Does your pharmacy have brochures available for new and existing patients?
If you answered no, it’s time to create one. If you answered yes, it may be time to evaluate the effectiveness of your brochure.
Capabilities brochures are brochures that communicate who you are and what you do. They’re so important when it comes to marketing your independent community pharmacy. Even current patients may not always be aware of all the services you offer, especially if the services differ from other pharmacies. A capabilities brochure is a simple way to remind even long-standing patients about everything your pharmacy offers.
Your capabilities brochure should be a well-designed piece of literature that explains exactly what you do. In it, you can advertise the programs you offer that differentiate your business from national chain pharmacies and other competitors. Another important aspect of using brochures is the ability to convey what your pharmacy can do to benefit current patients and provide value to new potential patients.
Here are a few tips on how to market your brochures to both types of patients.
Marketing to existing patients
When using brochures to market to existing patients, the key is to inform patients about the services they may not know you offer. It’s crazy how often a patient will say, “I didn’t know you did that!”
Remember, selling to people who already like and trust you is easier. When patients are loyal to your pharmacy and your brand, they’re more likely to be cross-sold on another product or service. Leave brochures on the counter in your pharmacy, and stick them in some of your patients’ prescription bags as a reminder.
If patients are considering referring their friends or family members to your pharmacy, make sure they have a brochure to hand out. This is a great way to introduce yourself to referrals and another opportunity to sell them on your pharmacy.
When a new patient comes to your pharmacy, make sure to always hand him or her a brochure. Just because someone visits once, doesn’t mean they’ll become a regular patient. You need to give them a reason to come back and convert them into a loyal customer.
Promoting to potential patients
When using brochures to attract new patients, you have to put in additional effort.
Be sure to attend as many health fairs and community events as possible, and get brochures into the hands of everyone you meet. Making connections with other health professionals and potential patients who attend these events will help spread awareness about your independent community pharmacy.
Another option to target potential patients is to obtain a mailing list to send your brochures out via direct mail.
Mailing lists are available for purchase and allow you to mail to a select target audience. When buying a list, consider what’s located around your pharmacy. For example, is there residential housing nearby? Then, try to obtain a mailing list of those residents.
You can also leave brochures in the lobbies of certain businesses. Take the time to stop into local businesses around your pharmacy that may allow brochure displays and get yours included. Research any other relevant facilities in your area where patients would benefit from your brochure and see if you can leave yours in the lobby.
Health care providers can also provide an untapped market of new patients for your pharmacy. Physicians want to be able to recommend the best service and most complete care possible to their patients. If physicians understand that you can provide more value for their patients, they’ll be more inclined to recommend your pharmacy. Make calls to local clinics and practices, and be sure to leave your brochures with them.
Aside from capabilities brochures, it’s also important to provide educational brochures for patients to build your credibility. Check out these 10 educational brochures we recommend stocking.
