Marketing your Business
January 21, 2013
Marketing is not just about
putting out a brochure to offer
stock at the cheapest possible
price, and then deciding if the profit
from this outweighs the associated
costs.
Marketing should underpin any
strategy, to increase customer
traffic, enhance communication to
customers, as well as improve sales
techniques and business
development opportunities in your
pharmacy.
Essentially it's the process by
which businesses can communicate
with the consumer, create value,
and build stronger relationships - in
order to capture greater value and
profit from customers in return.
Before seriously embarking on a
marketing strategy, having a clear
understanding of who your
customers are, where they are
coming from, and knowing what
constitutes your customer
catchment area is critical to making
the best marketing decisions for
your business.
Marketing messages that are
relevant let people know your
business exists, where your
pharmacy is located, what services
you offer, as well as assist in
creating a perception of price and
value.
Effective marketing will attract
new customers to your store or
bring existing customers back.
When engaging in marketing
activities, remember to use a mix of
communication mediums -
different forms will appeal to
different people.
It's also worth speaking to your
retail support program to ensure
you're accessing the relevant data
to target your activities.
Finally, don't ever be afraid to
speak or communicate to your
customers.
And remember, there's no doubt
your competition is also out there
talking to your customers.
This week’s
contributor is
Richard Manthey,
National Manager
at Pharmacy Choice.
The above article was sent to subscribers in Pharmacy Daily's issue from 21 Jan 13To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 21 Jan 13
