"The Successful Man is the One Who Finds Out What Is the Matter with His Business Before His Competitors Do." Roy L. Smith
Nothing happens until a sale is consummated. And filling traditional prescriptions is not a sale. It’s rendering a service and getting poorly reimbursed for it. And isn’t it getting less and less satisfying to get rewarded for your valuable know-how and the hard work that you do?
Pivoting so that you can at least start to head in a different direction may be very appropriate. However, whatever that you do that can differentiate you in some way, form, or manner is what you want to focus on. And marketing it is the way to get more patients to realize your uniqueness and spend a few extra dollars in your pharmacy, not somewhere else.
And so, here are the 5 compelling reasons for you to organize around your marketing.
Reason #1: when you do something to differentiate your pharmacy, but enough people are not running to you to take advantage of it, you need marketing. Marketing is the only element of your business that can produce significant results because everything else is just a cost.
Reason #2: if you’re not doing enough marketing, how will enough people get to know you and make a difference in your bank account?
Reason #3: if you don’t “toot your own horn,” who will?
Reason #4: marketing is the only way to show all of your potential patients how to achieve better health with alternative therapies not available at other pharmacies, especially chains
Reason #5: marketing is the only element of your business that creates significant results. Yes, word-of-mouth marketing makes all the difference in the world. But you need to activate it and make it work faster and more efficiently. And that’s what the rest of your marketing is all about.
Once you have repetitive offline advertising in whatever local media can best carry your messages that describe your uniqueness, then the rest fall within the following two no-cost to low-cost categories.
Building a marketing machine is the only way to build sales and profits in these turbulent times. Doing what most of your colleagues do by heavily discounting and couponing is a prescription for disaster. So is abstaining from marketing entirely.
Studies show that 90% of all pharmacy marketing is wasted. How do you avoid that prospect? By bringing in knowledgeable help from the outside.
Integrating all of your pharmacy’s activities, including selling, into your marketing machine will produce far superior results compared to what you’re doing now.
For more information, send for my free report “The Very Savvy Pharmacy Owners Marketing Handbook.”