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10/10/2017
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Simple, Effective and Affordable Marketing For Community Pharmacy
Bruce KneelandPharmacy Industry Consultant
Disclosure
Bruce Kneeland, Pharmacy Industry Consultant, is the President of Kneeland Service. The conflict of interest was resolved by peer review of the slide content.
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Learning Objectives
• Discuss market evaluation of store and community to facilitate and target store marketing efforts.
• Outline how to launch a marketing effort to increase traffic to the community pharmacy.
• Evaluate effective methods of measuring the success of individual marketing efforts in the pharmacy.
Introduction
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Objectives
1. Identity three key components of a marketing plan
2. Explain how various marketing initiatives can boost sales
3. Identify and then start measuring “other things” you to determine if your efforts are workingThis Photo by Unknown Author is licensed
under CC BY‐SA
The Marketing Buffet
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Have A Marketing Plan
This Photo by Unknown Author is licensed under CC BY‐NC‐SA
Things To Consider
Your passion, vision, area of expertise Be creative – try something new Know your competition Demographics Win over your staff Tap into some professionals Write it down and share with staff
What Is Marketing
The process of identifying what customers want or need and then getting them to know about, have an interest in and purchase it while generating a profit.
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Pop Quiz
Who can remember any one of the marketing plan considerations?
Why could that be helpful?
Think About The Babies3,900,000 in 1947 4,317,000 in 2007
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And…. The Kids
Think Multicultural
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Looks Matter, Neatness Counts
Looks Matter, Neatness Counts
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How Does This Happen?
Pop Quiz
Who here has had success with trying a new marketing approach such as:
1. A Facebook campaign2. Creative in store Point‐of‐Purchase 3. Networking with prescribers or referral
source?
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Think Health Care And PharmacyWeight Loss, Diet, Nutrition
30% of Rx’s I fill are for aliments associated with metabolic syndrome
Tim RedlineRedline Pharmacy
Provide New, More and Better Services
• HIV ‐ AIDS• Clozapine• MedSync• Diabetic Shoes• Nutritionals• Saliva Testing• Genomic Testing
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Strep, Flu, SalivaAnd Genomic Testing
Customer Relationship Management
Birthday Calls Targeted Messaging
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Build The Front End
5 to 10% of Sales
75 – 80% of your image
Make It Look InvitingClean Doesn’t Happen By Accident
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Use Your Tools
YourPOSCanHelp
OTC Compounding
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Medication FlavoringOne More Way To Improve Compliance?
Talk About What You Do
Store Brochure Service Offering Signs Screen For Drug
Interactions Phone Consult With
Physicians Negotiate with Insurance
Companies Co‐pay Cards
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DME Is Big BusinessTips for Success
Cash businessMerchandising matters
Knowledgeable support
Doctor DetailingDischarge Planer Detailing
Health Organization Not‐for‐Profit
Family Care GiverMarket Is HUGE!
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Healthcare Events
Why would they work with you – for FREE?????Mfg. RepsOptometristPodiatristAudiologistDentistsEtc.
The Iceberg Effect
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Capitalize on Unique Local Opportunities
Support A Local Group
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Management Adage
If you can’t measure it you can’t manage it.
What are some “other” things you might want to measure?
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Think Outside The Box
What else could you do that others post signs and say they won’t do?
No Drive Up WindowNo Problem
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Hire The Popular High School Kids
They Need Time Off ForSports, Drama, Etc.
They Are Personable They Are Dependable Their Families Come In Their Friends Families
Come In They Create “Coolness
Factor”
Have A Formal Customer Referral Program
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Build A Team
Find A Noble Cause
Health And Safety Poor And Needy Community Organization Veterans Your Turn???
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Build A Team
Measure Monitor Reward
Delegate and Empower
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Send Them Out ToMeet Others
Your efforts need to be• Organized• Coordinated• Delegated• Tracked• Reviewed• Planned• Repeated
Simple Works
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Have Them Use, Like and Recommend Your Private Label
Recommend Quality Products
Things you know work Compatible/complimentary
to treatment Not easily found at chain
stores High margin is a plus
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Special Orders
Build A Team
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Start With What You Have
46% 1 Pharmacy35% 2 Pharmacies20% 3 or more
55% have scripts filled elsewhere
Source: Boehringer Ingelheim 2016 Pharmacy Satisfaction Report n=32,669 people
Social Media Works Better For You Than For Chains, But……
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Social Media
Not FreeBut
Necessary
This Photo by Unknown Author is licensed under CC BY‐NC‐ND
What About Hiring A Pro?
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Or, Can You Grow Your Own
Promoted Tech
Joined Downtown
Produces Newsletter
Runs Contests
Visits Doctors
Help The Local Media
