You’ve probably been told that relationship marketing is beneficial to your independent community pharmacy. But, what exactly does it mean and how can you use this approach to your pharmacy’s advantage?
Relationship marketing in your pharmacy involves developing long-term, mutually beneficial relationships with patients. The idea is to foster patient loyalty in order to turn patients into repeat patients, making them more profitable.
Remember that you want to focus on attracting, maintaining and enhancing your relationships with patients rather than only catering to new, often one-time visitors. With patient care services becoming a growing trend for independent community pharmacies, relationship marketing offers the perfect opportunity to increase your profitability.
Here are some key concepts to consider for the success of your pharmacy’s relationship marketing efforts.
Identify your niche
In order to position your pharmacy to your patients and provide value, you have to first decide your niche focus. While you can provide typical pharmacy services, it helps to differentiate your business by becoming well-known in a specific niche, such as specialty, compounding and disease state management. Consider elements like demographics, buying habits, industry trends and competition in your area to determine what you want to specialize in that will benefit your patients.
Providing a niche service that potential patients may not be able to find elsewhere is an essential first step in forming a bond with patients. Not only are you caring for them by offering what they need, but you are also learning more about your patients, which in turn strengthens your relationship.
Establishing your niche can also help you realize the need for other similar services at your pharmacy that can benefit patients and increase your profitability.
Take a personalized approach
You may need to try a one-on-one approach in order to effectively implement relationship marketing. Target your marketing efforts at specific patients by promoting a product or service that will satisfy their individual needs.
It’s important to make sure you get to know your patients and be a good listener for this approach to work. For example, be sure to ask about and understand your patients’ conditions and previous health experiences.
The more you know about your patients, the easier it is to determine what needs have not yet been met, address any concerns and recommend specific products or services that will help to achieve treatment goals.
Focus on retaining patients
When you focus your marketing efforts on promotions like distributing coupons, offering seasonal vaccinations and free health screenings, you may only attract one-time patients.
By shifting to a relationship marketing approach, you can focus on offering patient care services, such as weight loss and smoking cessation. These types of clinical services will encourage patients to return to your pharmacy for multiple visits. And, it will be easier to sustain your relationships with patients and build your credibility and reputation.
Consider establishing a loyalty program for repeat patients to show your appreciation and solidify their status as long-term patients.
Take a longer-term view
Rather than viewing your initial meeting with a patient as a transaction where you need to close a sale, focus on simply establishing a relationship.
When you take the time to assess your patients’ individual needs, you can provide value by demonstrating what your pharmacy can do to help them. Profitability will follow from there.
For example, if your pharmacy specializes in smoking cessation programs, you can develop a very strong relationship with a patient who is new to the treatment process. Consider the positive effect your relationship will have on his adherence to the program, as well as your credibility and reputation. When patients successfully achieve treatment goals, they’re more likely to become life-long patients and provide referrals.
Check out these tips on how to develop and maintain mutually beneficial relationships with your patients.
