Taken from: "Mississippi Pharmacist, March-April, 1985"    

AN OLD FASHIONED PHARMACY SUCCESS

By Lorrie Maynard

Oxford, MS

     There aren't many modern drug stores where you can buy Madame C.J. Walker's Temple Salve, or branding fluid, or Flowers of Sulfur (a tonic when mixed with six parts lard, a snake repellent when its sprinkled on the ground or in pants cuffs).

     But, a large stock of old-fashioned patent medicines and veterinary supplies are two reasons for Midtown Drug's success.

     Midtown drugs, the smallest drug store in Oxford, with less than 500 square feet of floor space is located in rural Lafayette County in North Mississippi. The area is home to many farmers and hunters who raise hunting dogs.

     Pharmacist Steve Rogers carries products for cattle, horses, swine, birds, fish, hunting dogs, and household pets. He also sells vaccines.

     Dog owners and  breeders can find skin balms, dips, vitamins, milk replacers for motherless pups, ear mite medicines, vaccines and grooming aids.

     While animal products account for about 10 percent of Midtown Drug's total sales, Rogers says they have a bigger value in drawing customers. These customers also get prescriptions filled when they come in for veterinary needs.

     When Rogers decided to open a drug store seven years ago, there were four well-established pharmacies around the town square, and three near the hospital serving a population of only 8,000 permanent residents.

     But, after studying U.S. Census figures and projections, Rogers decided Oxford could support another drug store. He chose a location on a main street north of the square because there were no other drug stores in the area. At that time, the area was mostly inhabited by people of lower incomes.

     With a very low budget for advertising, Rogers had to find other ways of reaching customers. To prosper, the store needed business from a larger area than it's immediate vicinity, so Rogers decided to specialize his inventory.

     As a hunter himself and a man who raises bird dogs, Rogers was aware of the area's large market for veterinary supplies. Today, he has Oxford's widest selection of animal medicines not requiring veterinary prescription.

     Rogers started building a patent medicine inventory as customers asked for things that they were unable to find elsewhere.

     He recalls, "At first I didn't know much about them. Older country women would come in asking for " liquid pink" and I didn't have the faintest idea what they were talking about".

     Rogers finally understood the women wanted Lydia Pinkham's Tonic, the old-time elixir that's 13.5 percent ethyl alcohol. Now, he keeps a good stock of Lydia Pinkham's Tonic and other patent medicines rarely seen these days.

     Of course, Midtown Drugs is also a regular pharmacy. But, because of his specialization Rogers has been able to avoid some usual expenses. Word-of-mouth advertising has almost eliminated the need for any other kind. Rogers' only regular advertising is a 60-second spot in a local radio station's Sunday morning Gospel music program. The cost, $5 weekly.

     Rogers reduces overhead by heating his small store with a kerosene heater. And, he doesn't stock large quantities of items in which he can't be competitive.

     In spite of Midtown Drug's small size, its relative newness, and lack of advertising, Rogers' one-man pharmacy does a brisk business, with about a ten percent yearly increase in sales. A steady stream of customers passes in and out all day. Rogers calls many of them by name. New customers, with needs Midtown Drug can satisfy, are often introduced to Rogers by other customers.

     He's a good man to know if your horse had splints, you need a prescription filled, or your out of Lydia Pinkham's.