Mastering the Message
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1 Mastering the Message Marketing for Your Community Pharmacy Gabe Trahan NCPA Sr. Dir. Store Operations & Marketing Date: Friday June 29, 2018 Copyright 2018, Cardinal Health. All rights reserved. CARDINAL HEALTH, the Cardinal Health LOGO and ESSENTIAL TO CARE are trademarks or registered trademarks of Cardinal Health. All other marks are the property of their respective owners. Learning Objectives Identify your pharmacy strengths to craft marketing messages that build on your capabilities. Discuss the merits of available marketing media. Discuss how to keep messages to the point and targeted for your audience. Copyright 2018, Cardinal Health. All rights reserved. CARDINAL HEALTH, the Cardinal Health LOGO and ESSENTIAL TO CARE are trademarks or registered trademarks of Cardinal Health. All other marks are the property of their respective owners. 1
2 Disclosure Gabe Trahan declares no conflicts of interest or financial interest in any product or service mentioned in this program, including grants, employment, gifts, stock holdings, and honoraria. Copyright 2018, Cardinal Health. All rights reserved. CARDINAL HEALTH, the Cardinal Health LOGO and ESSENTIAL TO CARE are trademarks or registered trademarks of Cardinal Health. All other marks are the property of their respective owners. WEDNESDAY, MARCH 18, 2015 About 1 in 9 People Changed Residences Between 2013 and 2014 That the danger of thinking everyone knows who and where you are. 2
3 Like Someone Else. Never Heard of you. 3
4 Undecided. Convince me. 4
5 What is the answer? 5
6 Three ways to attract new customers: Curbside Appeal Word of Mouth 10 % Marketing 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. 6
7 There are no Good News Fairies. Good customer service is expected rarely applauded. 7
8 1,555 readers In 2 ½ days In 2 ½ days 10,029 6/24/2017 3,726 8
9 The New Word of Mouth 9
10 Three ways to attract new customers: Curbside Appeal Word of Mouth 10 % Marketing 10
11 11
12 Average Number of New Patients Jan 180 Per Month in 2016 Feb 161 Mar 193 Apr 172 May 161 Jun 119 Jul 138 Aug 153 Sep 116 Oct 124 Nov 140 Dec
13 Delivery Extremely Fast Saved Above & Beyond 13
14 My 7yr old needed go to urgent care Rebecca called me from her cell phone & asked if she could DELIVER the meds on her way home!!!! Stuck on I 80 and they stayed open late for me. Best pharmacy I the sate. Extremely Fast are always looking to save me money! 14
15 J 15
16 Contact and Find Is this you? 1 North Main St, Jasper, GA Phone number. Family Pharmacy Store hours It s easy to be our customer Invite to be your customer! 16
17 17
18 18
19 Three ways to attract new customers: Curbside Appeal Word of Mouth Marketing 5 % 19
20 20
21 It s the message! 21
22 It s not how many people can hear you It s how many you have convinced 22
23 Clever or Rich! It would help to be both. Analytic Logic Language Reasoning Science Math Written Creativity Imagination Intuition Insight Music/Art Emotional Spontaneous 23
24 Office Depot 24
25 WE FIX $6 HAIRCUTS Mr. Whipple Don t squeeze the Charmin 1964 to 1985 (500 ads) Flo Progressive Auto Insurance 2008 to 20?? 25
26 Repetition & Your Brain Broca s area of the Brain! 26
27 Informative Surprising Compelling Amusing Brand Building Unexpected Habit Changing Simple Change my habit! *40% Our brains crave familiarity. *Duke University
28 Consumers sometimes act like creatures of habit, automatically repeating past behaviors with little regard to current goals. (*rewards) University of Southern California It s never about you. 28
29 Do you have all the meds I need on hand today? Are you going to consult with me or tell me to read the paper in the bag? Will you help me in getting my child to take her medicine? Am I going to get the right medicine? How long will I have to wait? Will I find a place to park? 29
30 Will you take the time to talks slower and clear? Will they have time to talk to me about my baby s medicine? Will we have to pay more? It is all about me How are you going to change my experience in a drug store to the better? 30
