Disclosure. Guerilla Marketing For Community Pharmacy sponsored by Independent Pharmacy Cooperative

Transcription

1 Guerilla Marketing For Community Pharmacy sponsored by Independent Pharmacy Cooperative Disclosure Bruce Kneeland is a consultant at Kneeland Services. The conflict of interest has been resolved by peer review of the slide content. 1

2 Learning Objectives Utilize marketing principles to create a checklist for launching a new marketing effort. Outline an effective cross-retail strategy to launch in marketing your pharmacy. Implement new marketing strategies into your community practice. The Road Trip Guy 2006 Coast to Coast 2013 The Best of The Northwest 2008 Lewis & Clark Amazing in Mid America 2010 Route 66 2

3 Spell Check Guerilla vs Gorilla Who Knows The Wall Drug Story? 3

4 The process of identifying what customers want or need and then getting them to know about, have an interest in and purchase it while generating a profit. Marketing??? Guerilla Marketing S.E.A. Simple Effective Affordable Philosophy, Attitude and Process Not A Tactic 4

5 Pharmacy Marketing Litmus Test The Three P s 1. Practical 2. Profitable 3. Professional 1. Curb Appeal 5

6 What s The Connection? 1965 Falcon 1965 Mustang Is This Appealing? Why? 6

7 What Happened Here? 2. Clean, well lit and orderly 7

8 Daily Cleaning List Dust Shelfs Dust window ledges Wash windows Front and face products Service photo kiosk Clean counters Sweep floors Clean credit card pad Etc. Etc. Etc. 4 Kinds of Pharmacies Conventional Clinical Cute 8

9 Crummy 3. Dress Code No need to be fancy or expensive. Simply find something that fits your style. 9

10 4. Word-of-Mouth 10

11 The Word of Mouth Paradox When they get what they expected 0 When good, 3 5 When bad, 5 10 You do the math You Can Engineer Word of Mouth People Talk Positively About: New Different Better Bigger Faster More Fun 11

12 10/4/2016 Exhibit A The Word of Mouth Paradox Formal Customer Referral Program 12

13 Learning Assessment Time What Are The Three P s In The Pharmacy Marketing Litmus Test? Answer The Three P s Are 1. Practical 2. Profitable 3. Professional 13

14 5. New Move Ins When People Move; You Lose! 6 14% of Americans move each year You loose valued patrons New folks don t know your reputation Most likely to go to chain with BIG sign 14

15 How Many People Move Each Year and Who Are They? By David Bancroft Avrick Over the past quarter century I ve heard dozens of different statistics about the percentage of people that move every year. These guesstimates have varied from a low of 10 percent to a high of 25 percent. When people move, your database takes a hit. So let s look at who moves and why. Using the information provided by the U. S. Census Bureau, let s clear up the confusion and misinformation. Out of a population of 282,556,000 people, 40,093,000 moved. That s an overall percentage of percent annually. These 40-plus-million people break down as follows: 23,468,000 moved within the same county, 7,728,000 moved to a different county within the same state, 7,628,000 moved to a different state, and 1,269,000 moved to a different country. Exhibit B How many people move each year? The percentage of population that moves, when broken down by age, varies considerably from a low of 1.55 percent to a high of percent. Not only does the number of moves vary by age, so does the distance of the move. Around 4 percent of those over the age of 65 will move to a new county, yet approximately 30 percent of those aged will move to a new county. Because there are so many Americans, even a small percentage represents a large quantity of people. If you consider a move outside of the same county a longdistance move there are 17 million annual long-distance moves, with over a million of these moves outside the country. The major new move activity takes place within the year olds, with people in their 20s representing the highest concentration. Once people reach their 50s, their move rate is minimal. And in people over the age of 70, the move percentages are below 2 percent annually. Couples with young children are the most likely to move a long distance. As people get older, the percentage who move decreases consistently. There are two exceptions to this trend. When people reach age 65, there is an increase in both the percentage of moves, and distance of the move this is likely due to retirement. When people reach age 85-plus, there is an increase in the percentage of moves, and a decrease in the distance of the move. This is possibly due to a move to an assisted living facility. There is also a difference between the sexes. In the age group, 32 percent of females will move each year, yet only 28 percent of males. By the age of 30-34, the percentages are almost identical: 20.3 for females and 19.3 for males. By age 40 this reverses, with percent for females and percent for males. It is critical for a list owner to understand these statistics. You can see how quickly a mailing list becomes stale. Nearly 33 percent of the people who move do not report their new address to the U.S. Postal Service, the compiler of the National Change of Address (NCOA Link ) file. Because of narrow restrictions regarding the use of the 5 Reasons To Advertise 1. Stop loosing customers 2. Buy one more thing this time 3. Come back one more time 4. Generate Word of Mouth 5. Gain a virgin customer Make More 15

