Making Connections, Developing YOUR Brand

Transcription

1 Making Connections, Developing YOUR Brand NCPA Re-Engineering Your Pharmacy Practice Boot Camp August 13th, 2016

2 Disclosures David Pope, PharmD, CDE is Chief of Innovation at Creative Pharmacist. The conflict of interest has been resolved by peer review of the slide content. Tripp Logan, PharmD is receiving an honorarium for this program. Tripp Logan is a board member of the NCPA Innovation Center. The conflict of interest was resolved by peer review of slide content. Ashley Branham is receiving an honorarium for this program. The conflict of interest was resolved by peer review of the slide content. Joe Moose is receiving an honorarium for this program. Joe Moose is a board member of the NCPA Innovation Center. The conflict of interest was resolved by peer review of this slide content.

3 Learning Objectives Articulate your pharmacy elevator speech. Create a plan to build relationships with other healthcare professionals in your area that can lead to opportunities for your pharmacy.

4 Enhanced Pharmacy Services Adherence Packaging Comprehensive Medication Review Immunizations Long-Acting Injectables Home Delivery/Home Visits Durable Medical Equipment Compounding Naloxone Dispensing Disease State Management Diabetes, COPD/Asthma etc. Health Coaching Lab Tests Point of Care Testing Smoking Cessation Nutritional Counseling Pharmacogenomic Testing Specialty Pharmacy Dispensing Collection of Vitals

5 Marketing is Everything! Marketing is one of the most important components of a successful business, especially for a service-driven business. Think of marketing as a medicine for treating hypertension You will need to plan your strategies, implement them, evaluate their success or failure, and then modify your plan until you get the results you want. LeAnn Causey. How to Make Clinical Services Your Business.

6 The 4 P s of Marketing Product Tangible goods, services, and information offered Price What is asked of customers in exchange for the product Promotion Communications designed to inform, persuade and remind customers about the product Place Manner, location, and ease of access to the product

7 What Do You Sell? A Product??? A Service??? NEITHER!! BENEFITS! Sell the Benefits! BENEFITS: What will your product or service DO FOR or GIVE TO your customer? NxLeveL Guide for Entrepreneurs-OHD 4-3

8 Marketing Determine your customer profile (user of your service) Determine your market area (geographics) Utilize marketing strategies that reach that target audience

9 The Opportunities Are the right services being provided by the right providers? Are there new services that patients could benefit from? Do new roles need to be developed? Do we need to educate providers/staff/patients on the roles of pharmacists? Are there any processes that can be eliminated? Assessing Your Practice. Godfrey et al. 10/2003.

10 For Your Business Plan - Marketing Should focus on segments of the market that your service(s) can serve best Details how the service(s) will be promoted to various users Considers the 4 P s of the marketing mix Includes promotional materials and strategies (e.g., brochures, cards, flyers) Promote your brand Develop promotional material Develop a 30-second elevator speech

11 Marketing Examples Logo (seen on letterhead, s, business cards, company website) Newspaper/radio/ website/ TV ads Local TV shows Direct mail In-store signage Bag stuffers Coupons Newsletters s Billboards End-cap displays In-store seminars Local health fairs/health events or seminars Physician offices Physician lunches Senior centers/community centers/day care centers Loyalty cards Social media (Facebook/Twitter)

12 Show John and Kurt Example ELEVATOR SPEECH

13 Know Your Demographics Patient Age distribution Percent female vs. male Top 10 conditions (priority helps) Top 10 prescribers Patient satisfaction Payer Mix: Percent insured vs. non-insured Every touch point with a customer is important. Even when medications are delivered or services are offered over the phone.

