How to write pharmacy product and service descriptions
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Transcript of How to write pharmacy product and service descriptions
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Product or Service Descriptions
David Holdford, RPh, MS, PhDProfessor, School of PharmacyVirginia Commonwealth University
For Marketing Pharmacist Services
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QuestionHow do I write a description of Thrifty White Pharmacy’s Rx MedSync® program?
http://www.thriftywhite.com/
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The name Rx MedSync® offers clues to what it is but patients need more than a vague clue to enroll in the program
They need to know exactly what it offers and why it is better than other programs
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Clear and informative descriptions are needed for any product or service being marketed by pharmacists
This presentation lays out the steps of writing product descriptions
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Learning ObjectivesLearn what goes into product/service descriptions
Incorporate product/service descriptions into marketing communications
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FIRST, DESCRIBE MAJOR FEATURES OF YOUR PRODUCT
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Rx MedSync® synchronized prescription refill program is a service offered in community pharmacies where pharmacists work with patients to synchronize their chronic refill medications to come due on a single day of the month
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ADD ADDITIONAL INFORMATION IF NEEDED
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Rx MedSync® streamlines the refill process and allows pharmacists to work with physicians and insurance companies to ensure that medications will be ready when needed
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LIST BENEFITS
FOCUS ON THE CUSTOMER’S INTERESTS
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Prescriptions filled on the same day. Fewer trips to the pharmacy.
No need to call in prescription refills. A week prior to your prescriptions being filled, you receive a call to confirm which prescriptions need to be filled.
A pharmacist will review your prescription list, monitor changes after doctor or hospital visits, and check for possible drug interactions.
You will have time to talk with your pharmacist and ask questions about your medications.
Consultations are free
You will never run out of your medicines
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USE THE FEATURES AND BENEFITS TO DESCRIBE YOUR PRODUCT
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http://www.thriftywhite.com/Med_Sync.cfm
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Now, try it yourself for your product or serviceDescribe major features
Add additional information if needed
List Benefits
Focus on customer
Use features & benefits to describe your product
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INCORPORATE PRODUCT DESCRIPTIONS IN MARKETING COMMUNICATIONS
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ConclusionPharmacists must provide a clear and compelling description of the product or service that they are marketing
That description will be critical in the business and marketing communication plans