Close
Sign In
5 Surprising Pharmacy Advertising Strategies to Get Patients in Your Doors

5 Surprising Pharmacy Advertising Strategies to Get Patients in Your Doors by Elements magazine | pbahealth.com


October 4, 2017


This article expires today. Don’t miss out on your chance to learn proven pharmacy advertising strategies to gain more patients.

Just kidding. This article doesn’t expire.

But you wanted to keep reading didn’t you?

Advertisers often use people’s fear of missing out to persuade them.

And persuasion matters for your independent community pharmacy as much as any other business.

Over decades, advertisers have perfected the tricks to persuasion. A handful of them have proven effective no matter what the business offers.

Apply these proven pharmacy advertising strategies and you can get more new patients than you’ve ever had. (For real this time.) And, you’ll turn on-the-fence patients into loyal ones.


 

How to Apply Proven Advertising Strategies to Your Pharmacy

We’ve picked the best proven advertising strategies and detailed how to apply them to an independent community pharmacy. Get ready to attract new patients like an advertising pro.

Advertising Strategy 1: Social proof

Humans suffer from herd mentality. If a group of people endorses something, others will likely follow.

Real-life examples of herd mentality:

 

Social proof strategies take advantage of herd mentality by corralling the herd to a brand.

Social proof has proven so effective in advertising that it’s created a multibillion-dollar online industry. For a fee, companies will create thousands to millions of fake followers for a social media account or for online reviews.

People are especially likely to follow others when:

 

How to apply this advertising strategy to your pharmacy:

 

Advertising Strategy 2: Scarcity

You’ve probably seen a scarcity sales tactic.

For example, you go to book a super affordable flight online. The website says, “Five seats left.” And the page alerts you that two hundred people are looking for tickets on the same flight. You feel like you better buy the tickets right away or you’ll lose the seats.

Advertisers for airlines latch onto people’s overwhelming tendency to overvalue scarce products or services. And, almost every retail outlet online uses this strategy in some way.

When you paint your pharmacy or products as scarce, patients will want to get a hold of them.

But don’t worry. The idea isn’t to sell patients something they don’t need. You can use this strategy to help patients realize you offer something that can benefit them.

How to apply this advertising strategy to your pharmacy:

 

Advertising Strategy 3: Foot-in-the-door

The “foot-in-the-door” approach gives people a taste of what you offer for free or inexpensively. So they’ll realize its value and pay to keep it.

People are more likely to act when they stand to lose something than when they stand to gain the same thing.

This is the principle behind free trials. For example, HelloFresh, a meal kit delivery service, offers a free week of its meal kits. The company believes once someone tries their kits, they won’t want to return to life without them. People who wouldn’t have paid to try them will then pay to keep them.

How to apply this advertising strategy to your pharmacy:

 

Advertising Strategy 4: Anchoring

Anchoring is a famous negotiation tactic.

The strategy focuses on the idea that humans rely on the first piece of information they get.

Negotiators will start by asking for the highest possible rate (the “anchor”) so subsequent offers sound generous.

Advertisers have adapted this strategy in their own ways. Amazon and other companies will reveal the “regular” or “anchor” price to show you how much lower the new price is. Consumers are more likely to buy a $100 product originally marked $300 than one originally marked $150.

How to apply this advertising strategy to your pharmacy:

 

Advertising Strategy 5: Reciprocity

When someone does something for you, you’re likely to do something for them in return.

That’s reciprocity. Don’t believe it? Famous psychologist Robert Cialdini showed the power of reciprocity influencing the way people behave.

Reciprocity works in business relationships as well as personal ones. Patients who feel cared for by your pharmacy will want to return the favor with loyalty.

How to apply this advertising strategy to your pharmacy:

 

With these five pharmacy advertising strategies, you’re sure to win over new patients. Don’t miss out.


 

Want more pharmacy business tips and advice? Sign up for our e-newsletter.

Facebooktwittergoogle_pluslinkedinmail

Subscribe


Sign up for a FREE subscription to Elements magazine!

subscribe

e-newsletter


Sign up to receive the weekly Elements e-newsletter for bonus business tips and advice.

find out more

topics