It’s cheaper—and easier—to keep a current patient than it is to get a new one.
But in order to keep patients coming back to your pharmacy, you have to put just as much work into building patient loyalty as you do into getting new patients.
Here are five ways to cultivate patient loyalty at your pharmacy to keep patients coming back to your business for all their health care needs.
1. Membership programs
Make patients feel like part of the family at your pharmacy by offering membership programs.
If your membership program rewards are significant, consider charging a small fee for enrollment. The fee can be nominal, just a couple of dollars, but asking for a buy-in from patients will increase the program’s perceived value.
Membership programs also give you an avenue to market to patients. Send members a monthly newsletter or seasonal coupons to keep your pharmacy on their minds. These communications can spur more sales and the repeat brand exposure can encourage occasional patients to return to your pharmacy more frequently.
2. Future-use rewards
Offer patients rewards for future-use to encourage them to return to your pharmacy.
For example, hand out a gift certificate for your front end at the register, but be sure the gift certificate date doesn’t apply for another week or so. That way, patients will have an incentive to come back into your pharmacy when they normally wouldn’t.
Future-use rewards are a great way to increase the frequency of patient visits, and the gift will make patients feel appreciated.
3. Special event deals
Offer patients who are members of your loyalty rewards program special perks during all your events.
For example, if you’re hosting a weight loss class, open priority registration a few days early for program members, or consider reserving the first hour of your patient appreciation party for loyalty rewards program members only. Or, host an event just for this group.
They’ll feel special, and patients who aren’t enrolled in your rewards program will see the added perks of loyalty.
4. Freebie item
Occasionally offer patients a freebie item to encourage loyalty.
Give away greeting cards when patients enroll in your loyalty rewards program, or consider throwing in a travel size first-aid kit with a larger qualifying first-aid purchase. Or, just give a small, giveaway branded with your pharmacy’s information to all of your patients as a gesture of appreciation.
Regularly rotate your freebies so patients will be eager to come in to see what you’re giving away. Plus, patient will appreciate the gift, and they’ll be more likely to return to your pharmacy.
5. Special offers
Reward members of your loyalty rewards program with member-exclusive gifts, coupons or events to encourage loyalty.
Designate a specific day of the week or month and give loyalty rewards members some small perks. Rewarding loyalty will encourage patients to continue coming to your pharmacy, and also encourage new patients to join in the program.
Want another way to cultivate patient loyalty? Keep cash-paying patients coming back to your pharmacy with a prescription discount card program designed by you. Check out ScriptCard by PBA Health.
