Are you looking for new ideas to help you better market your independent community pharmacy?
Marketing is a crucial part of attracting new patients and retaining your existing ones. If you don’t effectively market your business, how will anyone know about the products and services you offer, the community support you provide or your exceptional customer service?
But it’s often hard for independent pharmacy owners and managers to spend time working on marketing their businesses. And, many of them are unsure of where to start.
We’ve compiled a list of 25 marketing tips to help you make the most of your marketing efforts.
1. Know your competitors
You can’t figure out how to beat your competition if you don’t know what they’re doing.
Keep an eye on competing pharmacies, including their websites and social media profiles, and research their product and service offerings to ensure you’re keeping up and staying innovative.
2. Be mobile-friendly
Mobile-friendly marketing strategies allow your patients to conveniently access the information they need about your pharmacy.
Focus on key mobile must-haves for your business, like your website, social media, emails and SMS notifications for refill reminders and prescription pick-up notifications.
3. Nurture relationships with current patients
While marketing to new patients is important, sustaining a connection with your existing patients will keep them loyal and encourage them to refer their friends and family.
Encourage patients to return to your pharmacy by making them feel appreciated, such as by sending out thank you cards or giving out exclusive coupons.
4. Set a marketing budget
Spend time creating a budget of what you’re willing to spend on marketing for the year. Think of your marketing costs as investments in your business, not as expenses.
The U.S. Small Business Administration (SBA) recommends setting a budget of 2-3 percent of gross revenues for upkeep marketing and up to 2-5 percent for start-up marketing.
5. Establish a brand
Your brand defines who you are and what differentiates your pharmacy from your competitors.
Before you start working on your marketing efforts, take the time to ensure you’ve established a strong brand.
6. Create a marketing plan
Without a well thought-out marketing plan and steps to reach your pharmacy’s goals, your marketing strategy can fall short.
Establish a marketing plan for the year to ensure you always save time in your schedule to work on marketing your business.
7. Gauge the results of your marketing
If you’re spending money on marketing, keep track of the results.
Be sure to measure your results through online marketing analytics, coupon codes or simply asking patients how they learned about your pharmacy.
8. Use seasonal marketing tactics
Seasonal promotions and annual celebrations are a great way to spread awareness about your pharmacy and boost your bottom line.
For example, create seasonal front-end displays or customize your pharmacy’s services, such as offering free blood glucose screenings during American Diabetes Month.
9. Connect with your community
Supporting your community can increase awareness about your pharmacy and help you earn support in return.
Consider sponsoring a local youth sports team’s t-shirts, for example. Or, create a front-end display that includes your area school’s fan gear.
10. Use good signage
People purchase items because they’re drawn in by the signage more often than you might think.
Use signs in your front end that will grab patients’ attention and help direct them to—and inform them about—the products at your pharmacy.
11. Keep online platforms up-to-date
If patients can’t find the correct information about your pharmacy online, they’ll likely choose to visit one of your competitors instead.
Make sure your social media accounts, website, review sites and Google My Business page are all updated regularly, so patients can easily find your pharmacy’s address, hours and contact information.
12. Use social media
Social media is a powerful marketing method that’s free (other than the time you put into it).
Post consistent content and engage in conversations with patients on your Facebook and Twitter pages to make your social media efforts more successful.
13. Recycle content
One you create a few promotions or marketing materials that work, keep those assets to use in the future.
For example, if last year’s holiday email marketing campaign was a success, re-use some of the content this year rather than designing an entirely new campaign.
14. Have an SEO strategy
Search engine optimization (SEO) can enhance your website’s placement on search engines, such as Yahoo or Google, making it easier for potential patients to find your business.
Create an SEO strategy and improve your pharmacy’s search ranking by using strategic keywords when writing website and blog content.
15. Promote your niche
Focusing on a special service you offer can help you stand out from the competition and make your pharmacy easier to market.
For example, if you offer a smoking cessation program, use your marketing efforts to highlight that program to set your pharmacy apart and attract new patients.
16. Run email marketing campaigns
Email marketing is a tried-and-true marketing technique that can help your pharmacy garner a larger patient base.
Focus on building a quality email list, creating email content that will draw in your patients and choosing the right call-to-action.
17. Don’t forget about traditional advertising
While digital marketing is becoming increasingly important, some of your patients may not have social media or email accounts.
Don’t forget to incorporate traditional methods, such as flyers and print advertisements, into your marketing strategy to expand your reach.
18. Give out coupons
Coupons are a proven method of generating interest for your pharmacy business.
Develop a distribution strategy that includes repetition and measure the coupon’s effectiveness by tracking how often they’re redeemed.
19. Use creative front-end displays
Many pharmacies struggle with using the same boring front-end displays year-round.
Get creative with your front-end displays and showcase the great products your pharmacy offers, such as home health care products, to drive more traffic to your retail area.
20. Upgrade your website
Make sure you’re consistently upgrading your website to enhance your pharmacy’s reputation as a health care expert and provide services, such as online refills, to make your patients’ lives easier.
21. Host contests
Contests are a great way to get your pharmacy’s name out there and to collect contact information from patients and potential patients.
Host a contest on social media where people can enter to win a gift card via Facebook. Or, invite patients to leave their business cards when they visit your pharmacy as a way to enter the contest.
22. Participate in community events
Participating in or volunteering at community events demonstrates that your pharmacy supports your community.
And, doing so gets your pharmacy’s name out there.
For example, sponsor a hole at a community golf tournament or set up a booth at a local 5K.
23. Partner with local businesses
Partnering with local businesses can boost awareness of your pharmacy, and your promotions can reach more potential patients.
For example, partner with a local dentist’s office. Ask the office to include coupons to your pharmacy in their giveaway bags and thank the business by posting a sign promoting its dental services in your pharmacy.
24. Start a blog
Blogs are powerful communication vehicles that are growing in popularity, and it’s easy to incorporate one into your website.
Just be sure to create content consistently. Include links to your pharmacy blog in your social media posts and email marketing campaigns to attract more readers.
25. Offer free health screenings
Offering free health screenings is a great way to attract prospective patients.
For example, offer free blood glucose screenings every so often. Not only does this service provide value to your patients, it also opens the door for you to introduce related products and services, such as your diabetes management program or supplementary diabetes products.
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