What do you do when national powers and huge discounters invade your market? When the competition comes on strong, you use all your weapons (advertising, signs, social media, website, on hold messages, etc) to reinforce your strengths and point out the weaknesses of the competition. A waste of time? Not really, because if you don’t tell your customers what makes you better, you let your competition control the “conversation.”
In recent months New York City has been the new battle ground with big box discounters attacking local pharmacies. When one New York neighborhood pharmacy saw the chains moving into their Long Island City, NY neighborhood, it was time to regroup. They could no longer continue “business as usual.”A quick analysis of the competition revealed the “big box” advantages: they advertised lower prices, longer hours, larger selection, and convenience. But the well established, family owned pharmacy, within view of Manhattan, knew that their customers priorities, too: service, personal attention, hard to find items (cancer drugs, drug compounding, home delivery, veterinary prescriptions) and value (accepting both national and local insurance plans, copay discounts).
One hurdle was that customers didn’t know about all that the smaller Pharmacy had to offer. The perceived marketing power of CVS and Walgreens seems to be so overwhelming that all you can do is hope they don’t come to your neighborhood…but they will. The best time to work on your marketing is before they arrive, but once they open their doors, there’s no time to spare.
Social Media, Local action and On hold messages for pharmacies
The big box stores may use TV and Radio advertising, and lots of direct mail. Local pharmacies use lower cost Guerilla marketing techniques little have thrived. Websites, Facebook and other social media sites, blogging, local groups and events, and on hold messages.
How On Hold Messages have worked for pharmacies
In the case of the New York Pharmacy, their on hold messages consisted of six marketing messages designed to increase both long term loyalty and profitability. Their on hold messages were based on a comparative marketing matrix that identified strengths and weaknesses of the new competition. The on hold messages would have the most impact when kept updated, talking about their strengths, seasonal hot button problems, and customer feedback. The owners had originally seen their size as a disadvantage, but their smaller size also allowed them to react quicker and be more flexible. New posts on Facebook and Twitter, blogs addressing important customer concerns, and changing their on hold messages as needed gave them lots of chances to use new marketing ideas.
New competition, especially with national marketing power, can be scary. Guerilla marketing ideas that focus on long term profit (instead of short term discounting), and focus on customer needs (instead of sales goals) and personal service can make a difference, and today’s social media and on hold messages give you the tools you need reach your customers.