• Develop a client profile.
Ask yourself what your most profitable client looks like and use this information when trying to acquire new customers. For example, what is the age or gender or income level of that customer? Do they own their own home or rent?
• Identify what you do best.
What do you do that sets you apart from the competition. Perhaps you offer free delivery service or one-on-one medication intervention advice. Do you have pharmacists that are active in your community?
• Describe some of the benefits you offer and why this is a benefit for a customer.
What do you do that directly benefits your cutstomer. Perhaps you do a comprehensive search for generics to be certain that your seniors avoid the "doughnut hole".
• Decide on the purpose of your marketing piece.
Are you trying to gain new customers or are you trying to build a loyalty program? Maybe your intention is to increase your health care provider referrals.
• Will you have a special offer.
What type of offer will you make to bring people into your store. This could range from money off a prescription to a free hand sanitizer during cold and flu season.What type of return do you hope to have from your marketing piece.Knowing how much you want to increase a part of your business will help you determine the size of the audience you will need to go to and the strength of the offer.
• Now act.
Don't wait for what you may think is the "perfect time". A successful owner is always growing his or her business.
Liz Tiefenthaler is President of Marketing at Pharm Fresh Media. Her clientele covers retail to health care as well as non-profits and business.
Pharm Fresh Media
1.877.32PHARM or 1.877.327.4276
5515 Catfish Court
Westport, WI 53597