"The Successful Man is the One Who Finds Out What Is the Matter with His Business Before His Competitors Do." Roy L. Smith
Companies no longer create brands. The consumer does. Only by determining what the customer (think patient) truly desires, can you build a customer base significantly enough to create patients who will shout your praises to the high heavens.
Yes, it’s all about your dreams. About how you want to cater to patients. However, you must first determine the answer to the following questions:
The answer to those questions lies in research… marketing research.
In reality, you need a marketing research fund (subject of another article). And when you allocate the time to do this research, then creating the marketing that’s necessary to extend your messages to your target audience gets easier.
The above creates a foundation of why you’re also in the information business because without delivering well-founded information to your patients, they will not create that brand for you.
And, so the formerly held “truths” are, in reality, no longer valid. They have been flipped, and so we arrive at the age of “brand flipping.”
Such is the basis of success in pharmacy today. It is also the reason that pursuing the traditional pharmacy business model no longer leads to success. In fact, it can lead to disaster for the independent pharmacy owner. A new model is needed.
Consider the following truisms:
And, so, the big challenge is to create a marketing machine second-to-none that can accomplish all your objectives. It’s not easy. It’s not taught in pharmacy school. Yet, it is a very precise process that requires an enormous amount of talent, knowledge, and experience. In short, it requires the knowledge of a guru, especially when it comes to writing the marketing copy, that is, messages that sell.
However, it all begins with marketing research as indicated above. And that research is not only imperative, it becomes the foundation on which you’ll build all of your marketing.
For more information get our FREE report “The Very Savvy Pharmacy Owners Marketing Handbook— How to Attract Hoards of New Patients and Get Your Existing Ones to Return More Often and Spend More Money.”