31 Don t confuse not being seen with being ignored. Roxanne Edwards Renown Photo Editor Words of wisdom. a photo, a chart or an illustration a must. 31
32 It didn t work. 32
33 ZAPPO ZAPPO ZAPPO ZAPPO We don t believe YOU!! Family Pharmacy has been family owned for over 25 years. For a quarter of a century Joe and his great team have been attending to the communities needs with prescriptions at competitive prices, offering outstanding customer service, prompt free home delivery, happily accepting most insurance cards, offering a huge variety of health and beauty care products, durable medical equipment, stunning selection of Greeting Cards and hard to find unique gifts all under one roof! Come visit Joe s Family Pharmacy, at the corner of Main and Oak streets. We have a smile waiting for you Open 8 to 5:30 Monday through Friday, 9 to 1 on Saturday and Closed on Sunday. 33
34 What are the compelling benefits of your ad? Family Owned! 34
35 Millennials, ages in
36 Beware of ads that flatter you! Let s make sure to tell them you graduated number one in your class!!! Who You Are What You Do 36
37 I ve got it! Let s put your kids in the ad! We don t believe YOU!! Family Pharmacy has been family owned for over 25 years. For a quarter of a century Joe and his great team have been attending to the communities needs with prescriptions at competitive prices, offering outstanding customer service, prompt free home delivery, happily accepting most insurance cards, offering a huge variety of health and beauty care products, durable medical equipment, stunning selection of Greeting Cards and hard to find unique gifts all under one roof! Come visit Joe s Family Pharmacy, at the corner of Main and Oak streets. We have a smile waiting for you Open 8 to 5:30 Monday through Friday, 9 to 1 on Saturday and Closed on Sunday. 37
38 Maybe it would be better if we added music!? I saw you on TV! 38
39 There is a secret ingredient to a healthy living. A powerful additive. The knowledge of your pharmacist. 10 Tips in creating a compelling commercial. 1. Clean your store! 2. No (obvious) actors. 3. Everyone is to dress professionally, even if they do not plan to be in the commercial. 4. Use music only to lead in and to lead out. Do not have your message compete with music. 5. Consider using a testimonial recorded live from a customer. 39
40 10 Tips in creating a compelling commercial. 6. In a 30 second commercial, focus on only one to three issues that you want to feature. 7. Use a variety of age groups for customers that you may have in the background. 8. Unless your family is part of the staff, keep them out of the ad. (Sorry) 9. Remember that the ad is not about you, but instead it is what you can do for the customer. 10. Finish with a call to action. Come visit us at 40
41 your sign 41
42 42
43 Call to Action! 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 43
44 BRAND IS MORE THAN A LOGO 44
45 45
46 46
47 Works annoyingly well. Ryan LeeAnn Hampton & Leslie Lange owners of Paris Apothecary, Texas Jason Callicoat Marketing Director 47
48 I like to think our people invented the word neighborly. 48
49 Three ways to attract new customers: Curbside Appeal 20 % Word of Mouth Marketing Hahira, GA 49
50 50
51 LOOK ALIVE! 51
52 52
53 Roadside Billboard 53
54 You are invited to my store. Reward or Attract? REWARD = Keep Attract = New 54
55 Stop and think before you place an ad or make a donation! TWO BUDGETS 1: Real Marketing 2. Donations 55
56 Let s give them something to talk about... What are you going to say? 56
57 Easy access to the Pharmacist. Respect your time. Willing to listen and explain. Accuracy RX checked 5 Times. Parking - Drive Thru Delivery Care + Pricing. Answer your vitamin questions. Support ctr. for those with diabetes 10 Steps to meet the pharmacist THANK YOU! Gabe Trahan Senior Director of Store Operations & Marketing, NCPA 57
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