As an independent community pharmacist, you see your patients on a regular basis. You even know their occupations and their kids’ names.
But do you know what drives your patients to choose your pharmacy?
Consumers fit into distinct categories that determine:
- What businesses they visit
- The products they buy
- The services they use
Now’s the time to learn the types of patients who use your pharmacy. Get inside their heads and see what makes them tick. Because the better you know your patients, the better you can hone your pharmacy marketing efforts. And attract more business.
8 Types of Consumers You Need to Know to Improve Pharmacy Marketing
Take a look at these eight types of consumers. Identify which ones visit your pharmacy. Then, tailor your pharmacy’s products and services to them.
1. Innovators
These affluent consumers enjoy the finer things in life.
And they like to indulge in the newest ideas and technologies.
What they’re looking for: Upscale, specialized products and services.
How to identify them: These patients buy the most expensive over-the-counter (OTC) brands. And they like to try the new products everyone’s raving about—regardless of price.
2. Thinkers
As intellectual, well-informed individuals, these consumers like to know everything about everything. Especially when it comes to a product or service they’re interested in.
What they’re looking for: Practical, durable and functional products and services.
How to identify them: These patients ask a lot of questions before making a decision. They value a pharmacist’s opinion and prefer to buy a recommended product.
3. Believers
These conservative, traditional people care about their home and family. They also take part in community events. And they tend to be loyal customers.
What they’re looking for: Familiar products and established brands.
How to identify them: You know these patients by name because they keep coming back to your pharmacy. And, you probably run into them at community events.
4. Achievers
These status- and goal-oriented individuals prefer established, prestigious products and services.
But their commitment to their careers and family keep them busy. Their hectic schedules trigger them to choose timesaving products and services.
What they’re looking for: Established products and services that save time.
How to identify them: Always on-the-go, these patients try to multitask and hurry.
5. Strivers
Climbing the social ladder motivates this trendy group. Currently, they don’t have the means to achieve the social status they crave.
They measure success by money. These consumers make impulsive purchases—when their finances allow—to show off their desired social status.
What they’re looking for: Stylish, upscale products and services.
How to identify them: These patients buy a mixture of top-brand and low-cost products. They spend money keeping up their appearance. But they may choose more affordable products at your pharmacy.
6. Experiencers
This energetic bunch craves variety.
Experiencers keep up with the latest fashion, technology and social trends. And, they’re willing to spend money on them.
They get excited about new products and services. But they can quickly jump to the next fad.
What they’re looking for: Trending products and services.
How to identify them: These in-the-know patients sport the latest fashions and carry the newest gadgets. Each time they shop your pharmacy’s front end, they try a new product.
7. Makers
These practical, self-sufficient individuals sport a do-it-yourself attitude.
Not fans of material possessions or new ideas, makers base their buying decisions on simplicity.
What they’re looking for: Simple, functional products and services.
How to identify them: These patients get in-and-out of your pharmacy. They don’t linger. They want to find what they need on their own. And, they choose generic products to get the job done for a fraction of the price.
8. Survivors
With few resources, these individuals focus on meeting their needs. Not their desires.
Survivors are cautious with their money. They show loyalty to favorite brands but base their buying decisions on cost.
What they’re looking for: Budget-friendly products and services.
How to identify them: These patients always shop your pharmacy’s discount sections. They want to hear about sales you’re running. And, they use coupons when possible.
Make sure your pharmacy targets the right consumers. So you can improve your pharmacy marketing.
RELATED: Are You Making These Pharmacy Marketing Mistakes?
Want more pharmacy business tips and advice? Sign up for our e-newsletter.
