Can you help my business take off?

[dualman7]

I manage a pharmacy in New York. As you can imagine, our type of business is a dying breed as Eckerd, Duane Reade and etc are taking over. We are semi-succesful compared to other private pharmacies. Another local pharmacy which is located 5 mins away from us just went out of business. I would like to make some sort of advertisement to let the customers know that there is another pharmacy close by (us), and we'd love to have them. As easy as it sounds, I am having alot of trouble putting this thing together. I don't want to be cruel and tell them that we're better then what they had, but I also want them to become aware of us and give usa try. The biggest problem I am having is coming up with a picture/graphic which brings attention. Any suggestions on the topic would be greatly appriciated. Discount on viagra for everyone!

[Jam]

discount on viagra eh.... STOP EMAILING ME lol

[maleficent]

There were a bunch of pharmacies that went under in my neighborhood, and the remaining one's claim to fame is that all the other pharmacies prescriptions were transferred to them.

The pharmacies in your area that went under? Who got custody of the customer base?

Most people would probably use a local business is the value was there, what other services do you offer? ie delivery? Do you accept my insurance? (The sole standing pharmacy by me, does not take US Healthcare -- I refuse to pay full price). Do you have access to prescription renewal via the web? an "ask the pharmacist" via the web.

[ubertuber]

I use local-type pharmacy in NY even though there are numerous chain places, some closer to me. Why? They knew me by name the second time I went there. They don't waste my time . At Duane Reade/CVS they'll tell me 2 hours wait for a simple perscription. At my place, they fill it when I walk in, no more than 5 minutes of waiting. They're friendly, and they don't hassle me with insurance every time I walk in - they keep up with my circumstances. I'll never expect any of that from Duane Reade. I just hope these guys don't go out of business.

Promote yourself as the local guy. Run an open house or some sort of special for your local customers - and expand your presence into the sidewalk. What I mean is get signs up and maybe have a table outside for a week with keychains/water bottles with your info on it. Give them to people for free along with a pamphlet about why local service is better for the individual. Strange as it is, people may not even realize you are there. In Manhattan it is so easy to just walk from a to b without even looking at the store fronts. So raise your profile in the coming weeks. Above all, be that "local" business. Offer the small town experience and attention that sets "mom and pop" places apart. Have relationships with your customers and make them feel welcome, and that you are going to personally see that they get the service they desire. This is what I get at my place, and it does make all the difference. That way, if you get someone inside once, they'll come back.

[dualman7]

awesome post ubertuber. I would love to say everything you said, and then some, but how do I put it all on a small advertisment? People don't want to read an essay. My boss said he wants some sort of "flashy" graphic/picture" to catch people's eyes. I am going to make 15 different ones and let him pick what he wants. I have a couple ideas with a great quote, and then our location. But the graphic/picture thing is driving me nuts. I gotta have this ready by monday. If you have any ideas/ quotes that can relate to pharmacy/health, ANYTHING at all, please dont stay silent.

PS> Thanks for taking your time to help me out.

[bernadette]

hmm...can you hire a good graphic designer?

if you can afford to hire a designer, i know several talented designers that i could hook you up with.

the graphic design field has been badly hurt with the economy of recent times.
designers are scrambling & hungry for work.

i have one particular guy in mind who i'm sure could whip you up something exceptionally wonderful.
a pharmacy campaign seems like something he could do wonders with.

if you're interested, PM me with how to contact you & i'll forward it on to him so that you can discuss it with him.

[la petite moi]

There's a guy in my town that has to do what you're doing- except he has a bookstore.

In order to get out in the public, you have to do a lot of advertising. Get to know people and let people know that because you're a little local pharmacy, you're more personal and can give people better quality products.

[raeanna74]

I don't know much to say. You say you're looking for something catchy. I dunno...Something along the lines... "Looking for a local pharmacy, with a personal touch, We can be that and more."
I dunno something that insinuates you can do what a chain pharmacy can for the customers (such as computers with the customers info and things) but also giving that personal care for the customer.

