Despite their differences, Granny Smith, Red Delicious, and Fuji are all apples at their core. And despite your differences, a local salon, an independent grocery store and your pharmacy are all small businesses at heart. And, many of the marketing strategies that work for them will work for your small business, too.
There’s no need to reinvent the wheel when it comes to the best practices for small business marketing. Instead, take a look at the approaches that already work for other small businesses, and see how you can incorporate those practices into your pharmacy’s marketing plan.
Put these five small business marketing strategies to work for your pharmacy.
1. Solicit and respond to feedback
Ask patients for their feedback about your services, products and other aspects of your pharmacy, and use their responses to better market your business.
Set up a comments box on your checkout counter and create a page on your website for patients to submit their ideas, suggestions or complaints.
Once patients share their feedback, respond as soon as possible. For example, if patients report that they always check your Facebook page for upcoming events, put more time and energy into promoting your pharmacy on social media, but if none of your patients have noticed your flyers in your community center, consider cutting your losses and posting your flyers at another location.
2. Cross promote with other small businesses
One advantage you have as a small business is a network of other small businesses in your area. By working together, you can help one another grow.
For example, if an independent grocery store sends a weekly newsletter, consider trading the store an advertisement in your newsletter if they reciprocate with an advertisement in theirs’.
Or, ask a local gift store to pass out coupons for a discount off your pharmacy’s front-end this holiday season, and you can pass out a flyer for their business to your patients, too.
3. Connect with your community
Community outreach is a staple marketing tactic for small businesses. It can build awareness and create word-of-mouth.
Focus your marketing efforts on promoting your pharmacy at community events. For example, instead of buying an advertisement in an area newspaper like any big box pharmacy can, consider sponsoring a local youth basketball team’s t-shirts. Or, you can promote your pharmacy’s selection of front-end local products by sponsoring a craft fair with the artisans who create those products. Include a sign that lets people know the products are available at your pharmacy.
Put your marketing dollars toward promotions that both raise awareness about your pharmacy and support your community. When you support your community, it will support your business. Plus, taking the time to show you care about your city, town or neighborhood is something most big box pharmacies can’t, or don’t do.
4. Use your available resources
Small businesses often have small marketing budgets, so they rely on other ways to grow their businesses, and your pharmacy can, too.
For example, instead of relying on expensive advertising campaigns to get new patients, reach out to area physicians one-on-one to let them know about the services and products you offer. Calling or visiting a physician is an inexpensive way to get more referrals and grow your business.
5. Play to your strengths
The best small businesses know what their niche is—and they stick to it. The craft brewery in your town doesn’t mix cocktails. It perfects, brews and serves only its signature beers.
At your pharmacy, it’s also important to play to your pharmacy’s central mission and strengths.
For example, if you serve a patient base that has a large percentage of people living with diabetes, focus on developing your diabetes product and service offerings and marketing your services to those patients.
Don’t waste valuable time, money and energy marketing outside of your area of expertise.
Once your bring new patients into your pharmacy, focus on turning those first time customers into loyal patients.
