Mastering Your Message: Marketing to Get New Business NCPA 2018 - PDF document

9/30/2018 Mastering Your Message: Marketing to Get New Business NCPA 2018 Annual Convention Gabe Trahan NCPA’s Senior Director of Store Operations and Marketing 1

9/30/2018 Learning Objectives 1. Identify your pharmacy strengths to craft marketing messages that build on your capabilities. 2. Discuss the merits of available marketing media. 3. Discuss how to keep messages to the point and targeted for your audience. Disclosure Gabe Trahan declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. 2

9/30/2018 WEDNESDAY, MARCH 18, 2015 About 1 in 9 People About 1 in 9 People Changed Residences Changed Residences Between 2013 and 2014 Between 2013 and 2014 That the danger of thinking everyone knows who and where you are. Like Someone Else. 3

9/30/2018 Never Heard of you. Undecided. Convince me. 4

9/30/2018 What is the answer? 5

9/30/2018 Three ways to attract new customers: Curbside Appeal Word of Mouth 10 % Marketing The Survey Showed Why They Were Lost : 1% died. 3% moved away. 5% were influenced by others to trade elsewhere. 9% were lured away by lower prices. 14% quit because problems were not adjusted satisfactorily. 64% quit because of perceived indifference. 6

9/30/2018 There are no “Good News Fairies”. Good customer service is expected rarely applauded. 7

9/30/2018 1,555 readers In 2 ½ days 10,029 6/24/2017 3,726 In 2 ½ days 8

9/30/2018 The New Word of Mouth 9

9/30/2018 Three ways to attract new customers: Curbside Appeal Word of Mouth 10 % Marketing 10

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9/30/2018 Average Number of New Patients Per Month in 2016 Jan 180 Feb 161 Mar 193 Apr 172 May 161 Jun 119 Jul 138 Aug 153 Sep 116 Oct 124 Nov 140 Dec 141 12

9/30/2018  Delivery  Extremely Fast  Saved  Above & Beyond 13

9/30/2018 My 7yr old needed go Stuck on I 80 and they to urgent care… stayed open late for Rebecca called me me. Best pharmacy in from her cell phone & the sate. asked if she could DELIVER the meds on her way home!!!! Extremely Fast… are always looking to save me money! 14

9/30/2018 2015 http://www.jasperdrugs.com J 15

9/30/2018 Contact and Find Is this you? 800- 893 -3333 1 North Main St, Jasper, GA. Phone number. Family Pharmacy Store hours It’s easy to be Invite to be your customer! our customer 16

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9/30/2018 Three ways to attract new customers: Curbside Appeal Word of Mouth Marketing 5 % 19

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9/30/2018 It’s the message! 21

9/30/2018 It’s not how many people can hear you … It’s how many you have convinced … 22

9/30/2018 Clever or Rich! It would help to be both. Analytic Creativity Logic Imagination Language Intuition Reasoning Insight Science Music/Art Math Emotional Written Spontaneous 23

9/30/2018 Office Depot 24

9/30/2018 WE FIX $6 HAIRCUTS Flo Mr. Whipple Progressive Auto Insurance Don’t squeeze the Charmin 2008 to 20?? 1964 to 1985 (500 ads) 25

9/30/2018 Repetition & Your Brain Broca’s area of the Brain! 26

9/30/2018 Surprising Informative Compelling Brand Building Amusing Habit Changing Simple Unexpected Change my habit! *40% Our brains crave familiarity. *Duke University 2006 27

9/30/2018 “Consumers sometimes act like creatures of habit, automatically repeating past behaviors with little regard to current goals.” (*rewards) University of Southern California It’s never about you. 28

9/30/2018 Do you have all the meds I need on hand today? Are you going to consult with me or tell me to read the paper in the bag? Will you help me in getting my child to take her medicine? Am I going to get the right medicine? How long will I have to wait? Will I find a place to park? 29

9/30/2018 Will you take the time to talks slower and clear? Will they have time to talk to me about my baby’s medicine? Will we have to pay more? How are you going to change my experience in a It is all drug store to the about me… better? 30

9/30/2018 Don’t confuse not being seen with being ignored. Roxanne Edwards Renown Photo Editor Words of wisdom. … a photo, a chart or an illustration… a must. 31

