Counseling patients, dispensing prescriptions and performing health screenings are all daily duties of an independent community pharmacist. Event planning isn’t usually one of them.
So, why would an independent community pharmacy owner, manager or pharmacist want to plan an event? A successful event, such as a health fair, customer appreciation day or flu shot clinic, can promote your pharmacy, gain the attention of new patients and keep current patients loyal to your pharmacy.
But without the right planning, an event can go awry. Here are seven foolproof tips to plan a successful event at your independent community pharmacy.
1. Determine the event’s goal
The first step to plan an event for your pharmacy is determining a purpose for your event. Why do you want to hold an event? How will it benefit your business? What’s the goal of the event?
Do you want to promote a new line of vitamins in your store? Would you like to offer rewards to loyal patients? Pinpoint a specific goal for your event. That way, you’ll have a set plan in mind of what you want to accomplish, so you can evaluate the event’s success.
2. Develop your budget
Unlike larger national pharmacy chains or big box store pharmacies, you likely don’t have a huge budget for events. Depending on the event, expenses can include advertising costs, food and beverages, paid speakers or vendors, and more.
It’s important to understand what’s within your limits, and how much you can afford to spend. When making purchases, only choose necessities. You may have to forgo some ideas, but developing a budget beforehand will help you stay on track.
3. Mark your calendar
It’s important to not only decide on a date and time for your event, but to give yourself ample time to plan. Aim at scheduling your event two to three months out. Also, be sure that your event doesn’t interfere with any other major events in the area, so patients will be sure to attend yours.
4. Delegate
Assess your pharmacy employees’ strengths and weaknesses and use them to help you plan the event. Is there an extroverted pharmacy tech you’d like to use as the master of ceremonies (MC) for the event? Or, do you have an intern who’s an expert on social media, who can help promote your event online? Assign your employees different tasks to lessen the burden of planning.
5. Find volunteers
Although your paid employees may be your main helpers, you may need to look outside your pharmacy for volunteers or venders for your event, as well.
For example, if your event is focused on nutrition, you could reach out to a local gym or a nutritionist. Partnering with companies in other industries in your community can be mutually beneficial, and can expose your pharmacy to new clientele.
6. Promote your event
Marketing your event may be one of the most important components to ensuring its success.
Promotion begins with creating a marketing plan. How much are you willing to spend on marketing? Where would you like to focus your marketing efforts? Who do you want to attend the event?
Simple ways to promote your event include utilizing social media, communicating with the media, or partnering with a local organization that can promote the event and maybe even split the bill for the event.
7. Be prepared on the day of the event
When the big day finally arrives, it’s important to stay clearheaded and focused. Your job is to make sure that all of your hard work goes as planned.
Dress well the day of the event. Be sure to remain accessible to your event attendees. And, most importantly, maintain a positive attitude. All of your hard work is finally complete.
Use these expert tips to make your pharmacy known as the go-to experts for health advice.
