648  Increasing  Prescription  Dispensing.     {Am'sIptT' ig^i^' 
scribed.  If  the  medical  man  is  a  specialist  talk  to  him  about  his 
specialty  and  demonstrate  that  you  know  the  requirements  of  his 
branch  of  medicine  as  far  as  drugs  and  other  supplies  are  concerned. 
Do  not  overlook  the  fact  that  dentists  and  veterinarians  are  also 
prescribers  and  that  they  would  be  greater  prescribers  if  you  kept 
them  informed  of  the  service  you  are  able  to  render. 
Remember  that  the  busy  doctor  sees  many  patients  each  day  and 
you  can  lighten  his  burdens  by  informing  him  that  you  have  some 
one  competent  at  hand  at  all  times  to  receive  his  prescriptions  over 
the  telephone. 
Cooperate  with  him  as  far  as  possible  in  limiting  the  promis- 
cuous renewal  of  prescriptions.  Give  him  practical  pointers  on  con- 
servation of  supplies  in  these  times  of  need  and  offer  suggestions  to 
improve  his  prescribing.  Needless  to  say  the  two  things  just  men- 
tioned must  be  done  very  tactfully  or  they  will  defeat  their  purpose. 
Having  earned  the  physician's  confidence  and  respect,  you  have 
given  a  large  part  of  the  service  which  must  be  provided  to  increase 
prescription  dispensing. 
One  thing  still  remains  and  that  is  a  realization  of  the  fact  that 
your  success  as  well  as  that  of  the  prescriber  depends  on  the  service 
that  is  rendered  to  the  sick.  When  you  have  gotten  the  prescriber 
to  the  point  where  he  sends  all  his  prescriptions  to  your  store,  you 
must  bear  in  mind  that  the  impression  you  create  on  the  customer 
determines  the  ultimate  increase  or  decrease  in  your  prescription 
business. 
Service  to  the  customer  is  a  subject  in  itself  and  should  be  con- 
sidered as  a  separate  topic. 
The  best  method  of  increasing  prescription  dispensing  and  the 
one  which  underlies  all  others  is  service  to  the  medical  professions. 