14 Promoting Your Brand: Pharmacy Website Design Your hometown pharmacy. make it easy. Expert service with a personal touch. Your hometown pharmacy. We make it easy. Expert service with a personal touch. Store Hours: Monday - Friday: 8 am - 7 pm, Saturday: 8 am - 2 pm, Sunday: 9 am - 12 pm H O M E A B O U T P R E S C R I P T I O N S A B O U T U S O U R S TA F F O U R I M M U N I Z A T I O N S Y O U R H E A LTH Store Hours: Monday - Friday: 8 am - 7 pm, Saturday: 8 am - 2 pm, Sunday: 9 am - 12 pm H O M E A B O U T P R E S C R I P T I O N S A B O U T U S O U R S TA F F O U R I M M U N I Z A T I O N S Y O U R H E A LTH About Our Pharmacy Welcome to Montpelier Pharmacy Thanks for visiting our website. We're proud to be an independent pharmacy committed to the good health of our patients. We combine the latest in computer technology, years of clinical experience, and good old common sense to provide our patients with the best pharmaceutical service around. We accept most insurances and have free prescription delivery 3 days each week, an innovative immunization program,and an extensive nonprescription section. We hope that this site provides you with helpful health information. COME VISIT US medicine-on-time.com A personal prescription system to help better manage your meds. LEARN MORE It's time for Flu Shots "We've given over 2000 immunizations and continue to expand our program...our promise to you is that we will continue to provide the best pharmaceutical care available." Learn More Listen to our latest radio ad School is back in session, children are together at play & study, and head lice should be a precaution. Hear More Ads Popular Topics Influenza Vaccines Other Welcome to Montpelier Pharmacy Thanks for visiting our website. We're proud to be an independent pharmacy committed to the good health of our patients. We combine the latest in computer technology, years of clinical experience, and good old common sense to provide our patients with the best pharmaceutical service around. We accept most insurances and have free prescription delivery 3 days each week, an innovative immunization program,and an extensive nonprescription section. We hope that this site provides you with helpful health information. COME VISIT US About Our Pharmacy "We've given over 2000 immunizations and continue to expand our program...our promise to you is that we will continue to provide the best pharmaceutical care available." Learn More Listen to our latest radio ad School is back in session, children are together at play & study, and head lice should be a precaution. Flu season is just around the corner and our pharmacy is here to help! Call for our flu shot schedule. Seasonal Flu Clinic: Call for Schedule FIND OUT MORE medicine-on-time.com A personal prescription system to help better manage your meds. LEARN MORE Hear More Ads Popular Topics Influenza It's time for Flu Shots Vaccines Other Flu season is just around the corner and our pharmacy is here to help! Call for our flu shot

15 Promoting Your Brand: Pharmacy Website Design incomparable selection of gifts and greeting cards. (/medicinebox/) Most importantly the website provides you direct contact to our team of pharmacists and health experts dedicated to aid your health and well being. Browse our website, read our blog, and feel free to contact us through , by phone, or come into one of our locations. Our experts are committed to finding the plan and regimen to help you live your best life. And don t forget to connect with us on Facebook ( Google+ ( u/0/ /posts), and Twitter ( to keep up with everything new and exciting happening at Dougherty s. Welcome to Dougherty's. Whether you re a longtime friend or walked in for the first time last week we re glad you ve connected with Dougherty s Pharmacy. Our website makes it even easier to stay connected. With just a few clicks you have instant access to the wide range of products and services we offer. Through the website you can refill your prescriptions, read health and wellness blogs penned by our experts, view our available home medical equipment and aides, and browse our memorable and! ( + ( Links to Social Media # ( About Us Who We Are (/WhoWeAre/) Our Pharmacists (/OurPharmacists/) Leadership (/Leadership/)

16 Collaborative Partner Identification Hospital Administrators Pharmacy Administrators Medical Staff Nursing Staff Compliance Office P&T Committee Billing Department IT Department Health Plan Representative Clinic Manager/Staff Laboratory Department

17 The MooseMAP Adherence Program Complimentary Program Improve patient health outcomes Improve pharmacy operation efficiency Features Synchronization Monthly Monitoring Comprehensive Medication Review Home Delivery

18 Delivery Menu

19 Measuring Success Are marketing strategies appropriate? Are educational materials sufficient for different populations? Are scheduling issues being addressed? Are patient outcomes being achieved? Are patients satisfied with the program? Are employees satisfied with the program? Is the program feasible to implement?