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Guerilla Marketing For Community Pharmacysponsored by Independent Pharmacy Cooperative

• Bruce Kneeland is a consultant at Kneeland Services. The conflict of interest has been resolved by peer review of the slide content.

Disclosure

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• Utilize marketing principles to create a checklist for launching a new marketing effort.

• Outline an effective cross-retail strategy to launch in marketing your pharmacy.

• Implement new marketing strategies into your community practice.

Learning Objectives

The Road Trip Guy

2006  Coast‐to‐Coast                   2013  The Best of The Northwest2008  Lewis & Clark 2016   12 Amazing in Mid‐America2010  Route 66

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Guerilla vs Gorilla

Spell Check

Who Knows The Wall Drug Story?

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The process of identifying what customers want or need and then getting them to know about, have an interest in and purchase it while generating a profit.

Marketing???

Guerilla Marketing

S.E.A.

Simple

Effective

Affordable

Philosophy, Attitude and Process              Not A Tactic

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Pharmacy Marketing Litmus Test

The Three P’s

1. Practical

2. Profitable

3. Professional

1. Curb Appeal

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What’s The Connection?

1965 Falcon

1965 Mustang

Is This Appealing?  Why?

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What Happened Here?

2. Clean, well lit and orderly

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Daily Cleaning List

Dust ShelfsDust window ledgesWash windowsFront and face productsService photo kioskClean countersSweep floorsClean credit card padEtc.Etc.Etc.

4 Kinds of Pharmacies

Conventional

Clinical

Cute 

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Crummy

3. Dress Code

No need to be fancy or expensive. Simply findsomething that fits your style.

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4. Word-of-Mouth

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When they get what they expected      0

When good,   3 – 5 

When bad,     5 – 10

You do the math

The Word of Mouth Paradox

People Talk Positively About:

New

Different

Better

Bigger

Faster

More Fun

You Can Engineer Word‐of‐Mouth 

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Exhibit A

The Word of Mouth Paradox

Formal Customer Referral Program

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Learning Assessment Time

What Are The Three P’s In The Pharmacy Marketing Litmus Test?

Answer

The Three P’s Are

1. Practical

2. Profitable

3. Professional

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5. New Move Ins

When People Move; 

You Lose!

6 – 14% of Americans move each year

• You loose valued patrons• New folks don’t know 

your reputation• Most likely to go to 

chain with BIG sign

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How Many People Move Each Year – and Who Are They? By David Bancroft Avrick Over the past quarter century I’ve heard dozens of different statistics about the percentage of people that move every year. These guesstimates have varied from a low of 10 percent to a high of 25 percent. When people move, your database takes a hit. So let’s look at who moves and why. Using the information provided by the U. S. Census Bureau, let’s clear up the confusion and misinformation. Out of a population of 282,556,000 people, 40,093,000 moved. That’s an overall percentage of 14.19 percent annually. These 40-plus-million people break down as follows: 23,468,000 moved within the same county, 7,728,000 moved to a different county within the same state, 7,628,000 moved to a different state, and 1,269,000 moved to a different country. The percentage of population that moves, when broken down by age, varies considerably – from a low of 1.55 percent to a high of 17.84 percent. Not only does the number of moves vary by age, so does the distance of the move. Around 4 percent of those over the age of 65 will move to a new county, yet approximately 30 percent of those aged 20-29 will move to a new county. Because there are so many Americans, even a small percentage represents a large quantity of people. If you consider a move outside of the same county a “long-distance” move – there are 17 million annual long-distance moves, with over a million of these moves outside the country. The major new move activity takes place within the 18-34 year olds, with people in their 20s representing the highest concentration. Once people reach their 50s, their move rate is minimal. And in people over the age of 70, the move percentages are below 2 percent annually. Couples with young children are the most likely to move a long distance. As people get older, the percentage who move decreases consistently. There are two exceptions to this trend. When people reach age 65, there is an increase in both the percentage of moves, and distance of the move – this is likely due to retirement. When people reach age 85-plus, there is an increase in the percentage of moves, and a decrease in the distance of the move. This is possibly due to a move to an assisted living facility. There is also a difference between the sexes. In the 20-24 age group, 32 percent of females will move each year, yet only 28 percent of males. By the age of 30-34, the percentages are almost identical: 20.3 for females and 19.3 for males. By age 40 this reverses, with 11.28 percent for females and 12.26 percent for males. It is critical for a list owner to understand these statistics. You can see how quickly a mailing list becomes stale. Nearly 33 percent of the people who move do not report their new address to the U.S. Postal Service, the compiler of the National Change of Address (NCOALink) file. Because of narrow restrictions regarding the use of the

Exhibit B

How many people move each year?