9/30/2018 It didn’t work. 32

9/30/2018 ZAPPO ZAPPO ZAPPO ZAPPO Family Pharmacy has been family owned for over 25 years. For a quarter of a century Joe and his great team have been attending to the communities needs with prescriptions at competitive prices , offering outstanding customer service , prompt free home delivery, happily We don’t accepting most insurance cards , offering a huge variety of health and beauty care believe products, durable medical equipment, stunning selection of Greeting Cards and YOU!! hard to find unique gifts all under one roof! Come visit Joe’s Family Pharmacy, at the corner of Main and Oak streets. We have a smile waiting for you. 802-444- 5678 Open 8 to 5:30 Monday through Friday, 9 to 1 on Saturday and Closed on Sunday.” 33

9/30/2018 What are the compelling benefits of your ad? Family Owned! 34

9/30/2018 Millennials, ages 18-34 in 2015 35

9/30/2018 Beware Let’s make sure to tell them you graduated number of ads one in your class!!! that flatter you! What Who You You Do Are 36

9/30/2018 I’ve got it! Let’s put your kids in the ad! Family Pharmacy has been family owned for over 25 years. For a quarter of a century Joe and his great team have been attending to the communities needs with prescriptions at competitive prices , offering outstanding customer service , prompt free home delivery, happily We don’t accepting most insurance cards , offering a huge variety of health and beauty care believe products, durable medical equipment, stunning selection of Greeting Cards and YOU!! hard to find unique gifts all under one roof! Come visit Joe’s Family Pharmacy, at the corner of Main and Oak streets. We have a smile waiting for you. 802-444- 5678 Open 8 to 5:30 Monday through Friday, 9 to 1 on Saturday and Closed on Sunday.” 37

9/30/2018 Maybe it would be better if we added music!? I saw you on TV! 38

9/30/2018 There is a secret ingredient to a healthy living. A powerful additive. The knowledge of your pharmacist. 10 Tips in creating a compelling commercial. 1. Clean your store! 2. No (obvious) actors. 3. Everyone is to dress professionally, even if they do not plan to be in the commercial. 4. Use music only to lead in and to lead out. Do not have your message compete with music. 5. Consider using a testimonial recorded live from a customer. 39

9/30/2018 10 Tips in creating a compelling commercial. 6. In a 30 second commercial, focus on only one to three issues that you want to feature. 7. Use a variety of age groups for customers that you may have in the background. 8. Unless your family is part of the staff, keep them out of the ad. (Sorry) 9. Remember that the ad is not about you, but instead it is what you can do for the customer. 10. Finish with a “call to action”. Come visit us at… 40

9/30/2018 your sign 41

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9/30/2018 Call to Action! WARNING! You can choose postal routes you want to target with interactive maps that provide key demographic information for marketing to a specific audience. MESSAGE 43

9/30/2018 BRAND IS MORE THAN A LOGO 44

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9/30/2018 DAVY CROCKETT DRUG Crockett, TX, 75835 Owners James Martin & Carole Martin R.Ph . Works annoyingly well. Ryan 47

9/30/2018 LeeAnn Hampton & Leslie Lange owners of Paris Apothecary, Texas Jason Callicoat Marketing Director I like to think our people invented the word “neighborly”. 48

9/30/2018 Three ways to attract new customers: Curbside Appeal 20 % Word of Mouth Marketing 49

9/30/2018 Hahira, GA Hahira, GA 50

9/30/2018 LOOK ALIV E ! LOOK ALIV E ! 51

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9/30/2018 Roadside Billboard 53

9/30/2018 You are invited to my store. Reward or Attract? 54

9/30/2018 REWARD = Keep Attract = New Stop and think before you place an ad or make a donation! 55

9/30/2018 TWO BUDGETS 1: Real Marketing 2. Donations Let’s give them something to talk about . . . 56

9/30/2018 What are you going to say? Easy access to the Pharmacist. Respect your time. Willing to listen and explain. Accuracy RX checked 5 Times. Parking - Drive Thru – Delivery Care + Pricing. Answer your vitamin questions. Support ctr. for those with diabetes 10 Steps to meet the pharmacist 57

9/30/2018 Questions LOGO THANK YOU! Gabe Trahan Senior Director of Store Operations & Marketing, NCPA 58

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