Consumers receive countless messages from businesses asking them to sign up for something, purchase something or learn more about something. So, how can your pharmacy’s communications cut through the clutter and make an impression on potential patients?
You need to find surprising ways to grab patients’ attention and stand out from the dozens of other advertisements they see every day.
Here are five ideas your pharmacy can use to grab potential patients’ attention.
1. Showcase your differences
Set your pharmacy apart from national chain pharmacies, big box pharmacies and other independents by highlighting what makes your business different.
Emphasize your short wait times, your dedication to your community, your excellent customer service or another aspect that differentiates your pharmacy.
Highlight these differences by supporting your community in ways only a small business can, such as selling a local school’s fan gear in your front end, or conducting checkout charity for a community organization. Or, ask loyal patients to write a review on your website about your excellent customer service and why they choose your pharmacy over other options.
Showing how you differ from other pharmacies will grab potential patients’ attention and pique their interest in what you have to offer.
2. Go to where patients are
Grab potential patients’ attention by participating in community events.
When your pharmacy employees are cheering on runners and handing out water at a 5k race or chatting with local residents at an area health fair, people are more likely to pay attention to who they are and what business they represent. Look for unexpected events that you can attend, such as a popup yoga class or a farmers market. Or, you could even plan your own event.
By going where the crowds are, you’ll reach a broader audience, while making it as convenient as possible for potential patients to learn more about what your pharmacy has to offer.
3. Get endorsements
One of the best ways to make sure your pharmacy’s promotions cut through the clutter is to have trusted people recommend and endorse your business.
Ask your current patients for testimonials about why they love your pharmacy.
These types of referrals will get attention, and will be more effective than standard mailers, flyers or commercials that potential patients are inundated with every day.
4. Provide giveaways
Everybody loves free stuff, so consider using giveaways to get potential patients’ attention.
Offer free promotional giveaways, such as water bottles with your pharmacy’s name and logo, or a branded pill organizer, the next time you attend a local health fair. Free gifts will not only lure patients over to your pharmacy’s booth, but putting your pharmacy’s information on the item will keep your business top-of-mind every time they use it.
You could also give away free services, such as a free vitamin advice session, or one free smoking cessation session. Offering free trial sessions of your services is a great way to showcase your expertise, while bringing in new potential patients to your pharmacy. And, if they like the session, they might use more of your pharmacy’s services in the future.
5. Repeat your message
Cut through the litany of messages your potential patients see by making sure they see your message multiple times—because they may miss it the first time.
If you’re raising awareness about a new product or service, make sure you promote it in pharmacy bag stuffers, on your pharmacy’s social media pages, and on your website. The more channels you use to spread your message, the more likely potential patients will see it—and remember it.
You could even reinforce your messaging by hosting an event, such as an unveiling of a new product line, or a celebration to announce a new service. And, make sure you have consistent branding across all platforms, so your pharmacy is easily identifiable to potential patients.
Looking for more ways to get new patients? Here are five recruitment strategies you can start using in your pharmacy today.
