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MARKETING


4. Partner with local businesses Partnering with local businesses for promotions and events is a great way to market your pharmacy and show your appreciation for your community. there are an unlimited number of ways to do this, including hosting a vaccination or health screening clinic. at a nearby school or children’s after-school club. Have you ever thought of partnering with a local restaurant to offer their customers advice on healthy eating? talk to your local gym as there are obvious partnership opportunities that go hand in glove. Partnering with other businesses allows you to build relationships within your community and gives you the opportunity to interact with people who may have never heard of you.


5. Build relationships with healthcare providers If you haven’t already, foster relationships with local doctors, dentists, nurses, and other healthcare providers in your community. Schedule time to have someone from your pharmacy visit their place of work, make introductions and share marketing materials that outline the services you offer. Referrals from other healthcare providers would be a powerful marketing tool and can help you generate new business.


6. Use your premises to promote your business A few years back, pharmacy windows in towns and cities were the best free advertising well- known, huge nappy brands could ever wish for! get them removed and use this superb space to promote your own business and services. Is your business on a corner site with gable wall? If so, look at the opportunity to apply for planning for a large sign/advertising hoarding. Sell this space to relevant suppliers and/or use it to promote seasonal campaigns and services you offer.


Invest in some instore graphics and pull-up banners. Add a touch of instore theatre and think about theming your store and window at key times such as Easter, Halloween and, of course, Christmas.


7. Capture data When collecting data, you should aim to gather as much information as possible. At the first step, collecting the first name and email of a


customer enables you to keep the individual up to date with your brand whilst also creating the foundations to learn more to adapt a personalised experience.


Tip Number Two: Connect your social Most of you will have invested money in your websites and the purpose is to collect data to broaden your audience range and - of course - sell products. Social media allows you to interact with your customers, thereby creating a real time conversational brand voice and creates organic interaction, which often generate leads when the correct approach is being used. Connecting your social platforms to your website is crucial to capture customer data and align your marketing channels. take a look at the UCA guide 'How Your Business Can Benefit from Social Media'.


A conversational approach once you have gathered basic data such as a customer’s name or email address, it is then important to get to know the individual in a more specialised and personal manner. Conducting your email marketing with a conversational approach allows the recipient to feel relaxed and therefore more willing to provide value information that may help to customise their experience with your company.


Ask questions through surveys and questionnaires Questionnaires are a great way to collect data from customers. they


allow you to target specific fields that then allow you to categorise your audience and split them into groups. gathering the preferences of each individual allows you to manage your marketing in a much more focused manner. furthermore, it enables you to start using tools - such as segmentation - which will increase the success of your overall marketing strategy.


Creating a community Whether it be a profile, subscription, newsletter, or loyalty scheme, encouraging these movements enables you to capture valuable data. Making these forms visible on all social platforms is essential, as it optimises the chances of your audience entering information that can create strong and successful marketing strategies.


Give to receive nobody enjoys spending their time doing something that doesn’t benefit them directly, so consider giving offers such as a discount code or a chance to win a product. this then encourages the individual to provide information and an opportunity for data capture, whilst their main focus remains on what they are receiving from the brand. this results in a ‘win-win’ situation.


Keep it short and sweet You don’t want your subject to feel that they are under attack. Collecting data should be subtle and informative if possible. Rather than trying to get to know your customer inside out within one day, try to get to know


ConnECtIng YoUR SoCIAl PlAtfoRMS to


YoUR WEBSItE IS CRUCIAl to CAPtURE


CUStoMER DAtA AnD AlIgn YoUR MARKEtIng CHAnnElS


them over a period of time. Using automation tools you can gather all the details you may need and want to find out in a friendly and approachable manner, allowing your strategy to reflect that of a real time organic conversation.


following these tips should enable you to gather sufficient data to implement tools, that allow you to provide, personal experiences to customers, whilst also maximising the success of your overall marketing.


Social media Social media is a constantly evolving set of methods and technologies which allow people to interact, communicate and share ideas online. the internet is a vital tool for any business. new technology and faster connection speeds mean more customers and businesses are connected than ever before.


Customers increasingly look to engage with businesses or brands online in multiple ways. they expect a variety of rich content including audio, video, blogs, online forums and social networking. Customers often want to build a relationship with the brand. this requires a two- way dialogue between the customer and the business.


Social media can be a great way to engage with customers, with relative ease and little cost. It can form an important part of your marketing strategy. Using social media for maximum benefit to your business, and overcoming the many


> PHARMACY In foCUS - 55


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