The Special-Order Advantage

A Simple Program That Chains Can’t Replicate

By Bruce Kneeland

Several years ago, I worked with a small pharmacy chain in the Upper Midwest that reached an important conclusion: competing on “fast service” claims or $25 prescriptions wasn’t enough. Those messages didn’t differentiate them—and they didn’t drive the growth they wanted.

So they tried something different.

They launched a special-order program designed to deliver real value to patients while setting their pharmacy apart from the chains. The results were immediate—but only because the program was executed thoughtfully.

Here’s what made it work.

Step One: Train for Precision

The Small Details That Make or Break the Experience

A special-order program only succeeds if your team knows how to manage it properly.

When a special-order item arrives, it cannot disappear onto a random shelf. Few things undermine trust faster than telling a patient their order is in—then not being able to find it.

Clear internal processes and consistent staff training are essential.

Step Two: Make It Official

Create a Simple, Visible Ordering System

This pharmacy created a two-part special-order form—one copy for the store and one for the customer.

Pads were placed:

• In the pharmacy
• At the checkout counter

This small step formalized the service and reassured customers that their request mattered.

Step Three: Promote the Service Everywhere

If You Don’t Announce It, It Doesn’t Exist

Nothing happens until patients know the service exists.

What worked:

• Large window banners
• Stand-up signs near the pharmacy and checkout
• Shelf talkers throughout the front end

Once or twice a year, they even had staff wear buttons that read:
“Ask Me About Our Special-Order Program.”

The message was impossible to miss.

Step Four: Use It as a Marketing Differentiator

More Powerful Than Rx Transfer Ads

This chain featured the special-order program in print and radio advertising—and saw stronger results than traditional prescription transfer promotions.

Why?
Because it communicated service, care, and flexibility, not just price.

Step Five: Handle the Moment That Matters Most

Where Loyalty Is Truly Built

Here’s what inevitably happens:

You call a customer to say their order has arrived—and they reply,
“I’m so sorry, I found it somewhere else and already bought it.”

This is the moment that separates average pharmacies from exceptional ones.

The correct response?

“That’s wonderful—I’m glad you found what you needed. We’re happy we could try to help. Please let us know anytime you’re having trouble finding something.”

No frustration. No pressure. Just grace.

Why This Works

The Psychology Behind the Program

According to the owner, this approach accomplishes two critical things:

1. Patients never feel embarrassed returning to the pharmacy
2. They enthusiastically tell others how well they were treated

In fact, he found the program grew faster through word-of-mouth from customers who didn’t complete their purchase than from paid advertising.

The Bottom Line

A Differentiator Chains Can’t Copy

This is something chains simply won’t do well—if at all.

It differentiates your pharmacy, strengthens community trust, and drives front-end cash sales, which directly improve profitability.

Doing more for your front end doesn’t just boost revenue—it builds loyalty.

Here’s hoping something I shared helps you Do More and Be Better.

— Bruce Kneeland