"The Successful Pharmacy Owner is The One Who Discovers New Solutions Before Big Pharma & The Insurance Companies Destroy it." -- The Pharmacy Sage
1. Differentiate or Die
Differentiating yourself is basic to survival today. Not only is differentiation the foundation for strategizing and marketing, it also gives you focus. It helps you identify your niche. It is, quite basically, the essence of how you will succeed. When you differentiate yourself in the marketplace, you identify why people should really want to do business with you.
Most pharmacy owners—even ones who have been in business 20 years—cannot articulate what’s different about their pharmacy in 90 seconds or less. If you are one of them, consider this: if you cannot express it clearly and briefly, it’s likely your customers and your non customers do not fully well understand what differentiates you.
If that’s true, then why should anyone in your community ever bring you any business?
You need to differentiate your pharmacy from every other pharmacy in your trading zone. Natural medicines and compounding can be the major difference. And when you bring that to the marketplace, both to those people in your trading zone who have the money to spend and to your own patients, those in your data base, then you become the OBVIOUS EXPERT—one who can help people feel better, live longer, and enjoy more energy. That’s what they want and that’s what you should be delivering. And that’s what will cause them to come to you even if they have to drive past several of your competitors.
If you’ve not asked yourself all of these questions, then you have never truly thought through what your business is all about. You need to!
2. Direct Response Marketing
According to more and more research, 90% of all pharmacy marketing is wasted. Most marketing is about you and what you do. And not about the patient and what she really needs.
On the other hand, Direct Response Marketing will address the patients problems and you will give him/her the solution. This form of advertising drives many new customers to your store to buy the specific products mentioned in the ads. The customer goes away happy, health problem solved, and your cash register rings... and rings... and rings.
Direct Response Marketing is designed to generate an immediate response from where each response can be measured (purchase), and attributed to the individual. Having great direct response marketing makes all your other resources more valuable-- your space, your inventory (turns more rapidly), even your people.
Always keep in mind: Marketing is the only element of your business that creates big results. Everything else is just a cost.
3. Market to Your Customers
To begin the process, collect the name, address, phone number, and email address of everyone who makes a first-time purchase of any natural medicine product. This particular idea, and its execution, are vitally important to you:
First, you’re going to make certain that your new customers, or regular customers, who are making this new first-time purchase, are going to remain in protocol— that is, that they’re going to take or use the natural medicine as it was intended in order to get worthwhile results.
Second, by using that upcoming tactic, you are going to WOW them. And, that is going to help bond them with your pharmacy.
Third, you are going to establish a database of people who are willing to spend their own hard-earned dollars on your natural medicines. They will also appreciate how they can significantly benefit from these meds.
Please understand, it is seven times easier, and seven times less expensive, to get a customer who already knows you, and loves you, to spend a dollar with you than it is to get a new customer to do the same. Now, that’s significant.
If you’re not collecting data on every customer who buys something from you, you are missing out on something that may be the biggest opportunity available to you.
For more information download our FREE report, The Very Savvy Pharmacy Owners Marketing Handbook.