This is a professional medical representative’s guide to understanding and successfully selling to the retail pharmacy. A pharmaceutical product that requires a physician’s prescription is never sold until two things happen: 1.A prescription for the product is written by a physician.2.That prescription is dispensed by a pharmacist. It is your responsibility to develop product demand among physicians and product availability among pharmacists. To ensure the success of these dual objectives, it is critical that you understand the pharmacists’ role and establish the same professional and business relationship with them as you do with your physicians. The sooner you understand your pharmacists’ professional and business needs, the sooner you will be able to adequately service those needs.