16 Learning Assessment Time True or False Well satisfied customer are likely to tell 10 people about your pharmacy False News of bad customer service reaches more than twice as many ears as praise for a good service experience. Source: White House Office of Consumer Affairs 16

17 6. Targeted Offers Weight Loss Program Marketing 1. Program 2. Forms 3. Place 4. Person 5. Price 17

18 Mothers Medication flavoring Good PR and Good Medicine Lots of Babies 3,900,000 in ,317,000 in Host Special Events 18

19 Host A Drug Take Back Day Have a contest Work with other retailers to donate prizes Involve local day care centers 19

20 8. Professional, Community and Public Relations Your efforts need to be Organized Coordinated Delegated Tracked Reviewed Planned Repeated Exhibit D 20

21 Get Out Of The Pharmacy and Meet Key People News paper coverage is not all that hard to get 21

22 Press Release Opportunities Plausible Ways to Get Featured In The Consumer Press Rule 1 stop in to see them in their office a few times; bring gifts hand lotion, fudge, etc. Rule 2 pick up the phone and suggest/offer idea on any one of the things on the list below Rule 3 keep track of who you met, called, what you said and what they said Rule 4 call again but be pleasantly persistent, you are building a relationship Rule 5 buy ads only if it makes sense for the ad, not for the PR Exhibit C 1) Promotions and/or new hires 2) New location or major expansion of current location: planned and/or completed 3) Meeting you attended/ce taken/key note speaker you met: what, where, when, key elements of mtg. 4) Major new product, initiatives or services: travel vaccine, key new product line, diabetes counseling, etc. what, why, when, who 5) Committee appointments by some association or civic organization; staff member retirement: who appointed, how selected, how long of term, personal background, role of cmte, etc. 14 Tips for getting a press release 6) Awards bestowed or received on you or by you to staff member. 7) White paper delivered or published, article published in major trade or consumer press, featured on TV/radio/newspaper in local market 8) Milestones, records: 10 years in business, 10 years in this location, filled 100,000 th prescription, served 10,000 patient, etc. 9) Anniversary, 1, 5, 10, 25, 50, 75, 100, of anything, company formation, major product line, key staff member, etc. 10) Significant new B2B account: big, unique, prestigious, fist in the state, region, etc. 11) Survey conducted, study commissioned or completed: annual trends, consumer preferences, etc. 12) Major national story about a recall, issue or change in the status of a healthcare product. Think Plan B judicial ruling contact press for background on the drug. 13) Charitable donation, event formed, participated in. Donated product to, sponsored scholarship program, etc 14) Anything else new, noteworthy, unique or interesting. Learning Assessment Time True or False 10,000,000 people move each year in the United States 22

23 False FOR IMMEDIATE RELEASE: WEDNESDAY, MARCH 18, 2015 U.S. Census Bureau reports mover rate remains stable at about 12% since ,000,000 X 12% = 38,000, per retail pharmacy 9. Special Orders 23

24 Special Orders The Underutilized Competitive Advantage Personalized service Build Loyalty Word of Mouth Extra Sales More Profits 10. High tech High touch Always Remember It s A People Business 24

25 Don t Forget The Phone Manners, Music & Messages Head sets Birthday Calls Antibiotic Reminder Calls Refill Reminder Calls MedSync Pre Fill Calls Foreign Language Etc.??????? 25

26 Targeted Patient Education Use What You Have 26

27 11. Cross Retail Promotions Cross Retail Promotion School store Day care center Free vitamin Program 27

28 Free Someone Else Equipment Release Form Contact info Follow up letter Person Provider Promote Bag clipper Poster Press Release Learning Assessment Time True or False A unappealing exterior makes no difference to word of mouth as long as you provide exceptional customer service 28

29 Personal Opinion Answer FALSE People may like and trust you but will be reluctant to recommend you if your pharmacy s exterior is unappealing 12. Employee Buy In Find and support a Noble Cause Health and safety Poor and needy Community Organization Veterans Etc. 29

30 Recognize, Reward and Empower Learning Assessment Time Multiple Choice Cross Retail Promotions A. Take almost no effort to implement B. Others will readily agree to participate C. Cost almost nothing unless they work D. Newspapers will cover the event for free 30

31 Answer C Coupons, gift certificates and other rewards shared by two retailer cost only when they are actually redeemed. I m Happy To Follow Up With You Return address Bruce Kneeland 1636 Addington Dr. Prescott, AZ BFKneeland@gmail.com 31

32 The End 32