At APP there was a focus on the full scope of practice and the exciting changes in the pipeline for pharmacies. As a Pharmacist, your mind must be kicking into overdrive with considerations to prepare for this evolution. There is the training of your team, the stock ordering, the rosters and even a potential new consulting room etc.
We’ve been pondering how you prepare your patients.
Introducing a new service is not as simple as setting a start date. You need to be strategic and understand how to drive bookings. The level of effort on your promotional plan will be crucial in the success of any new service.
In this blog, we share insights into how to drive bookings for any new pharmacy services.
Build trust with your community
How many times have you heard from a patient; the flu vaccine gives me the flu? This old wife’s tale is a prime example of an obstacle a pharmacy might face when convincing the community to utilise its health services.
When you roll out a new service, brainstorm how you can gain trust with the community. This includes how to educate them on the health benefits for them and their family.
Our recommendation would be to embrace any resources from organisations such as the Pharmacy Guild to drive your message. Also, create a Q&A list and create content on answering any potential questions from customers.
Another key strategy would be to openly promote your team as Pharmacists. Whilst researching for this blog, we stumbled across the pharmacy full scope website where they have noted down some myths regarding full scope pharmacies. They went into detail about topics that might be causes for concern with the public. One of these “myths” was Pharmacists only have 4 years of training, which of course, they debunk and explain your extensive credentials as health professionals. As a marketer, one tactic I believe will have the most success with pharmacies, is pushing your expertise. So, as you roll out a new service, back yourself and explain why you are adept at providing your patients with expert care.
Introduce the service
This might sound obvious, but I do believe that sometimes it can be an afterthought. You can’t merely update your bookings on MedAdvisor and then sit back and watch the bookings roll through.
Just because you offer a service, doesn’t mean a patient knows this. So, you need to launch your services just like how Coco Cola would introduce a new flavour of Coke. Create flyers in-store, update your in-store TV advertising, create a page on your website, post on social media and send an email campaign. Also, reach out to other local businesses and community groups to spread the word. In other words, we need you to shout it from your rooftop!
Furthermore, before you introduce the service to your community, ensure your team are trained, understand the systems and lastly, identify any teething problems. The success of a service launch relies heavily on patient experience. So prep your team!
Consistent Messaging
Did you know that on average it takes up to eight touchpoints before someone purchases a product or books a service?
Therefore, with your services you need to ensure you have consistent messaging. As I say time and time again to my marketing module clients, one social media post or email is not going to change the world. You need to inform your customers consistently and when they’re ready (or perhaps they’re up to their eighth touchpoint) they will make a booking. A key tip when communicating to your customers is use language that they understand.
Utilise your loyalty program
Your loyalty program is such an asset to your business. This is because it contains information about your customers and allows you to reach them outside the four walls of your pharmacy. Therefore, how you use your loyalty program for to introduce services is crucial.
Set up campaigns within your loyalty program that includes both email marketing and text messaging. Inform your loyal customers of the new service and set up triggers throughout the year to remind them that you offer such services.
Another key benefit of your loyalty club is you have access to their buying behaviours. You can track what services and products they have engaged with. Leverage this data to contact the customers who will see the most value in your service offering.
Marketing isn’t all about selling! It is also to help you serve your community with their health needs.
As I write this blog, I understand that it might seem a somewhat “pushy” strategy for your patients. However, I want to reassure you that marketing is about communication and helping drive positive change for the community.
It is an exciting time for community pharmacies, changing for the better! These new services that may be rolled out around Australia will offer patients accessible health care and treatment for everyday conditions. Marketing will help your pharmacy introduce these services to your patients and help them understand how your pharmacy can support them with their health.