SMART MARKETING FOR HIGH PERFORMERS Elevate Your Pharmacy’s Success With Targeted High-Performer Marketing
Whether it’s a prescription or a service, you have a few high performers you should be expanding. You don’t have to go overboard. Simple marketing strategies can promote high performers in your pharmacy without requiring too much time or money. Before going straight into marketing tactics, the first step is identifying what and who your high performers are . Trust me, once you pinpoint these, the opportunities to amplify your profits can be truly eye-opening! IDENTIFY HIGH PERFORMERS Start by pulling some key reports from your Pharmacy Management System (PMS). You’ll want to look at: • Highest margin single dispensed prescriptions • Most profitable insurance providers • Top prescribers in terms of profitability Not sure how to get this data? No worries — your PMS support team can help you set up these reports. It’s about getting the right information to make informed decisions. NURTURE KEY RELATIONSHIPS Once you’ve identified your pharmacy’s champions — be it certain prescribers, patients, or specific insurance plans — it’s time to nurture those relationships. A little appreciation goes a long way. Consider sending a handwritten thank-you card to these essential prescribers or patients. It’s a personal touch that shows you don’t just see them as another transaction. Beyond thank-you notes, communicate clearly how you support services that link to these higher-margin opportunities. Let them know their
segments can open new doors and expand your network in profitable niches. TAILORED MARKETING INITIATIVES A revelation came in Lisa’s pharmacy when she discovered that local teachers’ insurance was the most profitable. This led to a targeted marketing initiative aimed at teachers, offering them special deals and personalized services. Another golden nugget? When she realized the profit potential of Accutane prescriptions, she designed a campaign that addressed common issues for doctors and patients dealing with Accutane. She solved their problems, and significantly boosted her pharmacy’s profitability and reputation. BE PROACTIVE! The key is proactive communication. Let your profitable prescribers know their business is highly valued and appreciated. Show them that you’re committed to making their jobs easier through your actions and services. This could mean streamlining the prescription process, offering additional patient consultations, or anything that adds value to their interaction with your pharmacy. Understanding and marketing to your high performers isn’t just about boosting profits — it’s about building sustainable, supportive relationships that benefit all parties involved. It transforms your pharmacy from just another community store into a vital part of your customers’ health and well-being.
So, take a moment to analyze your data, reach out with gratitude, and tailor your services to meet the needs of your most profitable segments. These steps will set you apart in the competitive pharmacy landscape. And remember, every bit of effort you
value to your business and that you’re eager for more. It’s about creating a mutual appreciation society where everyone feels valued and essential. EXPAND YOUR REACH Now, think about replication — can you find look-alikes? For instance, if a dermatologist gives you
put into recognizing and nurturing high performers not only boosts your bottom line but also reinforces the critical role your pharmacy plays
high returns, why not reach out to other dermatologists in your area? Understanding your profitable
in the community.
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