PAC13 she met with PSA National
President Grant Kardachi and many other
colleagues while immersing herself in
everything PAC13 had to offer.
Tamara and her family are back in
Australia for a well earned holiday and
to visit family and friends after spending
three years in Nepal. After their holiday
they will return to Nepal for another three
years. Anyone who would like to support
them in their work can do so at www.give.
Bag tag comp winner
Queensland member, Melanie Nelson
from Gracemere is the lucky winner
of the PAC13 bag tag competition.
The winner was drawn out of a basket
by PSA CEO Liesel Wett. Melanie won a
$100 voucher to the PSA bookshop.
SEE YOU IN CANBERRA
8–11 OCTOBER 2014
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