Discipline: the new industry buzzword
June 18, 2012
Industry changes means that
pharmacy is entering a new
phase that requires changes in
how you compete and promote
your store.
Not implementing any type of
structured marketing plan leaves
customers with no choice but to
judge you on their own terms,
usually price based.
Shifting from one last minute
initiative to the next will definitely
not maximise your return and
most likely send a confused
message to your customers.
Develop a marketing calendar to
ensure you maximise your return.
As with most initiatives in
Pharmacy, quality of execution
and disciplined maintenance will
determine success or failure.
The best way to increase the
return of both your marketing
and promotional plan is to
integrate supplier relationships.
Historically, pharmacies
received a lot for ‘free’ however
with many major players feeling
the squeeze they expect stores
to perform and comply in return
for support.
In order to be able to deliver this,
stores will need to be better
retailers and practice some
discipline in their retail
methodology.
Many pharmacists ‘don’t know
where to start’ in introducing
new marketing methodologies
but having marketing discipline
and focus is the best way to
compete in the new era of
pharmacy that we are entering.
instigo is a consulting company that
focuses on three areas of retail
pharmacy specialisation: people,
marketing and retail solutions.
For more information visit
www.instigo.com.au or call
02 9248 2600.
This week’s
contributor is
Shannon Kerr,
Marketing Manager, instigo.
The above article was sent to subscribers in Pharmacy Daily's issue from 18 Jun 12To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 18 Jun 12
