A common statement I hear from pharmacy owners is they do not see the value in focusing on local marketing. Look I understand, any business strategy must achieve tangible results. So, today rather than standing on my soapbox and waving the marketing flag, I will discuss a case study to prove that local marketing can work in your favour.
John and I work with different pharmacies as a part of our Pharmacy Mastermind program. One of these pharmacies have embraced their marketing plan, which they are seeing some exceptional results.
So, rewind to a few months ago when we initially caught up with said pharmacy, we chatted with the team about the data they presented us with. From an analytics perspective, we could see a real opportunity for growth. This was because they had a foundation to begin with; a captive social media audience, steady traffic to the website and a large database which housed customer’s email addresses. Together we mapped out the opportunities and created a plan which would mean that they were communicating to their audiences through the various channels above on a weekly basis.
The team went away and implemented what we had planned out. They started following the Peak content pillar methodology for social media, scheduling regular email marketing, and pointing links to their website.
One of the key metrics we track for all marketing channels is reach. This meaning, how much a piece of content has been seen by its audience. For example: post reach for Facebook is how many times it has been seen by someone on their feed.
The reason for tracking this metric is because creating awareness for your pharmacy outside its four walls is vital. I like to think of it this way, I am getting ready to book in for the moderna vaccine; do you think I would book the pharmacy I keep seeing throughout various channels? (my inbox, Facebook, down at the local footy club) or just a random pharmacy that is close to me? Psychologically speaking, I believe I would go with the first. These channels allow you to influence a customer purchasing decisions in their home. So, that’s why tracking how many people your content is reaching is important.
So, we had a look at this pharmacy’s analytics after they implemented their marketing plan and their reach really stood out. We could see growth for example, their social media engagement has doubled. Furthermore, for one month they had over 6,500 total reach for all channels. That meant that their content had been viewed over 6,500 times, I repeat SIX THOUSAND, FIVE HUNDRED times. Now, I want you to ask yourself do you believe this is worth their time? That in a month they were able to reach 6,500 people outside the four walls of their pharmacy. I believe yes.
As a part of the Pharmacy Mastermind Program, we also take a wholistic view of all data including customer numbers and GP$. In recent months since this pharmacy has been following a consistent marketing plan, that is being reflected in a growth of their GP$ and customer numbers.
I love marketing! Marketing can help pharmacies reach their patients and become their patient’s pharmacy of choice. When you have a plan in place, I can assure you that you will begin to see results. But just like anything it does require a level of patience and consistency.
This case study is one of the many I could have shared from our Pharmacy Mastermind members. When you’re a Pharmacy Mastermind member we work through all marketing opportunities for your pharmacy and devise a system for your team to follow. This program is perfect for a pharmacy looking for guidance and low on time. Why? Because we hold your hand creating the plan and then we also look at only the best strategies that are worth your time. We aim for every marketing activity to be as efficient as possible. Lastly, this only one facet of the program; we tackle many other exciting topics from your organisational chart, through to financials.
Let Peak Strategies help you build a marketing system that drives reach, increases customer numbers and most importantly, creates customer loyalty. You are just one program away from changing your pharmacy for the better.
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Written by our Marketing Manager, Sarah Rendell