How you market your pharmacy is a big deal. You want to show your pharmacy’s strengths, but you have to use the right tone and timing. You also need to know the speed bumps that may come your way. Try to steer clear from marketing tactics from the past. Instead, get with the times and update the way you market your pharmacy. Here’s how:
Turn Off the TV Ads
Once upon a time, advertising on television drew in nearly everyone watching or listening. However, today’s viewer retention and interest have lowered. Instead of flipping through channels on the TV, they’re scrolling through social media. TV ads can be a pharmacy marketing failure that will do more harm than good for your bottom line. Instead, use social-media outlets to speak to your audience. Social media is the modern equivalent of TV ads. By utilizing some of the most popular social-media outlets—Instagram, Facebook, and Twitter—you will strengthen your independent pharmacy’s online presence and make it stand out to potential customers.
Google My Business is another great way to attract local foot traffic. It offers brick-and-mortar businesses a free online profile that’s added to Google Maps and search-results pages. With this, anyone looking for a local pharmacy can find you
Think Twice About Flyers
Sure, you can interact directly with potential customers by handing out flyers. Interacting one on one with potential customers is a valuable asset to sustaining a loyal customer base. However, it all depends on your community’s demographics. Though it would be best suited for rural areas with elderly populations, you can still get the word out about your independent pharmacy throughout your community by hanging them on bulletin boards in local coffee shops or grocery stores. Be sure your flyer is designed well and appealing to the eyes. Make your message clear and to the point, and don’t forget to include your website URL, social-media links, and QR code.
Renovate Your Old Website
With everyone and everything online nowadays, your pharmacy website is your one chance to make a good first impression. Your website is the representation of your pharmacy, so it needs to have a strong and clear message about your pharmacy. Pay attention to the design. You want to be ahead of the curve with the design on your website. Hire a website designer and let them know what message you want to convey. Then, let them do the rest.
Keep Your Branding Consistent
Consistent brand messaging can be tricky. Especially when you’re using different social-media apps. Just remember to approach social media as a billboard of sorts. It’s a way to enforce your pharmacy’s main brand message. Instagram, Twitter, and Facebook all focus on two different mediums: visuals and text. When posting to Instagram, be sure your posts are eye-catching with a variety of visuals that convey your pharmacy’s aesthetic. Do you have a color scheme for your pharmacy? If not, set one up and stick to it. Use it as a template for your social-media posts and the layout of your website. And don’t forget to focus on your pharmacy’s message. Be consistent with the message you put out there. The more consistent you are, the more memorable it will be with the people who see it.
Don’t be Lax on Marketing
Not having a marketing plan for your independent pharmacy is a recipe for failure. Your prime real estate is your social-media platforms. But if you’re uncomfortable posting to social media, at least go through with radio or TV advertisements. While outdated, it’s better than having no marketing plan at all.
As an independent business owner, it’s crucial to stay up to date when it comes to marketing. Your pharmacy will only be successful if people know about it. Excellent marketing and consistent brand messaging will educate your community on what your pharmacy is capable of. So, spread the word!
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.