IACPRx.org | Fall 2014 13 MARKETING MUST HAVES! by Lauren Onsa While flipping through the pages of my favorite lifestyle magazines I often come across “must haves.” After devouring them, I find myself magically at the register purchasing these items. Not always the same day, after all, I have some self-control! Why do we feel compelled to buy what someone tells us we have to have? I’ll tell you why it’s quite simple; we are searching for advice or inspiration. We want to know what’s trending, and we want to be in. No, I’m not talking about conforming necessarily. I’m talking about the need for direction. You can always put your spin on it, but the inspiration will give you a foundation to build upon. There are a lot of resources available on marketing. How do you know where to go for the right inspiration? If you were buying a new road bike where do you think, you would get the best advice? A large super store that sells thousands of products or a bike shop that specializes in road bikes. No brainer: the bike shop! When it comes to pharmacy marketing, the same thought process applies. The most useful inspiration will come from those who are out working in the field. Well, what do you know I just happen to be a Pharmacy Marketer. Hopefully, you’re sipping on your favorite beverage open to a little inspiration. Here are my five “Must Haves” for marketing your independent pharmacy. 1. A Marketer, obviously. No, I’m not trying to be silly here. A sales rep is not a marketer, but yes a marketer can often take on the role as a sales rep. Are you still with me? Having representation out in the field is crucial to growing your business, but let’s not forget about the whole picture. The sales rep is only one part. To have successful marketing, you need both internal and external components. Now it is up to the owner to decide if it will take multiple people to fill this role or just one. Your pharmacy may have a director of marketing and a separate sales team that work together to promote the business. Every business is different, but if there is a weak link in either component your marketing will struggle. Think about it this way; a pilot can’t land safely without the go ahead from the flight tower. You must have a unified front. What’s being communicated to your prescribers needs to hold truth back at the pharmacy. 2. Strong Communication. While it might seem like another obvious choice, but you would be surprised at how many marketers have poor communication with their pharmacist/ owner and vice versa. It’s not a coincidence excellent communication between two parties produces successful relationships. It’s easy to fall into your routine and forget what’s happening in the world around you. Especially for a Pharmacist. There is an enormous responsibly placed upon them. As a marketer, it is important to understand this notion. Make it a point to connect with your pharmacist on a regular basis. I am very lucky to have a pharmacist with an open door policy, but if you don’t have the same situation schedule a date and time. Put an equal responsibility on both parties, even if you meet for a short amount of time. It will give you a chance to get on the same page. 3. A Unified Staff. Personally I don’t know where I would be without these fine people. My pharmacy technicians and customer service representatives play a large role in my marketing success. Together we knock the ball out of the park, for they are my teammates. Whether you’re outside the pharmacy meeting with a physician or inside working on a new sign for the waiting room, your staff is behind you. They are the ones who see your marketing through. When I tell a physician my
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