Does your pharmacy have a brand? When we think of “brand” we tend to picture a logo or the brand name of a product or service, such as Coca-Cola or Target. But a brand is more than just a logo and it’s more than just a name. A brand is how customers perceive the product or service. Customers tend to perceive Target as a more upscale and stylish store with affordable prices, for example.
So, how do patients see your pharmacy? Maybe you’re known as the friendliest pharmacy in town or the best at immunizations. That’s your brand. Maybe your brand stands for accessible health care. Your brand shows what makes your pharmacy unique. And everything else you do with your logo, store colors and store design can reinforce that brand.
Your brand helps communicate to new and prospective patients who you are and why they should do business with you. Build your brand and stand out from the competition with these five tips.
1. Stay consistent
Successful branding depends on keeping the visual elements of your brand consistent. Doing so helps maintain, and even strengthen, your pharmacy’s identity, so patients can easily recognize you. Don’t swap out the colors on your logo just for fun. Don’t change your brand’s message randomly. The words, images, colors and styles you set for your pharmacy all work together to promote your unique identity.
2. Promote your brand
Don’t forget to promote your pharmacy’s brand. Make sure your patients know what you stand for through consistent mailers, special offers, newspaper ads, radio commercials and more. Remind patients who you are, so they remember your pharmacy. At the same time, don’t promote your pharmacy as something it’s not. Stick with your brand message, whether that’s low prices, hometown service or community service.
3. Build relationships
Drive that all-important word of mouth by using your brand to build relationships with your patients. Let them know what makes your pharmacy unique. Talk to your patients face-to-face when they walk in the store, but also keep up with other forms of communication. Maintain your website and make sure it fits with your brand. Keep up with social media, like Facebook and Twitter, because that’s where many of your customers and potential customers spend a lot of time. Also, promptly answer patients’ questions if they email you.
4. Get your team involved
As part of your business, your staff plays a part in promoting your pharmacy’s brand. Make sure your pharmacy techs, pharmacists and other employees know the brand message that you’re promoting, and how to maintain that identity. Writing out your brand guidelines is a great way to keep your staff aware of your unique identity and what they can do to promote it. Include everything from the way your staff is expected to dress to the type of customer service you provide.
5. Stay up-to-date
While keeping your brand consistent is important, you also have to know when to make changes to keep up with the times. Your pharmacy business is constantly changing and adapting. So, don’t let your brand stay stuck where your business was 10 years ago. Whether you just need minor changes, like an updated tagline or a new color scheme, or if your pharmacy branding needs a complete overhaul, don’t be afraid to do so. It will make your business more valuable in the long run.
