It’s the most wonderful time of the year—especially for your independent community pharmacy.
The holiday season means a spike in sales, as consumers get in the holiday spirit.
But, bringing in extra revenue requires a holiday marketing strategy. Fresh marketing ideas and promotional events can help those holiday front-end sales grow. And, when new customers are shopping your front-end, they may have a good experience and choose to return for prescriptions and clinical services, like flu shots.
Here are seven ways to market your pharmacy this holiday season.
1. Promote special offers
Patients are likely flooded with offers from national chain pharmacies during the holiday season.
Remind your community that your pharmacy is another great spot to visit to get deals on the products they need. Be sure to emphasize the superior customer service your business provides.
Take a look at what your competitors are offering, and try to make your deal sweeter. And, market your promotion well so that patients are aware of special offers.
For example, launch a holiday direct mail campaign or post details about your offers on social media.
2. Offer gift cards
If you’re not offering your own pharmacy-branded gift cards, you’re missing out.
Gift cards boost your bottom line not only on the sale of the card itself, but on the potential revenue stream that stems from a non-patient receiving a gift card to your store.
And, with the holidays around the corner, many patients are looking for the convenience of gift cards to give to their family and friends.
You can promote gift cards by giving them out in small denominations to members of your patient loyalty program. Or, keep gift cards by the register to encourage impulse purchases. Additionally, include information about your gift cards in your holiday direct mail and email campaigns so people know they’re available to purchase.
3. Host an event
Hosting an event in your community is a great way to raise awareness and bring people into your pharmacy during the holiday season.
Team up with other local business owners in your neighborhood and organize a “shop local” day or special sidewalk sale. Or, participate in a holiday fun-run where you can get to know the people in your town and give away promotional items.
4. Give back to the community
The holidays are a season for giving, so why not give back to your community? After all, they’re the reason your business is what it is today.
Consider donating a percentage of all purchases made at your pharmacy to charity this season. Patients will appreciate knowing that their money is going to a good cause—and it may encourage them to spend more.
Or, host a food or clothing drive where patients can bring in donated items. Get patients involved by asking for suggestions on which organizations to work with. For example, Bartell Drugs, an independent community pharmacy chain in Washington, partners with The Salvation Army every year to collect toys for children in need.
5. Use social media
Social media is one of the easiest—and most effective—marketing tools you can use.
Post special promotions or community events on your pharmacy’s social media accounts to spread the word about what’s going on at your store this holiday season.
Create posts that include tips for patients to stay healthy during the holidays, or information on the beneficial patient-care services your pharmacy offers.
Consider running a contest on your social media pages to spark engagement. For example, allow patients to enter-to-win a special prize or gift card via their Facebook account.
6. Decorate your store
If you want your patients to get in the holiday spirit, you have to be in it, too!
Decorate your store for the holidays and encourage your staff to join in by making their uniforms holiday-friendly and being extra upbeat.
Include end caps that are holiday-themed and will grab patients’ attention as they browse your store.
7. Provide free treats
Everyone loves a free treat. And, when people are offered something when entering your pharmacy, it will positively influence their shopping experience.
For example, give out hot chocolate or coffee to patients when they visit your pharmacy. You could even hand out small gift bags with candy to everyone who makes a purchase.
Simple gestures like these go a long way, and help ensure patients return to your pharmacy.
Keep your patients happy and healthy this holiday season by promoting these health tips.
