pharmacist and pharmacy techician learning objectivesslides-2019.pdf · convince me. 45 46....
TRANSCRIPT
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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 WellingtonGabe Trahan, Senior Director, Store Operations & Marketing
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Across the street from Walgreens2 Blocks from a Kroger Pharmacy
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Concepts from the 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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Online Presence
• Additionall information on Services
• Information About Individuals
• Linking with other Businesses
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Online Presence
• Additional information on Services
• Information About Individuals
• Linking with other Businesses
• Working with Local Media
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Community Involvement
• HealthFairs• School Carnivals• BINGO! Assisted Living
Facilities• Logo Wear at School and
Church Events
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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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Nontraditional Advertising
• Utilizing online advertising allows for more precise targeting of ad spend
• Television – the smart way• GeoFencing
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Over-The-Top
• Video with internet as the provider
• Cost per thousand• Highly targeted demographics
possible• Examples Hulu, Sling TV and
WatchESPN
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GeoFencing
• Virtual Perimeter • Doctors, Clinics, &
Competitors• Affordable • Purchase Keyphrases
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Success is Possible
• 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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Curbside Appeal
Word of Mouth
Marketing
Three ways to attract new customers:
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Curbside Appeal
Word of Mouth
Marketing
Three ways to attract new customers:
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%
%
Total 100 %
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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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Curbside Appeal
Word of Mouth
Marketing
Three ways to attract new customers:
%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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6/24/20173,726
In 2 ½ days
10,029
1,555 readersIn 2 ½ days
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World Wide Web
Print & Broadcast Media
Signage
Three Ways of Marketing:
%?
%?
%?
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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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AnalyticLogicLanguageReasoningScienceMathWritten
CreativityImaginationIntuitionInsightMusic/ArtEmotionalSpontaneous
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Office Depot
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WE FIX $6 HAIRCUTS
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Broca’s area of the Brain!
Repetition& Your Brain
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Flatter
Inform
Persuade
Build Brand
Four Types of Ads:
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Family Owned!
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WhoYouAre
WhatYouDo
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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 or
Attract?
You are invited to my store.
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REWARD = KeepAttract = New
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929
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Make Northside Your Pharmacy!
~Elkton~11
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High prices deludes trust…
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Personal Care Products
Most Price Sensitive!
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Personal
Health
Impulse
Seasonal
Planned
Blind Sensitive
PricingStrategy
SCIENCE
DATA
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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: or
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%RETAILGRP#
RETAILGRP#
RETAILGRP#
RETAILGRP#
RETAILGRP#
Example of weighted average gross profit.
Cruise Ship Prices
Most CompetitiveSmall Margin
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1 2 3
Two or more private labels.
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We have even lower prices!
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Family VillagePharmacy
Now With Even Lower Prices!
Family VillagePharmacy
Now With Even Lower Prices!
Family VillagePharmacy
Now With Even Lower Prices!
Family VillagePharmacy
Now With Even Lower Prices!
Family VillagePharmacy
Now With Even Lower Prices!
Family VillagePharmacy
Now With Even Lower Prices!
Family VillagePharmacy
Now With Even Lower Prices!
Family VillagePharmacy
Now With Even Lower Prices!
Family Village Pharmacy
Now with even lower prices!
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WAIT! Be Patient!
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Craft Your
Message
Compelling Direct MailDigital Sign
Pricing
Wait TimeConsulting
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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