Is Your Pharmacy Still Your Community's Best Kept Secret?

Article

You have important information for those with chronic diseases, but how well do they know your pharmacy?

You have important information for those with chronic diseases, but how well do they know your pharmacy?

Even if you’re the most knowledgeable pharmacist, becoming known for your expertise is extremely challenging in today’s market. If you don’t, however, it can destroy your future and the legacy you may want to leave. That’s why marketing must be part of your total information system.

Every pharmacy has something that differentiates itself from the competition. Eventually, everything about your pharmacy should be different and superior, including its products, services, and even appearance. Everything you do should emphasize what’s different about your pharmacy, and that includes your marketing.

Advertising and marketing to your prospects is the only way they’ll know you’re concerned with helping them solve their most persistent health problems. Anything about your pharmacy should be secondary, except as it relates to benefits for them.

Being different is the right start, but it’s not enough. If you’re the best kept secret in your community, no one will know about your superior knowledge and capability.

For that reason, marketing is key. Your marketing should disrupt the marketplace by changing patients’ buying habits, competitors’ selling strategies, and physicians’ prescription writing habits so that you get what you want in your pharmacy. Everything about your marketing should help you develop a purposeful and disciplined disruption so patients are willing to drive past their current pharmacy and all other pharmacies in the area to come specifically to your pharmacy.

When you use marketing to its greatest advantage, you’ll stop being the best kept secret in your community.

For more information, please feel free to contact me at (800) 246-2130 or lester@thepharmacysage.com.

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