As an independent pharmacist, it’s important to put yourself out there with marketing that captures the attention of your community. Marketing may not be in your comfort zone, but it’s a business necessity. Marketing your pharmacy is the best way to expand your customer base.
Don’t have the time to commit to all of the tasks that good marketing entails? No problem. But what you don’t want to do is search for the cheapest option. Instead, consider a third-party marketing agency. There are many to choose from, and while they’re not cheap, they can be a great investment. Here are some tips on finding the right agency for your pharmacy:
Check Them Out
If you’re not sure if a marketing agency is worth hiring, look at how they market their own business. Sign up to their mailing list and see what their emails are like. Compare their website to other agencies, and hop on their social-media pages. How well do they rank on Google under different search terms? Remember: you’re hiring an agency to represent your pharmacy. If you don’t like how they represent their own company, then they’re not for you.
How Involved Should You Be?
Once you find the right marketing agency for your pharmacy, let them know how involved you want to be. Maybe you want them to do all of the marketing; or maybe you just want them to be consultants. It’s up to you. There really isn’t a right or wrong approach. Many marketing agencies, however, do enjoy working with pharmacy owners who are at least involved at some level. You can also designate team members to help out. If you’re on a budget, simply communicate your wants and needs clearly. It’s your project, so decide how you want it to be led, and get started!
The Power of Data
Data is what good marketing relies on. Your data should guide your path and help you learn from all of your marketing efforts. You’ll be able to adapt and change based on real numbers. Be sure you understand the data your marketing agency will need and that you’re able to access it. By staying on top of things and regularly tracking changes, you’ll know how far you’ve come and where you want to be.
Customize, Customize, Customize
What are your overall goals with hiring your marketing company? A good marketing team will want to know, so don’t be afraid to tell them. They’ll understand all of the ins and outs of the independent pharmacy business, and they’ll know how to take your wants and needs and design a plan that works perfectly for your store.
There are a lot of marketing agencies available, and one of those are meant for you. Study up on a few that you’d like to check out, and be ready to tell them exactly what you want for your pharmacy. Then watch your pharmacy flourish!
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.