How Can I Improve Our Marketing
Marketing a Pharmacy and Drug Store
The task of promoting a pharmacy and drug store has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
We recognize that the best pharmacy and drug store entrepreneurs tend to possess solid marketing skills. However, capable marketing is elusive for many leaders in this industry.
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. You'll also need to incorporate creativity, common sense, and flawless execution into your marketing routines.
Bundling
Messaging matters - but only to the degree that it communicates value to cost-conscious consumers. Bundling is a tried and true method for marketing value concepts. Instead of presenting buyers with a single product offering, you can combine multiple product offerings into a package deal. If you have never bundled before, take out word for it - most pharmacy and drug stores have the ability to bundle multiple products and services into a single offering that customers find appealing. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.
Staffing Expertise
Right out of the gate, you are going to have to make an informed decision about who will be responsible for marketing your product offerings and your brand. In practice, a large number of business owners simply assume the role of marketer-in-chief, squeezing even more responsibilities into their already packed schedules. As a way to improve performance and time management, owners of pharmacy and drug stores enlist the assistance of external marketing professionals. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Mailings
It makes sense for pharmacy and drug stores to participate in direct mail marketing tactics. Unlike other marketing tactics, direct mail has the potential for exceptional ROI, as long as the messaging is strong and your mailing list is targeted toward likely customers. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Are vendor-provided mailing lists worth the investment? We think so. But the real value is that the quality of the contacts contained in a premium mailing list can be the catalyst for long-term customer relationships.
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