Marketing a pharmacy in the age of increasing competition by “big box” pharmacy corporations is tougher than ever. The challenge is that pharmacy chains can move into a neighborhood and eat away at the “neighborhood pharmacy” by offering more selection, more convenience, and loss-leader pricing. The New York pharmacies we’ve worked with have all described how the national chains have invaded. Marketing a pharmacy against them, with their TV and print advertising, direct mail and national brands can be impossible for a New York area small family owned pharmacy.
What’s the secret to marketing a pharmacy?
According to an article by Pharmacy Development Services about marketing a pharmacy the answer has to do with “who cares” about you. It talks about becoming unique (using marketing consultant Seth Godin’s Purple Cow story). It talks about targeting key groups that appreciate the extra effort that a family owned pharmacy will make for their community.
Marketing a pharmacy means…
…you sell to the people who are listening. It means realizing that you can’t sell to everyone. But you can sell to those people who will listen if you have the right message. That’s true for any business. That’s what we’ve done for pharmacy owners from Nyack, NY to New York City: help them focus their message. When we’re marketing your pharmacy to the local population, we know that their customers who pick up the phone to call for advice or help are listening. That’s an opportunity for marketing a pharmacy to your best potential market: something that Informer Messages on hold are really good at.
Who’s your best potential market? You may not be marketing a pharmacy, but we’ll show you how the same principles apply. Ask about how we can help, by calling our New York Office at 212-355-6980. Nationwide call us at (800) 862-8896 for a free consult.