As an independent community pharmacy, you already offer distinct benefits to patients that big box stores and national chains just can’t match. Promoting these advantages is key not only to maintain relationships with current patients but also to build new ones. And as competition grows fiercer, the ability to differentiate your pharmacy and attract new patients is more important than ever. Here are five steps to convince patients to switch to your pharmacy.
1. Target your audience
This first step is the most important in the process. Your efforts will fall short if you attempt to attract the whole community at once. The most successful way to attract new patients is to target a specific subset of the population. Maybe you want to attract seniors or parents with young kids? Contemplate what makes your pharmacy unique or desirable, and then create a profile of the ideal customer who would value those services. The more specific, the better.
2. Plant the seed of doubt
Once you establish your target audience, it’s time to enlighten them. The goal is to demonstrate how the pharmacy they currently frequent might not be the perfect choice. Then, you’ll need to make consumers aware of the alternative, your store, and emphasize how you differ.
One way you can do this is with signage, like a billboard, near a competing pharmacy that spotlights a facet of their business that you outshine. At the same time, run a promotion, like a coupon or discount, for referrals with current patients. This will generate positive chatter and show prospective patients how other community members value your pharmacy.
3. Draw them in
Next, pique the interest of those patients who, with a little help from your campaign, have recently realized their displeasure with their current service. Accomplish this with a direct mail campaign. You could use direct mail to showcase a valuable service you provide. For example, offer a free women’s hormone consultation to promote your bio-identical hormone replacement therapy service. Or, use direct mail to market a hefty promotion offered only to new customers, such as a $10 gift card if they transfer their prescription.
4. Play to your strengths
In all the marketing materials you choose to use (billboards, direct mail, flyers) make sure that you highlight your strengths more than you undermine the competition. While a little criticism might be necessary to get customers’ minds firing, harping on your competitor’s faults will come across negatively. Instead of dwelling on what others might lack, emphasize what your pharmacy can offer. Whether that is convenient delivery, compounding services, or a unique front end, your strengths as a business will make a compelling enough argument on their own.
5. Close the deal
When your target audience finally visits your pharmacy, follow through on all the promises you made in drawing them there. Did you highlight your superior customer service? Provide it. Did you endorse your specialty services? Deliver them. Receiving all the benefits that attracted their interest in the first place will reaffirm their decision to switch. And once the transition is official, try your best to make it permanent. Offer loyalty programs to retain and reward your best customers and banish second thoughts by striving every day to provide the best service possible.
A Member-Owned Company Serving Independent Pharmacies
PBA Health is dedicated to helping independent pharmacies reach their full potential on the buy-side of their business. Founded and owned by pharmacists, PBA Health serves independent pharmacies with group purchasing services, wholesaler contract negotiations, proprietary purchasing tools, and more.
An HDA member, PBA Health operates its own NABP-accredited secondary wholesaler with more than 6,000 SKUs, including brands, generics, narcotics CII-CV, cold-storage products, and over-the-counter (OTC) products — offering the lowest prices in the secondary market.
