Why You Need to Personalize Your Pharmacy’s Brand (And How to Get Started)

Why You Need to Personalize Your Pharmacy’s Brand (And How to Get Started) by Elements magazine | pbahealth.com

Why should patients shop at your independent community pharmacy over CVS or Walgreens? Target or Costco? The other independent pharmacy down the street?

To you, the reasons may seem obvious. Maybe it’s your excellent customer service or friendly staff. Or, it’s your shorter wait times or convenient delivery service. Perhaps it’s the clinical services you offer.

But if you don’t convey these points of differentiation—and why they matter—to patients, they won’t see the value in choosing your pharmacy.

Now you’re probably wondering how to get potential patients’ attention and how to make sure your pharmacy stands out. That’s where brand personalization comes into play.

Learn why it’s important to personalize your pharmacy’s brand and how your pharmacy can better connect with patients.

Why brand personalization is important

For consumers today, the retail shopping experience is all about personalization.

When people choose to support one brand over another, they base their decision on the brand’s ability to stand out, engage them and connect with them on a deeper level.

In fact, 57 percent of U.S. consumers say they want stores to serve a higher function than simply selling a product, according to a June 2017 study by the Fashion Institute of Technology (FIT).

So, patients need to understand how your pharmacy can meet their specific needs and they need to feel like you truly care about their health and wellbeing.

For example, you can connect with patients who have trouble traveling on a more personal level by promoting the convenience of your pharmacy’s delivery service.

How to personalize your pharmacy’s brand

Get to know your audience
If you don’t know your audience, how can you possibly form a connection with them?

Identify your current and potential patients’ pain points, needs, likes and dislikes. Understand what’s important to them so you know how to position your brand.

For example, maybe you live in a community filled with parents with young children who live busy, active lifestyles. You could focus your brand’s message on quickness and convenience, and offer health and wellness solutions, such as nutrition counseling or a kids’ vitamin program.

Treat each patient as a market of one
You should only have one overarching brand message, but your products and services should help a wide range of people.

The key to brand personalization is catering your brand to each of your patients—even though they may not all have the same needs.

Let’s say your brand message is that you’re the friendliest pharmacy in town. How can you personalize that message to connect with different types of patients?

For example, a patient with three children may appreciate how kid-friendly your pharmacy is. Or, an elderly patient taking multiple medications may like when your pharmacist spends extra time reviewing possible side effects and drug interactions with her.

Show your personality
If you want to form connections with patients, your pharmacy has to show its human side.

People want to know that there’s a real person—or people—behind your brand. They want to know that you’re not just another retailer pushing a product or service for profit. They want to know that you genuinely care about meeting their needs.

This is especially true for your independent community pharmacy. You have a unique opportunity to set yourself apart from the national chain pharmacies and big box stores.

Decide who you want to be (fun, friendly, inspiring, honest, innovative, etc.) and build your brand around those traits.

Personalize your pharmacy’s brand to connect with more patients and continue growing your pharmacy business.

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Elements is written and produced by PBA Health, a buy-side solutions company.

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