Tap Into the Traditional Media Goldmine Reach Your Community Through Trusted Traditional Media
While putting all your marketing eggs in the social media basket is tempting, traditional media — yes, old- fashioned newspapers, radio, and local TV — still hold incredible potential for increasing your cash-based revenue. While social media is a powerhouse, ignoring traditional media means missing out on a valuable slice of your community, especially the demographics most likely to need prescriptions. YOUR COMMUNITY IS TUNED IN. Traditional media has a firm grip on specific audiences that digital platforms can’t fully reach. Many older adults, often the very people managing multiple prescriptions, still read newspapers, tune in to talk radio, or watch local news for updates, traffic, and weather. But it’s not just them — young professionals catching the morning broadcast before work or families tuning in to evening news are all part of this mix. These audiences represent untapped potential for your cash Rx offerings. EDUCATE INSTEAD OF ADVERTISE. When people think of traditional media, expensive ad slots or full-page spreads often come to mind. But here’s a secret: Traditional media outlets are hungry for stories that benefit the community. Instead of paying for a promotional piece, pitch an educational story to your local news station or paper. For example, write a piece highlighting how cash prescriptions are sometimes more affordable than insurance copays. Frame it as a public service, sharing valuable tips to help people save money on their health care. If your pharmacy recently launched or expanded its cash prescription offerings, this is the perfect opportunity to inform your local media. THE FREE PRESS IS A GOLDMINE. Consider the success of Luke Snell, an Inner Circle member making waves in his community with his cash-only model. When Luke launched his new initiative, he didn’t spend a dime on traditional media advertising. Instead, he connected with local media to share how his pharmacy was helping the community save money on prescriptions. The result? A fantastic article that positioned him as a health care hero, all at no cost.
This kind of coverage enhances your reputation and draws in customers who might not have known about your cash Rx services otherwise. HERE’S HOW TO GET STARTED! 1. Connect with local outlets: Reach out to newspapers, radio stations, and TV channels in your area. Share your story in a way that highlights the community benefits of your services. 2. Send a press release: Craft a compelling press release about your new or expanding cash prescription offerings. Include statistics or examples to show how it benefits your community. 3. Be consistent: Regularly update traditional media about your pharmacy’s initiatives to maintain visibility and stay top-of-mind. USE A BALANCED APPROACH. Traditional media isn’t about replacing your social media strategy, but complementing it. Tap into multiple channels and ensure no segment of your community is left out. As a result, you’ll increase awareness, build stronger relationships, and most importantly, receive a steady boost in cash-based revenue. So, don’t dismiss the power of newspapers, radio waves, and TV screens. Embrace them as allies in your mission to grow your pharmacy, serve your community, and help more patients save money. Traditional media isn’t old news — it’s your next big opportunity.
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