What’s the perfect pharmacy marketing strategy you’d use to tap into this $450 billion market?
What are the avenues, technologies, and ideas available out there for you?
How do you win customers attention?
People have different health issues they deal with every day.
They trust pharmaceutical products and pharmacist to provide them solutions. How do you position your product to reach your audience?
First, build a recognizable brand!
You also want to build relationships and establish structured customer relationship policies.
Take advantage of social media, and leverage videos.
Modern people are getting too busy to read, so a video is one of the best ways to get their attention.
Branding Your Pharmacy Business
Creating a brand for your pharmacy store is not about neon signs and storefront banners.
People need to feel a connection to your business on an emotional level.
They need to see you as part of their life and part of the community.
Your brand should be able to understand the heart and soul of the community.
This clarity makes easier to reach out to customers on an emotional level.
A study shows that 64 percent of customers agree shared values is the main reason they connect to your business.
So, how do you make people see your store as part of their family, through branding?
Create and project a clear message and let people see the importance of your business in their lives.
Maintaining consistency in your branding is key to pharmacy marketing.
Your signage, logo, business card, and website, should have a recognizable pattern.
Build trust with your brand by understanding the needs of your patients.
Provide them with expertise, apart from selling your products. And your products should communicate your solutions clearly, just like IBS pain treatment products.
Tell your story. People love to listen to stories and then relate it to their own experiences.
Your branding strategy won’t work if your customers can’t see themselves in you.
Every single employee in your pharmacy should be aware of your branding policy.
Ensure they portray your values when dealing with customers.
Create a rallying cry and let your employees say it at least every morning.
It enshrines the idea into their spirit which will soon become a habit to them.
Become a source everyone in the community can trust for new information.
The kind of relationship you develop with your customers will determine how successful your pharmacy marketing will be. Every year, pharmaceutical companies spends an average of $875 million on their sales force.
Relationship helps you understand the customers more.
It creates a common interest between the two parties.
Customer feedback on social media could have a significant impact on your business.
When you dispense enough time and energy on building relationships, you create sympathy. This makes customers think twice before leaving a negative comment.
Even when you’re not doing your best, customers are less likely to scold you in public. They won’t be so nice if they have no feelings for you.
Developing relationships to enhance pharmacy marketing strategy doesn’t end with the customer. You also need to connect with hospitals, doctors, and other health facilities in your area.
When doctors prescribe medication to their patients where do they go to buy the drugs?
Develop relationships with doctors so they can recommend you to their patients.
Relationship with local doctors helps increase pharmacy sales and gain more customer base.
Also, remember how you talk about an incredible product or service you witness? That’s how customers with an emotional connection to your business become brand ambassadors.
As your pharmacy grow, you can even invite people to make suggestions on how you can serve them better. This makes customers feel like decision makers or “shareholders” in your company.
Companies have used this method to boost sales and gain loyalty a lot.
Use Social Media
Social media has changed the way we live our lives, do business, and communicate today.
As much as 34 percent of the humans on the planet are active on one or more social media platforms.
Customers now find it hard to deal with or trust brands they can’t find on social media.
Your pharmacy marketing strategy is not complete without social media profile.
Social media allows you to show the personality of your business.
It also makes your followers understand what sets you apart from the competition.
You have unlimited opportunity to share relevant content.
Connect with your customers in the form of videos, photos, texts, or even audio.
You can use your social media accounts to prove your credibility and knowledge.
Offer health tips and inspire feedback that can turn your business around.
You should also encourage customers to send in their questions and provide them with answers. Social media gives you opportunities for sales and customer engagement.
Albeit, you’d need to come up with your custom strategy. Creating a plan that deals with your customer base is very crucial. Your message needs to relate to your kind of business.
Create content that people will find useful and will be glad to share.
The key to having a strong social media presence for your pharmacy is to find out what your followers want to engage with.
If you don’t know, you can ask them or find out in the comments section.
You can also make use of social media tools that provide analytics. These tools can give you insights into the kinds of content your followers are engaging with the most.
Make sure you post, respond to comments, use images, and always be authentic.
Nothing ruins a social media account faster than unverifiable or fake news.
Don’t forget to create and post videos. 5.97 percent of the top online marketing experts now use video content, so you should too.
Customer Service and Community Projects
Some businesses may escape destruction with poor customer service.
Unfortunately, a pharmacy is not one of them.
Your business deals with people and what they value most in their life, which is their health.
Establishing and implementing a thorough customer service policy is a goldmine for your pharmacy marketing strategy.
Good customer service helps you communicate with your customer base.
Try to develop relationships, and create an atmosphere of trust. Your customer service strategy must involve every member of your pharmacy.
Train your staff on the need for proper customer engagement and relations.
Make them understand how important it is to the survival of your business. Excellent customer service practice for pharmacy marketing should impact lives.
It must be quick, direct, and polite.
Be efficient and reliable with your customer service and always say “thank you” every time.
When you cherish and respect your customers, they will do almost anything for you. It’s human.
Also, you should get involved with community and charity projects.
Community involvement and public participation is a smart pharmacy marketing tactic. Use it.
Community participation elevates your brand quality and shows that you’re not here for the money.
Adverts and Promotions
Pharmacies can also use adverts and promotions to boost sales and attract new clients.
Once you identify your target audience, you can then decide on the medium to use in getting their attention.
Adverts for your pharmacy marketing should involve printing documents.
These documents should be available in the offices of doctors and nursing homes.
You can also collaborate with neighboring health-related organizations to advertise your pharmacy.
Find businesses who are willing to collaborate with you for mutual business promotions.
Attract new customers by setting up promotional packages, discounts, and free health items.
Credible health information is one of the things people still hold in high esteem.
Offer free health care screening, like cholesterol and blood pressure checking. Provide giveaways that add value to participants.
Use every resource at your disposal to help people and make them feel you care about their health and well-being.
People will connect with you more when you show that you care, rather than always trying to sell to them.
Take advantage of merchandising and display as a way of attracting new customers, especially when promoting a new drug.
People always have an emotional connection to the source of the discovery of medicine or anything that adds value to their lives.
If you have the resources, you should consider radio and newspaper advertisement in your pharmacy marketing.
Make sure your target audience can be found on these platforms to ensure you’re reaching the right people.
If you can’t pay for radio or TV adverts at least find a way to feature as a guest on any health shows, especially on radio, where you can provide your expertise.
To Wrap It Up
Pharmacy marketing can be interesting if you know the right thing to do.
Remember, your primary goal is to locate your target audience, know their desire, and then give them what they want.
Build relationships, offer responsive customer service, and don’t forget to make videos and share on your website and social media.
Get ahead of the competition by all means necessary. Small Business Brief helps you start with free employee evaluation tools, get them here.