Be a Pickle to Your Customer

written by Jason Chenard

In a realm that has healthcare being shoved into a virtual world, Pharmacists and Technicians hold a key that many other clinicians do not. Patients can and still want to, walk-in. We are here on good days and bad and have been since pandemic day one. From no PPE (or toilet paper) at the beginning to plexiglass, masks, sanitizer, curbside, staffing shortages and new online appointment booking software, we may tweak the way we give care, but we are open and present. And through pandemic times we have added tools to further deepen our stance as the #1 trusted healthcare profession: we swab, we inject, we transfer narcotics and we prescribe now more than ever. Stay with me a sec…


As a child, Anna and her family would regularly take a picnic to the park and have lunch together on a blanket in the sun. They had no TV, no cell phones and only each other for amusement. They played games, shared stories and made plans.

One particular happy memory involves her dad sharing his hypothesis of the Heinz ketchup logo having pickles on it to represent their previous involvement as a pickle company. To this day, when grocery shopping she pays more for Heinz ketchup over the generic brand because seeing that pickle logo on her dinner table brings happy memories of those family picnics and reminds her to bring her kids outside to eat together.

Anna has a relationship with that pickle logo. No one, not even the less expensive bottle beside it on the store shelf will take that away from her.


Pharmacy teams that harness the power of the relationship they hold with their customer will do far better than those that do not. Robots and competitors will always threaten the service we provide. They will offer to get products and services to customers faster and be able to delivery it cheaper. What they cannot do, is take away the special human bond between caregiver and care-needer.

Spend time building meaningful relationships instead of focusing on the empty calories of transactions. Transactions pay off once, while relationships pay off repeatedly. Even if each individual payoff is smaller than each individual transaction, the sum of all the relationships over their much longer lifespan will come out much farther ahead.

Covid has given us the opportunity to further be a pickle.

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