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Managing Your Non-Marketer Boss

Hilary A. Metheny, BBA

Stonegate Pharmacy

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Disclosures

• Hilary A. Metheny “declare(s) no conflicts of

interest, real or apparent, and no financial

interests in any company, product, or service

mentioned in this program, including grants,

employment, gifts, stock holdings and

honoraria.”

– The American College of Apothecaries is accredited by the Accreditation Council for

Pharmacy Education as a provider of continuing pharmacy education.

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Objectives

At the conclusion of this educational session, the

pharmacist and technician attendee will be able to:

• Define the job description of a pharmacy marketer.

• Describe the concept of metrics.

• Discuss the language of marketing.

Job Description of a Pharmacy Marketer

Your Job Description will give you:

• Foundation for the job listing.

• Clear-Cut guidelines for what to expect.

• A guide to justifying letting them go if you hit any

bumps in the road.

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Your Job Description Should Include:

• A summary overview of what the position entails.

• List of the job duties & responsibilities (usually in

bullet point list)

• Qualifications: skills, attributes, credentials,

experience and education level

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Think ahead…a new employee needs to be part of the long

term pharmacy strategy

And if you can visualize where you

want to be in 5 years or even in the

next quarter it will be natural to see

how a new marketer fits into that matrix

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Describe the Concepts of Metrics

How we measure our success……

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Marketing Plan

The first step to using marketing metric within your

pharmacy is a marketing plan……

• Key performance indicators that will show our

effectiveness!

• Having a great marketing plan is critical to its

success. You absolutely must do it before you

begin marketing.

• It’s not difficult or time consuming to write a

marketing plan.

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Execution • A great marketing plan is done to guide you in

your marketing activities.

• The plan helps you understand how each

activity works in synergy with your other

marketing activities and it ensures you give a

consistent message throughout.

• The real key to success in marketing is the

ability to execute the plan, working each activity

until you have attracted more clients than you

can handle.

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Track

Determine now how you will track sales

against the activities.

• Accountability Reports: The 5-15 Report

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Completed at the end of each week, the 5-15 should answer the

following questions:

1. What specific tasks did I accomplish this week

that will make the pharmacy more efficient and productive?

2. What is my #1 priority action step for next week that will

help me work smarter?

3. What management practice, operating philosophy or employee

problem needs to be fixed, changed or eliminated?

4. What is my #1 focus for personal behavioral change?

5. If I owned this business, what is the #1 change I would make

today?

Track Continued

• CRM Software – Customer Relations Management

* Organize contact information

* Download activity Reports

* Develop follow-up “To Do” list

* Should be compatible to pharmacy management

systems to download data

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Measure

• Monthly RX Volumes

• Profit fee per RX

• Monthly Revenue

• Monthly Profit

• Gross Profit Margin

• Daily RX Volume

• Daily RX Revenue

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The language of a Marketer

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What is a Marketer/What is a sales Person?

• A marketer is really a Sales Person…..You can be a

sales person without Marketing.

• A Sales Person can produce a much greater

success rate with marketing tools.

• Marketing tools are created through the trusting

relationship of the Pharmacist and the Marketer.

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Meeting in the Middle for Marketing & Sales

Pharmacist

• Develop service ideas

• Watch for therapy trends

• Teach your marketer

about medications,

dosages, routes of admin

• Have your marketer

shadow the art of

compounding

Marketer

• Research about the

unknown

• Keep up with

compounding in media

• Meet with compounding

techs and staff

• Utilize pharmacy

resources

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What would you add?

Pharmacist Marketer

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Let’s Be an Awesome Team!!

Questions?

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