How to Make Advertising Pay Off for Your Pharmacy

Most pharmacy advertisements are never read. Why? Because they’re not meaningful to the reader.

Readers aren’t interested in what you do, but rather how they can benefit from it. Hence, an ad like “XYZ Pharmacy has been around for 23 years, offers you free delivery, and provides great service” will never be read.

Even putting your name at the top of the ad instead of a headline isn’t going to create any results. In fact, it can hurt you because it obliterates the opportunity to provide a meaningful headline, which is the majority of the reason an ad gets read.

Make your investment in advertising pay as well as your investment in anything else, and hold it accountable as you would any other investment. You wouldn’t invest in the stock market without expecting a return, so you shouldn’t invest in advertising without expecting one, either.

Notice this ad contains:

• An interesting headline based on a testimonial.
• The use of famous doctors’ names.
• A short explanation of how the product works.
• A guarantee.

These are the components of a successful ad, but the headline has the highest value. If the headline isn’t meaningful, then it and the rest of the ad won’t be read.

Don’t Waste Your Money

Advertising that isn’t read is a waste of time and money. You need to turn white space into selling space.

Don’t have the time or the training to do it? Find someone with the knowledge and expertise, especially in your field. The payoff can be tremendous because your advertising has a 4-fold mission:

• Increase store traffic and/or phone calls.
• Increase sales.
• Increase net profits.
• Build your brand.

This is the formula for a successful ad.

The Pharmacy Sage can be reached at (518) 346-7021 or Lester@ThePharmacySage.com