Page 22 - SUMMER 2017 The Voice Of Independent Pharmacy

FEATURE
MARKETING TIPS Planning is critical to the
success of any outreach
effort. Contact the NHO
FOR INDEPENDENT PHARMACIES sponsoring organization
several months ahead of
time to request up-to-date
information and materials.
(Contact information for
arketing is an important part of any business. In each month’s sponsoring
order to draw customers, you have to let them organization is provided in
M know what your business has to offer. each toolkit).
Competing with national chains is already hard enough,
but how do independent pharmacies show the community • Consider enlisting the help
the value of their business? From working with local health of a community partner to
professionals to educating the community, there are several help you plan and promote
your event.
ways to market both your pharmacy and overall health.
• Meet with those who will
be valuable in your event
coordination. To get start-
ed, sit down with poten-
tial partners, such as local
EDUCATE YOUR COMMUNITY businesses, local government
agencies, key leaders, orga-
nizations, and media part-
ners who share an interest
y educating your community on important health in the NHO.
matters, you can build an invaluable relationship
with loyal customers who will seek your advice, • Recruit volunteers, speak-
B and your business, in the future. ers, and community liaisons.
National Health Obser vances (NHOs) are special days, • Develop new or adapt ex-
weeks, or months dedicated to raising awareness about isting materials to distribute
impor tant health topics. Each National Health Obser vance at the event.
(NHO) presents an oppor tunity to educate the public, en- • Be sure to get them print-
ergize co-workers and community members, and promote ed and/or copied in advance.
healthy behaviors. The U.S. Depar tment of Health and Ser-
vices has provided handy toolkits for businesses that would • Conduct a run-through
like to par ticipate. Find a list of NHOs and more informa- before the event.
tion on how to educate your community on page 24.
22 | THE VOICE OF INDEPENDENT PHARMACY | SUMMER 2017
Develop a publicity and
media outreach plan.
Designate a media contact
from your planning team
and make sure they are
available to answer ques-
tions and follow up
on media requests.
• Start by creating a local
media list.
• Use local access television,
radio, newspaper, and com-
munity calendars to pro-
mote your event.
• Post event announcements
on your website. Encourage
your partners to post simi-
lar announcements on their
websites.
• Send a press release.
Engage the media by offer-
ing a spokesperson from
your organization or the
community.
• Post flyers or posters
throughout the community:
on bulletin boards at local
community centers, places
of worship, the library, post
office, local schools, recre-
ation centers, pharmacies,
stores, and businesses.
• Send flyers to each par-
ticipating organization for
distribution.
SALES AND PROMOTIONS
unning frequent sales and promotions are a great
way to attract new customers to your store and
promote your business. You might consider offer-
R ing discounts on over-the-counter medications
or giving away free, useful items such as reusable shopping
bags with purchase. Another idea is to host monthly or
quarterly health-related promotions like free health screen-
ings or gift card giveaways for flu shots. Allow customers to
sign up for direct mail or emails letting offering exclusive
discounts for medications and other items.
BUILD RELATIONSHIPS
f you haven’t already, foster relationships with customers
to make them feel valued and noticed. Make it a point
to ask if they have any questions, how their day is going,
I and make an effort to remember each one by name.
Consider sending holiday and birthday cards to frequent
shoppers, and provide special services, like home delivery
for elderly patients or moms with multiple children.
Get to know your local doctors, dentists, nurses, and other
healthcare providers in your community. Schedule time to
have someone from your pharmacy visit their offices, make
introductions and share marketing materials that outline the
services you offer. Referrals from other healthcare providers
are a powerful marketing tool and can help you generate
new customers. It’s important to keep the lines of commu-
nication open and continuously work to build and enhance
these relationships.
AMERICAN COLLEGE OF APOTHECARIES | ACAINFO.ORG | 23