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Brought to you by Digital Pharmacist™ How to Compete With Big Chains A 4 Part eBook Series Produced by RxWiki, Inc. Part 1/4 What are the Big Chains Doing? And what you can do to compete
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Brought to you by Digital Pharmacist™
How to Compete With
Big Chains
A 4 Part eBook Series Produced by RxWiki, Inc.
Part 1/4
What are the Big Chains Doing?
And what you can do to compete
What are the Big Chains doing?
How big chains took advantage of digital marketing and why you should do it too
Facing a company with over 8,000 drugstores and sales of $72 billion across the United States can be intimidating, but there are many ways to increase business. With a little bit of help, your pharmacy around the corner can have the firepower to go head-to-head with big chains.
So, what’s the best way to go about a battle strategy? Although it may seem counterintuitive, emulating some of corporate America’s marketing tactics is a great place to start.
Independent pharmacies can learn from the chains —
and then focus on differentiation by
emphasizing what makes independents unique and
special. - Cardinal Health
”
“
”
Big chains recognize the importance of digital marketing by creating a new division dedicated solely to developing their digital business. Since further developing mobile apps, social media and their websites, big chains found that customers who used online and mobile pharmacy services, spent 6X MORE than customers using in-store services alone. That’s a lot more revenue. How can you get in on the digital action? It’s easier than you think. With these 3 easy steps, you’ll be well on your way to a digital business that rivals that of a Fortune 500 company.
In today’s digitally enhanced, instant
gratification world, a digital presence is what customers
have come to expect and that is where big chains
have seen soaring success rates, benefitting both business and patients.
what are big chains doing continued…
Brought to you by Digital Pharmacist™
How to Compete With
Big Chains
A 4 Part eBook Series Produced by RxWiki, Inc.
Part 2/4
Got an App for That?
1. Why you need an app 2. Inside your app 3. Marketing your app
Why You Need an App
Everywhere you look, people are glued to their smartphones. The influx of fully equipped mobile devices has led to the feeling that we are entitled to any information, at any time, anywhere. Taking advantage of the digital revolution is quickly becoming the best way to attract business and keep current customers happy. Mobile apps are your best bet when it comes to cementing your spot in the digital marketplace.
Many small business owners don’t think they need apps, but missing out on a quality app means missing out on customers. If the pharmacy down the street has an app with refill capability and you do not, you’re at an immediate disadvantage. Mobile apps are no longer thought of as an added feature, but as an expectation when customers are looking to use a new business.
The numbers are indisputable. Smartphone technology is here to stay, and here are some facts to prove it:
-58% of American adults own a smart phone
-50% of smartphone users list downloading apps as their main activity
-The average American spends 2 hours and 21 minutes on their mobile device each day
-80% of time spent on a smartphone is spent in mobile apps
Knowing what to put in a mobile app is a challenge for most small business owners. The most important thing you can do when it comes to app content is to know your customers’ needs. Your app should represent what patients want from your pharmacy. This could include features like: ü Refill capability ü An easy way to call the pharmacy ü Easy access to information about the medication your patient is taking
Talk to patients before developing the app and keep the conversation going after its creation. Reaching out can ensure that your app is making the lives of patients easier.
Creating mobile apps can seem like an overwhelming process. You’re a pharmacist, not a web developer, and that can pose as a sticky situation when trying to make a quality app. An easy solution to getting an app that you will be proud of is partnering with a vendor that has already created an app that can be branded for your business . “Piggybacking” off of an established business can take the work out of making your app by allowing you to put your name on a proven product that is ready to go. See how RxWiki can do this for you here.
Inside Your App
The final product should be attractive and easy to use. Note that a good app can
help expand your business, while a bad app is simply an
ineffective use of time and money. Mobile customers
are better.
Marketing your App Now that you have a great app, it’s time to get the word out. Even the
best apps need to be marketed to customers to start making a difference in your business. Try some some of these marketing tips to get your patients downloading!
TALK TO YOUR PATIENTS Explain the App, how to use it, & all of the great
features included.
UTILIZE SOCIAL MEDIA Social media is an easy way to reach a lot of people.
Send out a few posts to let your paAents know about your pharmacy’s app
PROMOTE IN-‐STORE Flyers and posters can catch a customer’s eye and spark a download
Need help creating your App? RxWiki Digital Pharmacist can help you get started today! Find out more here.
Brought to you by Digital Pharmacist™
How to Compete With
Big Chains
A 4 Part eBook Series Produced by RxWiki, Inc.
