Marketing Techniquesthat Accelerate your Specialty Pharmacy Brand

“I know half my marketing works, I just don't know which half”

– Most Marketers

Marketing that Works

DEFINE YOUR BRAND

31% of US consumers prefer to purchase certain products because of brand advertising.

– Lab42

Define your Brand

• Not sufficient to just be a “Specialty Pharmacy”

• Differentiate from the pack

• Create “brand equity”

• Create “sticky” customers and employees

MAKE IT EASY86% of consumers quit doing business with a company because of a bad customer experience.

- HelpScout

Make it Easy

• Make yourself easy to locate

• Explain your offering clearly

• Make the process of doing business with you easy

• No “phone-tree hell”

GIVE CUSTOMERS A VOICE

“Customers don’t expect you to be perfect. They DO expect you to fix things when they go wrong.”

– Donald Porter, VP of British Airways

Give Customers a Voice

• Give multiple tools for feedback

• Don’t try to “game” feedback

• Negative feedback is OK – if you use it correctly

• Reach out to each responder

PASS THE “BLINK TEST”98% of all visitors will not return to your website.

Pass the “Blink Test”

• Create a compelling Call to Action (CTA)

• Explain your business succinctly

• Be visually engaging / don’t overwhelm

• Connect with visitors

LEVERAGE CONTENT MARKETING

“Traditional marketing talks at

people. Content marketing talks with them.”

– Doug Kessler

Leverage Content Marketing

• Create content with the customer in mind

• Leverage multiple content formats

• Repurpose content across multiple channels

• Commit to the content generation workload

ENGAGE WITH VIDEO

Engage with Video

• Keep it short

• Find a “hook”

• Don’t make it about you, if you can help it

• Content is more important than production quality

INVEST IN MOBILE

By the end of 2013, there will be more mobile devices on Earth than people.

– CISCO

Invest in Mobile

• Not just ego-driven marketing

• Improve adherence rates

• Improve profit by lowering operational costs

• Doesn’t need to be a full app

BUILD PERSONAS / HYPER-TARGET

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

– Peter F. Drucker

Build Customer Personas / Hyper-Target

• Isolate each customer type and identify key traits

• Uncover where they spend their time

• Target key media outlets where there is top ROI

• No mass-market advertising

Marketing thatDoesn’t Work

Banner Ads

You’re more likely to survive a plane crash than click a banner ad.

– Solve Media

PURCHASING EMAIL DATABASES

There’s no such thing as a good email list that’s for sale.

QR CODES“Simply open your phone’s browser and download the free app at gettag.mobi then follow the directions to scan or snap this tag to see the features.”

PHARMACY “JARGON”“If you can’t explain it to a six-year-old, you don’t understand it yourself.”

– Albert Einstein

In Summary

Stay Connected

Todd Speranzo, MBAVice President, Marketing

linkedin.com/toddsperanzo todd.speranzo@avella.com