Pharmacist and Pharmacy Techician Learning Objectives 1. Identify - - PDF document

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Pharmacist and Pharmacy Techician Learning Objectives 1. Identify - - PDF document

Jan 12, 2023 127 likes •665 views

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

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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.

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Disclosure

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. 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.

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You can be Successful in Today’s Competitive Market

Brittany Sanders, Pharm.D. The Pharmacy at Wellington

Gabe Trahan, Senior Director, Store Operations & Marketing

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Across the street from Walgreens 2 Blocks from a Kroger Pharmacy

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Con Concepts from

  • m the

Ch Chain

  • Extended Pharmacy Hours
  • Depth and Breadth of

Selection

  • Drive Thru
  • Travel Vaccines
  • Delivery Services

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Saturday & Sunday Open: 9 AM to 9 PM

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Branding

  • Billboards
  • Hangtags on Doors
  • Direct Mailers
  • Advertisements in Hyper-

local Magazines

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SPANISH

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On Online Prese sence

  • Additionall information on

Services

  • Information About

Individuals

  • Linking with other

Businesses

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On Online Prese sence

  • Additional information on

Services

  • Information About

Individuals

  • Linking with other

Businesses

  • Working with Local Media

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Commu Community In Involv lvem emen ent

  • HealthFairs
  • School Carnivals
  • BINGO! Assisted Living

Facilities

  • Logo Wear at School and

Church Events

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Re Relationship Building

  • Volunteering at Health Clinics
  • Local Leads Groups
  • Sponsoring Ads
  • Drug Take Back Event

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Social Media

If Your Target Customer is There, You Need to be There!

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Sign up to our monthly email list …

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Consistency of Messaging

  • Logo on all Content
  • Consistent Color Scheme
  • Well-trained Staff

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No Nontraditional Ad Advertising

  • Utilizing online advertising

allows for more precise targeting of ad spend

  • Television – the smart way
  • GeoFencing

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Ov Over-The The-To Top

  • Video with internet as the

provider

  • Cost per thousand
  • Highly targeted demographics

possible

  • Examples Hulu, Sling TV and

WatchESPN

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39

Ge GeoFencin cing

  • Virtual Perimeter
  • Doctors, Clinics, &

Competitors

  • Affordable
  • Purchase Keyphrases

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Su Succe ccess i is P Pos

  • ssible
  • 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

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Like Someone Else.

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Never Heard of you.

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  • Undecided. Convince me.

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Curb Curbsid side e Ap Appea eal Word of Word of Mou Mouth th Marketin Marketing

Thr Three way ways t s to at attrac act ne new c w cust ustome mers: s:

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Curb Curbsid side e Ap Appea eal Word of Word of Mou Mouth th Marketin Marketing

Thr Three way ways t s to at attrac act ne new c w cust ustome mers: s:

% % % To Tota tal 100 100 %

75 75 20 20 5

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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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Curb Curbsid side e Ap Appea eal Word of Word of Mou Mouth th Marketin Marketing

Thr Three way ways t s to at attrac act ne new c w cust ustome mers: s:

%

10 10

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Good customer service is expected rarely applauded.

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The New Word of Mouth

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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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World Wide Web World Wide Web Print Print & Broa Broadca cast st Med edia ia Signa Signage ge

Thr Three W Way ays o s of Mar f Marketing ng:

%

?

%

?

%

?

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It’s Not What You Use!

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It’s What You say!

It’s not the media, it’s the message.

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It’s not how many people can hear you …

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It’s how many you have convinced …

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If it’s predictable, it’s

  • forgettable. . .

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Don’t confuse not being seen with being ignored.

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Clever or Rich!

It would help to be both.

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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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69

WE FIX $6 HAIRCUTS

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Br Broca’s area of the Brain!

Repetition & Your Brain

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Flatter Flatter In Inform

  • rm

Persua Persuade Bu Build Bran ild Brand

Four ur Ty Types o s of A f Ads: s:

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Family Owned!

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Who You Are What You Do

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Ask Them!

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We would never leave you high and dry.

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Call to Action!

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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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Reward

  • r

Attract? You are invited to my store.

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RE REWARD RD = = K Keep Attra Attract t = Ne New

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9

29

89

8

90

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M a k e

Northside

Y

  • u

r P h a r m a c y !

~El ~Elkto ton~

11

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High prices deludes trust…

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Pe Persona nal Care Pr Produc ucts

Mo Most Price Sensitive!

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Personal Health Impulse Seasonal Planned Blind Sensitive Pricing Strategy

S C I E N C E D A T A

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The Science of Zone Pricing

34.1% Margin 20.5% Margin 17.3% Margin $4.69 $6.69 $10.49

Prices used only as examples

$1.60 $1.37 $1.81 24ct 50ct 100ct

Blind Sensitive

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Price Parity

$4.69 $6.69 $10.49 $4.69 $6.69 $10.49

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Red Flag!

$4.69 $6.64 $10.49 $6.64

3 – 6 – 9 5 – 7 - 9

Pricing formulas:

  • r

0-1-2-4-8

Have gone to all 9’s

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ZONE 1 ZONE 2 ZONE 3 ZONE 4 ZONE 5 28.4% 34.2% 37.4% 40.1% 42.7% RETAIL GRP# RETAIL GRP# RETAIL GRP# RETAIL GRP# RETAIL GRP#

Ex Exam ample le of weig ighted averag age gross profit it.

Cruise Ship Prices Most Competitive Small Margin

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1 2 3

Two or more private labels.

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We We ha have even even lo lower pr price ices!

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Family Village

Pharmacy

Now With Even Lower Prices!

Family Village

Pharmacy

Now With Even Lower Prices!

Family Village

Pharmacy

Now With Even Lower Prices!

Family Village

Pharmacy

Now With Even Lower Prices!

Family Village

Pharmacy

Now With Even Lower Prices!

Family Village

Pharmacy

Now With Even Lower Prices!

Family Village

Pharmacy

Now With Even Lower Prices!

Family Village

Pharmacy

Now With Even Lower Prices!

Family Village Pharmacy

Now with even lower prices!

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WAIT! Be Patient!

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Cr Craft ft Yo Your Mes Message

Compelling Direct Mail Digital Sign Pricing Wait Time Consulting Delivery Drive-Thru Hours

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You can be Successful in Today’s Competitive Market

Brittany Sanders, Pharm.D.

Gabe Trahan

THANK YOU!

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