Part 3/4
Is Your Pharmacy Social?
1. Finding the Right Social Platform 2. Standing out on Social Media
Finding Your Platform
The sheer number of active users makes social media sites an abundant ground for new clients. However, simply making a social media account will not bump the customer growth meter in the way most small businesses hope for. Creating an effective social media presence takes some work, but in the end can give your pharmacy tremendous returns for your effort. The first step to improving your social media game is deciding which platform is right for your business.
How do you choose which social media avenue is best? It’s entirely up to you! No two businesses are the same, so their social media strategies shouldn’t be either. There are hundreds of sites and each has something great to offer. Here are some tips to help you formulate your social strategy:
ü Start with social platforms you use personally and are familiar with
ü Speak to customers about the networks they spend most of their time on
ü Think outside of the box! Research all forms of social media, even the lesser known sites. A smaller social media network could have tools that are perfect for your business.
ü Quality over quantity. Social media is only effective if you have quality profiles. Don’t bite off more than you can chew by joining too many social media sites.
Social media is a conversation, not a monologue.
- Harvard Business Review “
”
You’ve found your perfect social media platform but how do you stand out among the hundreds of pages and profiles? The golden rule for social media is interaction. The most effective profiles involve a constant conversation between the business and the client.
Upping your engagement rates on social media calls for a little bit of creativity. If you don’t vary your content, it is likely your posts will be lost in a sea of meaningless pictures and words. Small businesses are appealing because of the way they care for customers. This level of care and commitment to patients should carry over into your digital marketing strategy. Play up your personality in posts to remind customers that behind your business is a group of individuals who care for the community.
Additionally, your page should get people talking. Incentivize clients to like the page by offering a discount, or tweet out a fun question that will get a response from patients. RxWiki has included features that allow patients to ask medical questions through social media. You can learn more about ‘Ask’ here.
No matter how you go about establishing your social media presence, remember that engagement is king. High activity on your pages not only promotes your business, but can give you keen insights on how to best address your patients’ needs.
Standing Out
Brought to you by Digital Pharmacist™
How to Compete With
Big Chains
A 4 Part eBook Series Produced by RxWiki, Inc.
Part 4/4
Have You Optimized Your Website?
1. Benefits of a Mobile-Responsive Website
2. Bumping up your SEO
Responsive Website Benefits What is a mobile-responsive website, and how can it help your
business? Creating a website with a responsive design means that no matter the device, your website automatically scales to the beautiful layout you intended it to be. That includes phones, tablets, and desktops, covering any medium your customers might be using to look at your website. A well designed website for mobile and tablet use is invaluable, and here are some reasons why:
User-Friendly
Having a mobile-responsive website allows customers to view all of the great features of your website on any device. Mobile-responsive sites are clickable and shareable, improving the mobile user experience and, therefore, your business. According to Google, if a user enjoys their mobile web experience, they are 67% more likely to use the service offered on the site. A mobile-responsive website is one of the best investments your business can make.
One URL
Separate websites for mobile devices and desktops means having two different URLs. This can get confusing for customers, often leading them to the wrong place. Make sure your patients can find you online, no matter what device they are using.
Lower Bounce Rate
If customers don’t immediately like what they see on a website, there is a 61% chance they will head to another site. Don’t let clients leave or “bounce” from your site because of the way it looks on a tablet or phone. Creating a mobile-responsive website will keep customers where you want them, and away from your competitor’s page.
Bumping up your SEO
Search engine optimization, or SEO, is the process of driving traffic to your site through search engines. Improving your SEO means higher rankings on search engine pages, making your business more visible to internet surfers. There are several ways to raise SEO, and creating a mobile-responsive website is one of the easiest.
For starters, Google prefers responsive website design. Having one website for all devices allows Google to more efficiently analyze your site. As the king of search engines, it’s important to listen to what Google says. Doing so could reward you with a coveted spot near the top of Google search results. Simplifying your website to one URL and lowering your bounce rate, both results of a mobile-responsive website, can also raise your SEO. The more that people come and stay on your website, the higher you’ll climb in the search engine ranks.
With over 50% of local searches performed on mobile devices, your local business can’t afford not to boost your SEO with a responsive website. Walgreen’s reported that 40% of website usage came from mobile devices, while 10% came from tablets. These numbers are likely representative of your customers as well. Creating a responsive website will satisfy your current customers, boost your SEO to find new clients, and most importantly, allow you to compete with the big chain pharmacies in your area. Want a low-cost, high-quality website? See how you can get one here.