I use a local pharmacy that was bought out by Aurora Medical. The man who used to run it is still the head pharmacist and still works there. He was just getting up in years, getting ready to retire but not fully. Taking care of all the needs of a full pharmacy was a bit much. Now he just hands out the meds and check up on customers. Last time I went in with a new perscription for hubby he asked what hubby needed it for and without looking anything up on the computer knew the other regular medication that hubby used. Told me "Well this won't interact with his Lamictal and it should do the trick to clear that up." He asked some of the same questions as the Doc and gave me the same tips to help the medication do it's work best. He knows me by name, knows who my parents and my brother and sister-in-law are. He even knows my pastor and his wife. I used to use Walmart's pharmacy but when I had to go in to get something and didn't have a car to drive I went there for a short term perscription. I loved the service I got there, he remembered me from when I was a teen, and it brought me back. I still SOMETIMES have to wait a while because they have to call in my perscription over to the insurance and get approval before they can fill it. But otherwise the perscriptions are usually filled in 15 min or less depending on how busy they are. I don't know how much this will help but maybe seeing the difference between local and chain from a customers eyes might give you SOME idea.

As for the graphic. Do you want something full color? a Photo type thing? or black and white? there are so many possibilities. There could even be something with hands, shaking hands, helping hands, dunno. I'm just brainstorming.

Maybe just start writing down ideas. words that come to your mind that would represent personal service to you. Eventually you might hit on a word or idea that begins to grow on you.

Hope it helps. Good Luck.

[ratbastid]

Originally posted by maleficent
Do you have access to prescription renewal via the web? an "ask the pharmacist" via the web.

And if not, you can help my business take off by hiring me to help you with that!

Seriously, it's all about differentiaton and value propositions. What makes you different from the big chains? Yeah, okay, you don't have photo processing and you don't carry half a million SKUs. But there's nowhere better in the city to go to get your meds, nobody will treat you better or take better care of you.

In a big impersonal city like NYC, that sort of thing goes far.

[maleficent]

Honestly, why go for a graphic? What's going to get you customers and keep your customers is service and value. A catchy logo I doubt will bring in hundreds of new customers.

Back when I took marketing as an elective, one ofthe things that is learned is know your demographic. You can't be all things to all people. What audience are you trying to attract? seniors? (they use tons of prescriptions -- I know my folks do) 20 somethings -- what demographic are you going after?

[dualman7]

Good questions. Mostly senior citizens. Something like a handshake is an awesome idea (thanks raeanna). I would love to do nothing but cute factual sayings, but the boss wants "BLING BLING" eye candy. I would love to hire all of you, but he wouldn't go for that.

Thanks for the thought provoking ideas, you don't know how much they have helped.

[maleficent]

Back to Marketing 101.

Consider your demographic.

If you are trying to attract seniors (which is where the money is) is bling bling going to work on them? Would cute sayings work with them? or just give them the straight up truth?

You've got a customer base now, I'd imagine.. what about a monthly mailer - -full of health tips, diet and exercise, other stuff that would interest your audience.

[Munku]

Eckerds all across the south east have been bought out by CVS. :P

[mrsandman]

We are YOUR local pharmacy, and we're not a bad pill to take.

or..."We're good medicine for you".

or..."We're not a pain, where a pill can't reach it".

or..."If you have a pain, we have a pill to reach it."

or..."Our main office is located right here."

or..."If you're looking for a magic pill, we don't have it."

or..."We're little in size, but not is service."

[dualman7]

babababump

[Rubyee]

Try to look at the things people hate about pharmacys, and guarantee that you will not do that.

Try to eliminate long waits and advertise that. Or advertise more personalized service.

One thing I would like in a pharmacy is help. I want to know about the perscrpition that I am taking- what the side effects will be, when I should take it and with what, and also I would like to be informed of when my refils will run out.

Try advertising a friendly, personal atmosphere. Maybe have a help desk that customers can sit with you at.

As for slogans, try a comical approach.

"We have all of your legalized drugs here!"

Or

"Get addicted to our service, not our product!"

[ubertuber]

Mr. Sandman has good slogans, but I'd adapt one. How about a big-ass banner above the door that says...

"WELCOME TO CORPORATE HEADQUARTERS!"

[mrsandman]

Originally posted by ubertuber
...I'd adapt one. How about a big-ass banner above the door that says...

"WELCOME TO CORPORATE HEADQUARTERS!"

When a newly built CVS Pharmacy opened recently, (acrosss the street from a newly built Walgreens) over
the door was a big-ass banner that read:" Bienvinedos"

After a week or so (and some complaints?) it was changed to
"Welcome" and then underneath and smaller the original "Bienvinedos".