NCPA Guerilla Marketing 10/4/2016 1 Guerilla Marketing For Community Pharmacy sponsored by...

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  • 10/4/2016

    1

    Guerilla Marketing For  Community Pharmacy sponsored by Independent  Pharmacy Cooperative

    • Bruce Kneeland is a consultant at Kneeland Services. The conflict of interest has been resolved by peer review of the slide content.

    Disclosure

  • 10/4/2016

    2

    • Utilize marketing principles to create a checklist for launching a new marketing effort.

    • Outline an effective cross-retail strategy to launch in marketing your pharmacy.

    • Implement new marketing strategies into your community practice.

    Learning Objectives

    The Road Trip Guy

    2006  Coast‐to‐Coast                   2013  The Best of The Northwest 2008  Lewis & Clark 2016   12 Amazing in Mid‐America 2010  Route 66

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    Guerilla vs Gorilla

    Spell Check

    Who Knows The Wall Drug Story?

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    The process of  identifying what  customers want or need  and then getting them  to know about, have an  interest in and purchase  it while generating a  profit.

    Marketing???

    Guerilla Marketing

    S.E.A.

     Simple

     Effective

     Affordable

    Philosophy, Attitude and Process               Not A Tactic

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    Pharmacy Marketing Litmus Test

    The Three P’s

    1. Practical 2. Profitable 3. Professional

    1. Curb Appeal

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    What’s The Connection?

    1965 Falcon

    1965 Mustang

    Is This Appealing?  Why?

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    What Happened Here?

    2. Clean, well lit and orderly

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    Daily Cleaning List

    Dust Shelfs Dust window ledges Wash windows Front and face  products Service photo kiosk Clean counters Sweep floors Clean credit card pad Etc. Etc. Etc.

    4 Kinds of Pharmacies

    Conventional

    Clinical

    Cute 

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    Crummy

    3. Dress Code

    No need to be fancy or expensive. Simply find something that fits your style.

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    4. Word-of-Mouth

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    When they get what  they expected      0

    When good,   3 – 5 

    When bad,     5 – 10

    You do the math

    The Word of Mouth Paradox

    People Talk Positively About: New  Different  Better  Bigger  Faster More Fun

    You Can Engineer Word‐of‐Mouth 

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    Exhibit A The Word of Mouth  Paradox

    Formal Customer Referral Program

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    Learning Assessment Time

    What Are  The Three P’s  In The  Pharmacy  Marketing  Litmus Test?

    Answer

    The Three P’s Are

    1. Practical 2. Profitable 3. Professional

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    5. New Move Ins

    When People Move;  You Lose!

    6 – 14% of Americans move each year

    • You loose valued patrons • New folks don’t know 

    your reputation • Most likely to go to 

    chain with BIG sign

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    How Many People Move Each Year – and Who Are They? By David Bancroft Avrick Over the past quarter century I’ve heard dozens of different statistics about the percentage of people that move every year. These guesstimates have varied from a low of 10 percent to a high of 25 percent. When people move, your database takes a hit. So let’s look at who moves and why. Using the information provided by the U. S. Census Bureau, let’s clear up the confusion and misinformation. Out of a population of 282,556,000 people, 40,093,000 moved. That’s an overall percentage of 14.19 percent annually. These 40-plus-million people break down as follows: 23,468,000 moved within the same county, 7,728,000 moved to a different county within the same state, 7,628,000 moved to a different state, and 1,269,000 moved to a different country. The percentage of population that moves, when broken down by age, varies considerably – from a low of 1.55 percent to a high of 17.84 percent. Not only does the number of moves vary by age, so does the distance of the move. Around 4 percent of those over the age of 65 will move to a new county, yet approximately 30 percent of those aged 20-29 will move to a new county. Because there are so many Americans, even a small percentage represents a large quantity of people. If you consider a move outside of the same county a “long- distance” move – there are 17 million annual long-distance moves, with over a million of these moves outside the country. The major new move activity takes place within the 18-34 year olds, with people in their 20s representing the highest concentration. Once people reach their 50s, their move rate is minimal. And in people over the age of 70, the move percentages are below 2 percent annually. Couples with young children are the most likely to move a long distance. As people get older, the percentage who move decreases consistently. There are two exceptions to this trend. When people reach age 65, there is an increase in both the percentage of moves, and distance of the move – this is likely due to retirement. When people reach age 85-plus, there is an increase in the percentage of moves, and a decrease in the distance of the move. This is possibly due to a move to an assisted living facility. There is also a difference between the sexes. In the 20-24 age group, 32 percent of females will move each year, yet only 28 percent of males. By the age of 30-34, the percentages are almost identical: 20.3 for females and 19.3 for males. By age 40 this reverses, with 11.28 percent for females and 12.26 percent for males. It is critical for a list owner to understand these statistics. You can see how quickly a mailing list becomes stale. Nearly 33 percent of the people who move do not report their new address to the U.S. Postal Service, the compiler of the National Change of Address (NCOALink) file. Because of narrow restrictions regarding the use of the

    Exhibit B How many people  move each year?

    5 Reasons To Advertise

    1. Stop loosing customers 2. Buy one more thing this time 3. Come back one more time 4. Generate Word‐of‐Mouth 5. Gain a “virgin” customer

    Make More 

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    Learning Assessment Time

    True or False

    Well satisfied  customer are likely  to tell 10 people  about your pharmacy

    False

    News of bad customer service reaches more  than twice as many ears as praise for a good  service experience.

    Source: White House Office of Consumer Affairs

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    6. Targeted Offers

    Weight Loss Program

    Marketing 1. Program 2. Forms 3. Place 4. Person 5. Price

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    Mothers

    Medication flavoring 

    Good PR and Good Medicine

    Lots of Babies 3,900,000 in 1947 4,317,000 in 2007

    7. Host Special Events

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    Host A Drug Take Back Day

    Have a  contest Work with  other  retailers to  donate prizes

    Involve local  day care  centers

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    8. Professional, Community and Public Relations

    Your efforts need  to be

    • Organized • Coordinated • Delegated • Tracked • Reviewed • Planned • Repeated

    Exhibit D 

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    Get Out Of The Pharmacy  and Meet Key People

    News paper coverage is not  all that hard to get

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    Exhibit C

    14 Tips for  getting a press  release

    Press Release Opportunities

    Plausible Ways to Get Featured In The Consumer Press

    Rule 1 – stop in to see them in their office a few times; bring gifts – hand lotion, fudge, etc. Rule 2 – pick up the phone and suggest/offer idea on any one of the things on the list below Rule 3 – keep track of who you met, called, what you said and what they said Rule 4 – call again but be pleasantly persistent, you are building a relationship Rule 5 – buy ads only if it makes sense for the ad, not for the PR

    1) Promotions and/or new hires 2) New location or major expansion of current location: planned and/or completed

    3) Meeting you attended/CE taken/key note speaker you met: what, where, when, key elements of mtg.

    4) Major new product, initiatives or services: travel vaccine, key new product line, diabetes counseling,

    etc. what, why, when, who

    5) Committee appointments by some association or civic organization; staff member retirement: who appointed, how selected, how long of term, personal background, role of cmte, etc.

    6) Awards bestowed or received on you or by you to staff member.

    7) White paper delivered or published, article published in major trade or consumer press, featured on

    TV/radio/newspaper in local market

    8) Milestones, records: 10 years