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Blackmores (BMore) Vitamin Sachets

Blackmores have recently launched a new service called B(more).  This service offers Australians (for now) tailor made vitamin dosing regimens pre-packaged into individual daily sachets.

How does it work?

Consumers complete an online questionnaire so that a profile can be created and vitamins matched to your needs.  You can also opt in to receive additional advice and tailoring from a Blackmores Naturopath via their online chat platform before ordering your first month’s supply.  Blackmores then package up your vitamin selection and post a month’s worth of daily sachets to your home.

What happened before this?

Before B(more), and still today, patients seeking these types of convenient vitamin and medication packaging options have sourced these through their local pharmacies via their in-house medication packaging service.  This may have appeared either in a Blister Pack, or as a sachet on a roll.

So where does the pharmacist and allied healthcare team fit in?

Well it doesn’t… at all!!  And this is a real danger for pharmacies and healthcare stores that rely on the foot traffic and revenue generated from delivering the advice, service and products to Australians all over the country.  It also opens up the risk for medication misadventure as the patient’s healthcare team no longer have clear visibility on what supplements and vitamins patients might actually be taking.

In a post-COVID world, more and more businesses will open up channels to encourage direct-to-consumer models.  So what happens if all vitamin manufacturers follow suit?  What percentage of your business’s revenue is generated from the natural health category, and what can you afford to give away?  After heavy discounting and price gouging in the past decade, we’d imagine you can’t afford to give any of it away!

So what are you going to do now to be more than just a ‘middle-man’ to keep these dollars in your business today, and tomorrow?  Here’s some quick tips to get you started…

  1. Start playing their game NOW!  If you aren’t offering this service to your patients in house already, start today!
  2. Engage with your customers to provide holistic solutions
  3. Up-skill your team to have more meaningful interactions around natural health
  4. Review your ranging and clear out the dead stock
  5. Put systems and workflows in place to make time to have these discussions with your patients

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