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

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

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9/30/2018 Mastering Your Message: Marketing to Get New Business NCPA 2018 Annual Convention Gabe Trahan NCPAs Senior Director of Store Operations and Marketing 1 9/30/2018 Learning Objectives 1. Identify your pharmacy strengths to craft

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NCPA 2018 Annual Convention Gabe Trahan NCPA’s Senior Director of Store Operations and Marketing

Mastering Your Message: Marketing to Get New Business

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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.

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About 1 in 9 People Changed Residences Between 2013 and 2014 About 1 in 9 People Changed Residences Between 2013 and 2014

WEDNESDAY, MARCH 18, 2015 That the danger of thinking everyone knows who and where you are. Like Someone Else.

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Never Heard of you.

  • Undecided. Convince me.
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What is the answer?

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Curbside Appeal Word of Mouth Marketing

Three ways to attract new customers:

%

10

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.

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There are no “Good News Fairies”.

Good customer service is expected rarely applauded.

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6/24/2017 3,726

In 2 ½ days

10,029

1,555 readers In 2 ½ days

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The New Word of Mouth

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Curbside Appeal Word of Mouth Marketing

Three ways to attract new customers:

%

10

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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

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 Delivery  Extremely Fast  Saved  Above & Beyond

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My 7yr old needed go to urgent care… Rebecca called me from her cell phone & asked if she could DELIVER the meds on her way home!!!! Stuck on I 80 and they stayed open late for

  • me. Best pharmacy in

the sate. Extremely Fast… are always looking to save me money!

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2015

http://www.jasperdrugs.com

J

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Contact and Find Is this you?

1 North Main St, Jasper, GA. 800- 893 -3333

Phone number. Store hours Invite to be your customer!

It’s easy to be

  • ur customer

Family Pharmacy

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Curbside Appeal Word of Mouth Marketing

Three ways to attract new customers:

%

5

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It’s the message!

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It’s not how many people can hear you … It’s how many you have convinced …

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Clever or Rich!

It would help to be both. Analytic Logic Language Reasoning Science Math Written Creativity Imagination Intuition Insight Music/Art Emotional Spontaneous

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Office Depot

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WE FIX $6 HAIRCUTS

  • Mr. Whipple

Don’t squeeze the Charmin 1964 to 1985 (500 ads) Flo Progressive Auto Insurance 2008 to 20??

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Broca’s area of the Brain!

Repetition & Your Brain

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Informative Compelling Amusing Brand Building Habit Changing Surprising Unexpected Simple

*40%

Change my habit!

*Duke University 2006

Our brains crave familiarity.

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“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.

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Will you help me in getting my child to take her medicine? Are you going to consult with me

  • r tell me to read the paper in

the bag? Do you have all the meds I need on hand today? Am I going to get the right medicine? How long will I have to wait? Will I find a place to park?

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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 drug store to the better?

It is all about me…

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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.

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It didn’t work.

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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,

  • ffering outstanding customer service,

prompt free home delivery, happily accepting most insurance cards, offering a huge variety of health and beauty care products, durable medical equipment, stunning selection of Greeting Cards and 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.”

We don’t believe YOU!!

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What are the compelling benefits of your ad?

Family Owned!

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Millennials, ages 18-34 in 2015

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Let’s make sure to tell them you graduated number

  • ne in your class!!!

Beware

  • f ads

that flatter you!

Who You Are What You Do

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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,

  • ffering outstanding customer service,

prompt free home delivery, happily accepting most insurance cards, offering a huge variety of health and beauty care products, durable medical equipment, stunning selection of Greeting Cards and 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.”

We don’t believe YOU!!

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Maybe it would be better if we added music!?

I saw you

  • n TV!
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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.

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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
  • f 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…
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your sign

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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

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BRAND IS MORE THAN A LOGO

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DAVY CROCKETT DRUG Crockett, TX, 75835

Owners James Martin & Carole Martin R.Ph.

Works annoyingly well.

Ryan

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LeeAnn Hampton & Leslie Lange owners of Paris Apothecary, Texas Jason Callicoat Marketing Director

I like to think

  • ur people invented

the word “neighborly”.

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Curbside Appeal Word of Mouth Marketing

Three ways to attract new customers:

%

20

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Hahira, GA Hahira, GA

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LOOK ALIVE! LOOK ALIVE!

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Roadside Billboard

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Reward

  • r

Attract? You are invited to my store.

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REWARD = Keep Attract = New

Stop and think before you place an ad or make a donation!

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TWO BUDGETS

1: Real Marketing

  • 2. Donations

Let’s give them something to talk about . . .

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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

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LOGO

Questions

Gabe Trahan

Senior Director of Store Operations & Marketing, NCPA

THANK YOU!

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