10/18/19 1 Pharmacist and Pharmacy Techician Learning Objectives 1. Identify common industry branding themes. 2. Identify your pharmacy strengths to craft marketing messages that build on your capabilities. 3. Describe geotargeting and discuss how to keep messages to the point and targeted for your audience. 2 1
10/18/19 Disclosure Brittany Sanders, Pharm.D is one of the owners of The Pharmacy at Wellington. The conflict of interest was resolved by peer review of the slide content. Gabe Trahan is the Senior Director of Store Operations and Marketing with NCPA. The conflict of interest was resolved by peer review of the slide content. 3 You can be Successful in Today’s Competitive Market Brittany Sanders, Pharm.D. The Pharmacy at Wellington Gabe Trahan, Senior Director, Store Operations & Marketing 4 2
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10/18/19 Across the street from Walgreens 2 Blocks from a Kroger Pharmacy 9 10 5
10/18/19 Con Concepts from om the Ch Chain • Extended Pharmacy Hours • Depth and Breadth of Selection • Drive Thru • Travel Vaccines • Delivery Services 11 Saturday & Sunday Open: 9 AM to 9 PM 12 6
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10/18/19 Branding • Billboards • Hangtags on Doors • Direct Mailers • Advertisements in Hyper- local Magazines 15 16 8
10/18/19 SPANISH 17 18 9
10/18/19 On Online Prese sence • Additionall information on Services • Information About Individuals • Linking with other Businesses 19 20 10
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10/18/19 On Online Prese sence • Additional information on Services • Information About Individuals • Linking with other Businesses • Working with Local Media 27 28 14
10/18/19 Commu Community In Involv lvem emen ent • HealthFairs • School Carnivals • BINGO! Assisted Living Facilities • Logo Wear at School and Church Events 29 30 15
10/18/19 31 Re Relationship Building • Volunteering at Health Clinics • Local Leads Groups • Sponsoring Ads • Drug Take Back Event 32 16
10/18/19 33 Social Media If Your Target Customer is There, You Need to be There! 34 17
10/18/19 Sign up to our monthly email list … 35 Consistency of Messaging • Logo on all Content • Consistent Color Scheme • Well-trained Staff 36 18
10/18/19 No Nontraditional Ad Advertising • Utilizing online advertising allows for more precise targeting of ad spend • Television – the smart way • GeoFencing 37 Over-The Ov The-To Top • Video with internet as the provider • Cost per thousand • Highly targeted demographics possible • Examples Hulu, Sling TV and WatchESPN 38 19
10/18/19 39 Ge GeoFencin cing • Virtual Perimeter • Doctors, Clinics, & Competitors • Affordable • Purchase Keyphrases 40 20
10/18/19 Su Succe ccess i is P Pos ossible • Have a mindset for growth and find your own way in today’s market • Be intentional with your time and money • Tactfully target your marketing to attract your desired customer 41 42 21
10/18/19 Like Someone Else. 43 Never Heard of you. 44 22
10/18/19 Undecided. Convince me. 45 46 23
10/18/19 Thr Three way ways t s to at attrac act ne new c w cust ustome mers: s: Curb Curbsid side e Ap Appea eal Word of Mou Word of Mouth th Marketing Marketin 47 Three way Thr ways t s to at attrac act ne new c w cust ustome mers: s: Curbsid Curb side e Ap Appea eal 20 20 % Word of Mou Word of Mouth th 75 75 % Marketing Marketin 5 % To Tota tal 100 % 100 48 24
10/18/19 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. 49 Thr Three way ways t s to at attrac act ne new c w cust ustome mers: s: Curbsid Curb side e Ap Appea eal Word of Word of Mou Mouth th 10 10 % Marketing Marketin 50 25
