What your pharmacy looks like says a lot about your business. One glance at your pharmacy and patients will likely determine whether or not they want to fill their prescriptions with you.
Visual cues allow us to make instant assumptions about a person, a home, or a business. Your current and prospective patients will use their sense of sight to gather a feeling about your pharmacy before they use any of their other senses. What is their sense of sight telling them about you?
Give your business a boost by positively marketing to your customers’ sense of sight. Here’s how.
Look at curb appeal
Take a cue from realtors. Think about the curb appeal of your pharmacy. What does a tatty, worn sign say about your business? You might be surprised by how much more foot traffic you’ll get in your store after you simply replace an outdoor sign or slap on a fresh coat of paint.
When considering your pharmacy’s curb appeal, also examine that logo on your storefront. Does it represent your business well? Sure, a mortar and pestle informs people that you’re a pharmacy, but what does it say about your business that makes it unique? Not much. It doesn’t show that your business is focused on compounding. Or, that your pharmacy plays a big role in the community, for example.
A pharmacy logo that optimizes your chance for business success will be specifically crafted for your pharmacy. It will illustrate what makes your business unique, and it will show patients why they should choose your pharmacy over a big box store or a national chain.
Layout and atmosphere
Bright colors, eye-catching signage, good lighting and a store layout that flows can all improve the look of your pharmacy—and boost your profitability. Patients who like the atmosphere of your store will likely come back, and tell their friends and family to visit.
First, make sure your pharmacy is free of negative visual elements. Clear your aisles of boxes and make sure your carpet isn’t stained. Check that the pictures and signs on your walls are straight, organized and professional. Line up and restock the merchandise on your shelves.
Then, consider what patients see first when they walk in your front door. More importantly, what do you want them to see first? Do you want your front end to catch their eye? Is your pharmacy counter the most important element? What about your DME section? Play up the areas of your store that you want them to notice with signs, prominent floor space and organization.
Many elements make up the overall look of your store. Step back and consider how visual changes, improvements or updates can help create a comfortable atmosphere at your pharmacy.
How’s your light?
You know that dim lighting makes a room feel dreary and unpleasant. So, why would you keep your pharmacy poorly lit? A pharmacy with ample light will improve the look of your store.
Good lighting helps create a comfortable environment. Senior patients will especially appreciate it. They’ll like that they can actually read the labels on their prescription bottles.
Not only does good lighting give patients a positive feeling about your pharmacy, but it might also prompt them to stay a little longer. Maybe they’ll linger in your front-end section…maybe they’ll talk with your staff a bit more. Either way, it can’t hurt your business for patients to stick around longer than usual.
You can even use lighting to “spotlight” a section of your pharmacy that you want patients to notice. Highlight the pharmacy counter with extra lighting overhead so patients will see your pharmacists at work and feel good about using your pharmacy. Or, illuminate your front-end section to draw customers’ eyes to it.
Paying attention to small details, like lighting, will help distinguish your pharmacy from the mass of competitors out there.
Marketing to the Senses Series
Learn more about each of the five senses and how they can improve your pharmacy marketing in our article series.
What Do the 5 Senses Have to Do With Marketing Your Pharmacy?
What Does the Sense of Hearing Have to Do With Marketing Your Pharmacy?
What Does the Sense of Smell Have to Do With Marketing Your Pharmacy?
What Does the Sense of Taste Have to Do With Marketing Your Pharmacy?
What Does the Sense of Touch Have to Do With Marketing Your Pharmacy?
