Opening a pharmacy is one of the easiestpart about beginning your own pharmacy. The difficult part is attractingcustomers to your pharmacy and marketing your pharmacy the correct way so youare able to make customers.
So how should one market their pharmacies?Below we have compiled some key points based on the advice given byentrepreneurs and marketers on how you can market your pharmacy.
Pharmacy today is not just about going andgetting pills, according to the prescription. It also involves exploding yourlimits to mail-order pharmacies, to online services and developing either localpharmacies or chains. For each of these while marketing your pharmacy andattracting customers is good, you should also develop a rapport with thedoctors too.
The first thing you can do is to do asurvey of the area where you are opening a pharmacy. Get to know what medicinesare most demanded by patients or prescribed the most by doctors in that area.You can also have questionnaires filled or a suggestion box set up somewherethrough which people can tell which medicines they have difficulties finding intheir locality.
To get doctors to respond to you, youshould build a rapport with doctors. One of the best and most practical way isto build a partnership with the doctors when you open your pharmacy. You canstick all the medicines and equipments these doctors prescribe the most or usethe most. Another thing you can do is to offerservices that make your pharmacy easily accessible. For instance, taking onlineorders, delivering these orders to their homes or workplace as they require.You can also offer personalized educational programs like a dietary plan fordiabetics, weight loss guides, all of course in collaboration with doctors.
Another great way would be to offer thespecific medications that are required of the seasons. For instance, you canoffer flu vaccines in winters or falls. A good idea would be to also advertisethese special offers, vaccines, the educational programs and delivery servicesbroadly. You can resort to flyers or newspaper advertisements as you wish. Ifit is feasible then you can also let a small billboard or create a smallanimation advertisement for television or local radio to run for you.
Also, always stock alternative medicines tothe ones regularly used by the patients. You can also have doctor’s double check this list and approve it. Inthis way you will build a loyal patient database who will know that they willalways find medicines they need at your pharmacy. While these could behomeopathic medicines also, make sure you know the constituents too so nothingcross-reacts.
Lastly, you can also open small booths atfairs or at locations close to the hospital where you can brief about thedetails of your pharmacy, your services and offers. This will help directcustomers towards your pharmacy and while they might have ignored theadvertisements, this could help them.
Keeping these pointersin mind, it would be great to open your pharmacy and help in the marketing ofit!
* Supermarket News: Promotion, Marketing Key to Pharmacy, Clinic Profits;Dan Aliamo; 2008
* Centers for Disease Control andPrevention: Gateway to Health Communication & Social Marketing Practice
Written by: Dr. Aref Alabed