10/18/19 Good customer service is expected rarely applauded. 51 The New Word of Mouth 52 26
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10/18/19 1,555 readers In 2 ½ days 10,029 6/24/2017 3,726 In 2 ½ days 55 56 28
10/18/19 Thr Three W Way ays o s of Mar f Marketing ng: World Wide Web World Wide Web ? % Print & Broa Print Broadca cast st Med edia ia ? % Signa Signage ge ? % 57 It’s Not What You Use! 58 29
10/18/19 It’s What You say! It’s not the media, it’s the message. 59 It’s not how many people can hear you … 60 30
10/18/19 It’s how many you have convinced … 61 62 31
10/18/19 63 If it’s predictable, it’s forgettable. . . 64 32
10/18/19 Don’t confuse not being seen with being ignored. 65 Clever or Rich! It would help to be both. 66 33
10/18/19 Analytic Creativity Logic Imagination Language Intuition Reasoning Insight Science Music/Art Math Emotional Written Spontaneous 67 Office Depot 68 34
10/18/19 69 WE FIX $6 HAIRCUTS 70 35
10/18/19 Repetition & Your Brain Br Broca’s area of the Brain! 71 Four ur Ty Types o s of A f Ads: s: Flatter Flatter In Inform orm Persua Persuade Build Bran Bu ild Brand 72 36
10/18/19 Family Owned! 73 74 37
10/18/19 What Who You You Do Are 75 76 38
10/18/19 77 Ask Them! 78 39
10/18/19 We would never leave you high and dry. 79 80 40
10/18/19 81 Call to Action! 82 41
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10/18/19 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 85 You are invited to my store. Reward or Attract? 86 43
10/18/19 RE REWARD RD = = K Keep Attra Attract t = Ne New 87 88 44
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10/18/19 11 ~El ~Elkto ton~ M a k e Northside Y o u r P h a r m a c y ! 91 High prices deludes trust… 92 46
10/18/19 Mo Most Price Sensitive! Pe Persona nal Care Pr Produc ucts 93 S Pricing Strategy C D Impulse Planned I A E Sensitive Blind T N Seasonal Health A C E Personal 94 47
10/18/19 The Science of Zone Pricing $10.49 $6.69 $4.69 Sensitive Blind 24ct 50ct 100ct 34.1% 20.5% 17.3% Margin Margin Margin $1.60 $1.37 $1.81 Prices used only as examples 95 Price Parity $10.49 $6.69 $4.69 $10.49 $6.69 $4.69 96 48
10/18/19 Red Flag! 0-1-2-4-8 $4.69 $6.64 $6.64 $10.49 3 – 6 – 9 Pricing formulas: or 5 – 7 - 9 Have gone to all 9’s 97 Exam Ex ample le of weig ighted averag age gross profit it. ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 28.4% 34.2% 37.4% 40.1% 42.7% RETAIL RETAIL RETAIL RETAIL RETAIL GRP# GRP# GRP# GRP# GRP# Most Competitive Small Margin Cruise Ship Prices 98 49
10/18/19 Two or more private labels. 1 2 3 99 We We have ha even even lo lower pr price ices ! 100 50
10/18/19 Family Village Family Village Family Village Pharmacy Pharmacy Pharmacy Now Now Now With Even With Even With Even Lower Prices! Lower Prices! Lower Prices! Family Village Family Village Family Village Pharmacy Pharmacy Pharmacy Now Now Now With Even With Even With Even Lower Prices! Lower Prices! Lower Prices! Family Village Family Village Pharmacy Pharmacy Family Village Pharmacy Now Now Now with even With Even With Even lower prices! Lower Prices! Lower Prices! 101 WAIT! Be Patient! 102 51
10/18/19 103 Consulting Wait Time Pricing Cr Craft ft Yo Your Mes Message Hours Delivery Drive-Thru Digital Sign Compelling Direct Mail 104 52
10/18/19 You can be Successful in Today’s Competitive Market THANK YOU! Brittany Sanders, Pharm.D. Gabe Trahan 105 53
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