Pharmacy Daily | Starts with M, ends with G, and changes lives

No, it’s not meditating. It’s far more profound than that. But it’s THE definitive solution for pharmacy, and doesn’t involve discounting. It’s marketing. And most of us are appalling at it. A harsh statement perhaps, but largely a true one. We can’t expect consumers to transact with us if they don’t know what we have to offer them, let alone that we exist. Hardly a paradigm shifting assertion but it’s also so fundamentally true that it hurts. One of the shortcomings of any retail presence (pharmacy included) is there is no entitlement with it. There is no outcome, unless we bring it about. Moreover, today, this is all the more problematic because the retail landscape isn’t what it used to be a year ago, let alone a decade ago. So how do we respond? It isn’t complicated, it’s called marketing, or communicating. It’s annoyingly obvious, but so is much of life. The trick however being that just doing it produces a result. The more we do it, the more results we achieve. The more we tell people we exist, the more we tell them what we have to offer, the more likely they are to engage and transact with us. Maddening isn’t it. This week’s contributor is Anthony Huxley, Managing Director of Covad.

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