Book Review

Bag the Elephant! How to Win & Keep BIG Customers

Steve Kaplan
Bard Press, 2005

Whether your pharmacy is a one man show or a large corporation, this book will teach you something that you didn’t already know. In compounding pharmacy they always teach us to diversify and not to put all of our eggs in one basket. Well, this book actually teaches you how to go after the one big basket, the Elephant! But that Elephant will mean something different to all of us. In the book the Elephant refers to a giant company. In our industry, because we focus on one patient at a time it is hard for us to go after a large company for business. But in compounding an Elephant does not necessarily have to be a company, it can be all sorts of things; like a specialty area of practice, a doctor, a clinic, a hospital, etc.

Many compounding pharmacies specialize in one or two areas which make up a large portion of their business. Like NHRT for example, many compounding pharmacies have one big Elephant, NHRT, which consumes over 50% of their practice. Right now considering the controversy surrounding NHRT this may be scaring many of you, but this book will teach you how to manage your Elephant! In this book you will learn how to market to the Elephant, keep the Elephant loyal, expand the Elephant, how to protect and not lose the Elephant. You will learn in this book that it takes far less Elephants to grow your business than it does from individual sales.

As your pharmacy grows, you may actually become an Elephant and this book gives great explanations on how the Elephants are managed, structured, positioned and what it takes to be a great Elephant! This book contains great marketing tips for your marketing representatives, great management tips for your managers and great inspiration for those owners. You won’t be able to put it down because it is so captivating and interesting to read. Steve Kaplan’s witty personality, ambition, intelligence and drive are contagious when you read this book. It will motivate you!

Reviewed By:  Dana Reed-Kane, PharmD, FIACP, FACA, FCP, NFPPhC
In:  Jan 2006