5 Reasons To Advertise

1. Stop loosing customers

2. Buy one more thing this time

3. Come back one more time

4. Generate Word‐of‐Mouth

5. Gain a “virgin” customer

Make More 

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Learning Assessment Time

True or False

Well satisfied customer are likely to tell 10 people about your pharmacy

False

News of bad customer service reaches more than twice as many ears as praise for a good service experience.

Source: White House Office of Consumer Affairs

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6. Targeted Offers

Weight Loss Program

Marketing1. Program2. Forms3. Place4. Person5. Price

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Mothers

Medication flavoring 

Good PR andGood Medicine

Lots of Babies3,900,000 in 19474,317,000 in 2007

7. Host Special Events

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Host A Drug Take Back Day

Have a contest

Work with other retailers to donate prizes

Involve local day care centers

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8. Professional, Community andPublic Relations

Your efforts need to be

• Organized• Coordinated• Delegated• Tracked• Reviewed• Planned• Repeated

Exhibit D 

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Get Out Of The Pharmacy and Meet Key People

News paper coverage is not all that hard to get

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Exhibit C

14 Tips for getting a press release

Press Release Opportunities

Plausible Ways to Get Featured In The Consumer Press

Rule 1 – stop in to see them in their office a few times; bring gifts – hand lotion, fudge, etc. Rule 2 – pick up the phone and suggest/offer idea on any one of the things on the list below Rule 3 – keep track of who you met, called, what you said and what they said Rule 4 – call again but be pleasantly persistent, you are building a relationship Rule 5 – buy ads only if it makes sense for the ad, not for the PR

1) Promotions and/or new hires 2) New location or major expansion of current location: planned and/or completed

3) Meeting you attended/CE taken/key note speaker you met: what, where, when, key elements of mtg.

4) Major new product, initiatives or services: travel vaccine, key new product line, diabetes counseling,

etc. what, why, when, who

5) Committee appointments by some association or civic organization; staff member retirement: who appointed, how selected, how long of term, personal background, role of cmte, etc.

6) Awards bestowed or received on you or by you to staff member.

7) White paper delivered or published, article published in major trade or consumer press, featured on

TV/radio/newspaper in local market

8) Milestones, records: 10 years in business, 10 years in this location, filled 100,000th prescription, served 10,000 patient, etc.

9) Anniversary, 1, 5, 10, 25, 50, 75, 100, of anything, company formation, major product line, key staff

member, etc.

10) Significant new B2B account: big, unique, prestigious, fist in the state, region, etc.

11) Survey conducted, study commissioned or completed: annual trends, consumer preferences, etc.

12) Major national story about a recall, issue or change in the status of a healthcare product. Think Plan B judicial ruling – contact press for background on the drug.

13) Charitable donation, event formed, participated in. Donated product to, sponsored scholarship program,

etc

14) Anything else new, noteworthy, unique or interesting.

Learning Assessment Time

True or False

10,000,000 

people move 

each year in 

the United States

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False

• FOR IMMEDIATE RELEASE: WEDNESDAY, MARCH 18, 2015

• U.S. Census Bureau reports mover rate remains stable at about 12% since 2008

320,000,000 X 12% = 38,000,000

581 per retail pharmacy

9. Special Orders

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Personalized service

Build Loyalty

Word of Mouth

Extra Sales

More Profits

Special OrdersThe Underutilized Competitive Advantage

10. High tech – High touch

Always Remember ‐ It’s A People Business

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Don’t Forget The Phone

Manners, Music & Messages Head sets

Birthday CallsAntibiotic Reminder CallsRefill Reminder CallsMedSync Pre‐Fill CallsForeign Language Etc. ???????

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Targeted Patient Education

Use What You Have

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11. Cross Retail Promotions

Cross Retail Promotion

School storeDay care centerFree vitamin Program 

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• Free• Someone Else• Equipment• Release Form 

Contact info• Follow up letter    

PersonProvider

• PromoteBag clipperPoster

• Press Release

Learning Assessment TimeTrue or False  ‐ A unappealing exterior makes no difference to word‐of‐mouth as long as you  provide exceptional customer service 

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Personal Opinion Answer

FALSEPeople may like and trust you but will be reluctant to recommend you if your pharmacy’s exterior is unappealing  

12. Employee Buy In

Find and support a Noble Cause

• Health and safety• Poor and needy• Community Organization• Veterans• Etc.

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Recognize, Reward and Empower

Learning Assessment Time

Multiple Choice – Cross Retail Promotions

A. Take almost no effort to implement

B. Others will readily agree to participate

C. Cost almost nothing unless they work

D. Newspapers will cover the event for free

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Answer

C

Coupons, gift certificates and other rewards shared by two retailer cost only when they are actually redeemed.

I’m Happy To Follow Up With You

Bruce Kneeland1636 Addington Dr. Prescott, AZ 86301

Returnaddress

BFKneeland@gmail.com 

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The End