YOUR BUSINESS IN FLIGHT by Dave Manzer
News flash : small , independent pharmacies have brands that benefit from media exposure !
I bet you don ’ t typically think of independent pharmacies using PR to their advantage . Am I right ? And yet many of them have done just that for decades , and some quite successfully . Here ’ s what is worth knowing , which is that using smart , practical PR for small pharmacies today is more important than ever .
More and more consumers are looking to locally-owned pharmacies for their health and wellness needs . Many local pharmacies , however , have a real challenge allocating enough resources to get the word out about how they are a great alternative to chain stores and their standard cookie-cutter approach to health and wellness . In other words , how do you use PR in an efficient yet affordable manner so that more people recognize the value of staying with a small pharmacy where they aren ’ t simply a number ?
Main Fact : A majority of small pharmacies have little experience with PR .
Secondary Fact : Many small pharmacies may not realize the potential benefits an ongoing PR campaign can have on the business , from brand awareness to new customer traffic .
Reality : Most businesses will do that which is “ closest to the money ,” meaning they will invest in activities that they believe will result in fastest route to cash . Examples of these traditional marketing activities include newspaper inserts , direct mail , and yellow page advertising . The trap many small enterprises fall into is forgetting to add up the real costs of acquiring a new customer . Sadly , many traditional marketing methods end up costing a pretty penny when it comes to driving customers to the pharmacy .
Compounding Works : Just like in a pharmacy where compounding results in the right blend of medication to best treat the patient ’ s needs , an effective go-to-market strategy should reflect a unique combination of activities that reach the most prospective customers for the least amount of money . That ’ s precisely why PR should always be part of a small pharmacy ’ s “ marketing medicine cabinet .”
Next Steps : If you wait for the news media to come to you for news leads , you will be waiting a long time . You now need to formulate a plan for getting your pharmacy in the news , and begin to execute on a calendar that commits you to regular PR activities , just like you would send out emails or other marketing material .
Remember to be creative in what you promote , and always look for ways to tie your news to general news trends like allergy seasons or Breast Cancer Awareness month .
Determine the ways reporters and TV producers like to receive news tips : emails sent to a news-tip address , phone calls to the news desk , tweets , etc . Then once you start communicating , never stop , because you ’ re success depends upon how well you engage with the world around you .
Since nothing expands your reach quite like a flattering story in the local news media , the financial health of your pharmacy will be enhanced from positive news placements even as you improve the health and well being of the local community you serve .