New Women's Shoppe is all about supporting physicians and their patients

Describe the Retail you oversee- the concept, square footage, merchandise, location.

The Women’s Shoppe is located at Saint Luke’s Hospital in the Women’s Center which includes the Ellen Hockaday Center for Women's Care, the Muriel I. Kauffman Women's Heart Center, Center for Breast Care, Center for Maternal Fetal Medicine, Women's Emotional Wellness Program and the gateway to the new Labor and Delivery family suites. Clinical experts in each of these areas were involved in product selection from the beginning of our retail development journey. We asked each specialist to tell us what she would like her patients to be able to pick up on the way home from an appointment. An expectant or new mom can find a full array of nursing bras, breast pumps for rent or sale, newborn care supplies, big brother/sister tee shirts, books, preemie clothing and so much more. Our pediatricians requested child safety products for newborns through toddlers. Midlife women will find products recommended by sleep specialists, spa products, relaxation and stress reduction aids. A blood pressure monitor--we have it! And don't forget the fun, boutique choices as well.

What was the motivating factor for the senior team to invest in developing a retail system strategy?

The senior team wanted to support our physicians and patients with a unique one stop shopping experience in the Women's Center. It is also an innovative revenue opportunity.

What are the key objectives for retail?

We have strategies to grow revenue with cash and carry retail. Long term, we will be expanding healthcare retail to other areas within the health system.

Greatest challenge?

Our greatest challenge surrounded entering all the products into the Point of Sale system. This was a new system for the hospital and the Women's Shoppe was the first user. The features of the system make it easy to track trends, trigger re-orders, and support inventory management. We wanted to be very precise during the input process. We had a short period of time to enter all the merchandise so there were some late nights! Greatest opportunity/success?

The greatest success has been generating the excitement of the medical and nursing staff. They feel invested and part of the process every step of the way. I enjoy seeing them as they stop by and check in to see how things are going- if their patients are coming down, what they are buying and responses to the products.

Any advice for other hospitals?

Besides adequate storage, space for receiving, have the Point of Sale system in place at least 3 weeks before opening...jump into retail with enthusiasm and commitment. This is a great service to our medical staff, patients and visitors.

Using Simply Retail and Touchpoint to walk us through each step was also what made us successful. Use experts that know the industry. This isn’t something you have to do on your own or even attempt. Invest in the experts and use them. It will make the process seamless.

What is the next step for your retail system?

We are marketing internally with our hospital's e-blast "eRounds", externally in our Health magazine that goes to thousands of households in Kansas City, as well as promotions at various community events.

Each month we present the "Doctor Is In"--an hour of informal networking with one of our clinical specialists. We have a poster at the store entrance advertising the dates that our doctors are available for this one on one time as well as specific product promotions.

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