July 28, 2020
Inside: Create an informative and professional card to give to colleagues and potential patients.
Business cards are an important tool for today’s pharmacy professionals. Despite the current focus on websites and social media, these small pieces of paper are still a cornerstone of networking and are essential to growing your business.
Always having a card handy will help you expand your patient and professional network. It might happen when a potential patient takes your card at a health fair, or when you hand one to a local physician during an office visit. These cards will be their first impression of your pharmacy.
Even if your pharmacy has a strong online presence, you still need business cards. They provide potential and current patients with the information they need to find your pharmacy. People know to ask for a business card, and if you don’t have one, you might just miss out on a new patient or business partner.
Plus, business cards are convenient. Their small size makes them easily portable, so you can network with new patients and business partners wherever you go. They’re also inexpensive, especially in comparison to other printed promotional materials like trifold pamphlets or larger flyers.
Some popular business card printers include Vistaprint, Moo, Overnight Prints, and Canva. Shop around and evaluate the various printing options. Some services will require a minimum number on your card order. Shipping time, price, and print quality will vary, so it’s best to explore your options in order to get the best deal and product.
To help you get started, here are some “Dos” and “Don’ts” to keep in mind while creating and distributing your pharmacy’s business cards.
DO: Provide all relevant information
Business cards aren’t the final transaction, but simply a tool to connect in the future. Be sure your card has all the information people will need to contact you later. Include information like:
Don’t overlook obvious information. For example, if your pharmacy has an offbeat name that might leave people wondering what you do, consider including a tagline such as, “your community pharmacy” so people know that it’s a pharmacy.
DO: Keep your brand consistent
Business cards are an opportunity to build brand awareness, so use the same colors, fonts, and logo as your store’s other marketing materials.
While many printing shops offer easy-to-use business card templates, people won’t associate a run-of-the-mill design with your pharmacy if the branding is inconsistent.
The same goes for non-traditional paper shapes or trendy colors and fonts. They may look cool on the card, but when they are different from your well-established branding, patients might wonder if the card is for the right place.
DO: Stay professional
A joke or pun on your card may make your card more memorable, but they always run the risk of missing the mark. Instead, keep your card professional to impress patients and colleagues.
Use a classic, clean design that reflects the professionalism of your pharmacy. Choose a weightier paper like 14- or 16-point cardstock instead of the basic paper option to give the cards a more premium feel.
And of course, remember to give cards a thorough proofread before you send them to the printer. Nothing is less professional than a typo on your business card.
DO: Prioritize information
A good business card should have an order of information. Usually, this means placing the pharmacy name first in the boldest version of the font you’ve chosen. Then, follow it with your name and title, followed by all of the contact information for your pharmacy.
Placing your phone number in a huge, bold font across the bottom might seem like a great way to get people to call, but if they don’t know who they’re calling, it’s a useless feature.
Font size matters when it comes to getting your information across. Too big and you can’t fit all the necessary information. Too small, you risk people not being able to read the text. Shoot for 10 to 11 point font for the pharmacy name and then 7 to 8 point font for the contact information.
DO: Make cards for your employees
Give your employees business cards so they can share information with potential customers, too. Whether they are general business cards with pharmacy information or individual business cards, providing them to employees multiplies the potential number of new patients and business partners you can reach.
Plus, providing your employees with business cards makes them feel like part of the team.
DON’T: Prioritize form over function
There are plenty of ways to get creative with your business card— you may be tempted to use a unique material like transparent plastic or metal, or print your pharmacy information on a cute object like a stress ball or LEGO figurine.
Getting wild and creative with your business card design may make your card memorable, but they can also make them difficult to read.
Your card can still be attractive, but make sure you aren’t sacrificing its function, which is to provide important information about your business.
DON’T: Go too big
While a larger card may help you fit in information, cards that don’t fit in traditional wallets are the first thing people will throw away. The same goes for cards that have cut-outs or are in non-traditional shapes, which tend to get bent and torn as people try to place them in their wallets.
If you do want to use a special size, make sure it’s smaller than the normal size of a business card — 3.5 by 2 inches — so it will still fit in people’s wallets. Quieter design choices that could help your card stand out include 2 by 2-inch square business cards or traditionally sized cards with rounded edges.
DON’T: Be stingy
Business cards only work if you share them with others. Generously give them to coworkers, potential patients, current patients, and potential business partners. Encourage your coworkers to share them with the people they meet. Anyone who you pass them on to might also give the card to a friend to recommend your pharmacy.
DON’T: Overload on info
Avoid a cluttered business card. Carefully consider what information you want to include on your business card. For example, it might not be important enough to include a complete listing of all the services and product genres you provide.
If you cram too much text on your cards, people will have a hard time parsing what information is important. A business card should tell people who you are, what you do, and where they can find you
Also, avoid sharing information preemptively. If you’re about to open a new store, or are gearing up to launch your pharmacy’s Facebook page, but those projects aren’t ready for the public yet, consider waiting and adding that information on the next batch of cards you order.
You don’t want people driving to your new pharmacy location six months before the store is ready to open. Keep cards up-to-date, but don’t add information about a new project before it’s ready for the public. Save the space for something more relevant.
DON’T: Lose your design
Once you order business cards, save your design so it’s easy to find and update as needed. Eventually, you will have to create new cards for a recent hire or re-order cards when you run out.
Avoid wasting time trying to match the shade of red you picked or figuring out the font size you used by saving your card design in a digital file.
PBA Health is dedicated to helping independent pharmacies reach their full potential on the buy side of their business. The company is a member-owned organization that serves independent pharmacies with group purchasing services, expert contract negotiations, proprietary purchasing tools, distribution services, and more.
An HDA member, PBA Health operates its own NABP-accredited (formerly VAWD) warehouse with more than 6,000 SKUs, including brands, generics, narcotics CII-CV, cold-storage products, and over-the-counter (OTC) products.
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