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The Profit Vault December 2023
Proven Marketing Tactics to Grow Traffic Maximize Your Pharmacy’s Potential With These Techniques
Traffic? What’s traffic? In the world of marketing, it means visitors to your website or business. These visitors could turn into paying customers. If you want to grow your pharmacy, a good place to start is to focus on increasing traffic. While there are so many marketing tactics out there, we need to zero in on the ones that will help you get more people through your door. Be a purple cow. Not sure what I mean by “purple cow”? Well, it’s an overused but still entirely accurate marketing analogy that if you’re driving down the road and see countless brown cows, you have no reason to stop and take a look. But imagine, after seeing hundreds of brown cows, you see one single purple cow. You’d be interested, right? Now is the time for your pharmacy to be a purple cow, and you can do that by offering completely unique products, ones that your patients wouldn’t find at Walmart, GNC, or Amazon. Some of my favorite ways to turn a pharmacy into a purple cow that brings in patients are these three tried-and-true yet cutting-edge offerings. Ananda PM Blend: While sleep solutions aren’t exactly unique in themselves, this is one that actually works. Not only does it put anyone to sleep, but the brand offers a money-back guarantee. It works the first night, or it’s free! You need to be marketing this deal. Many people struggle with sleep issues, and with a guarantee like this, people will be headed your way to get a good night’s rest. Approved Medical Solutions Nitric Oxide Test Strips: Just about everyone needs more nitric oxide in their lives, and you can offer a 10-second free test to show patients if they are low. Approved Medical Solutions offers saliva test strips and an oxalate-free supplement. You can use this system to test- treat-test. Show the patient they are low, give them 1 dose of the supplement, then retest to show it works! Nitric oxide is great for weight loss, low energy, hypertension,
erectile dysfunction, and much more. This is a great way to reel in new patients, as they have to be in your pharmacy to take the test. Pharmanex’s Antioxidant Scanner: This device led to thousands of people coming through my pharmacy’s door, and I can’t promote it enough. The scanner tests the palm of your hand and provides your antioxidant levels and an overall score. Better yet, Pharmanex has plenty of supplements you can sell to help patients raise their scores, guaranteed. I turned this into a massive campaign where our pharmacy partnered with local businesses and doctors’ offices to get people in our store for a free scan. I knew that all I needed to do was get these patients into our pharmacy, and keeping them was as simple as providing a top-tier experience. Partner up with plastic surgeons. Aside from offering the best products in town, you must partner with the right people. Let me tell you that plastic
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Give Back and Grow Your Pharmacy
Spread the word. You can count on the fact that these charities have a media partner working to raise awareness for the charity drive. They will announce the charity’s donation details through social media, radio, and newspapers, and with these announcements will be your pharmacy’s name, location, and status as a drop-off site. That’s free publicity right there! Just this alone can help increase traffic to your pharmacy, but you should take it a step further. Promote the charity drive on your pharmacy’s social media platforms! Encourage your community to help give back and head to your pharmacy to drop off their donations. You can take a few photos or videos of donors (with their permission) to use on your social media accounts and continue to promote the charity. It’s low-cost and effective! Reward donors for giving back. First, always thank them for making a donation and supporting their community, then give them a little something that will pique their interest. I love giving out bounce-back coupons for them to use on their next visit. That can increase the chance that they return to your pharmacy to save $10–$20 dollars on their purchase. This is also when you and your staff should offer to transfer their prescriptions to your pharmacy! You can always sweeten the deal by allowing them to use the bounce-back coupon immediately. You should also ask if they are interested in anything specific, like cold medicine, vitamins, or probiotics. Ask if they have any ibuprofen at home for the occasional headache! Simply do what you can to convert them into customers, even if it’s just for an OTC purchase. This is an incredible first step! Ensure they come back! Some charity drives involve multiple visits, like The Salvation Army’s Angel Tree. I would partner with The Salvation Army because it involves a person coming to your pharmacy and choosing an ornament with a child in need’s name and Christmas wish list. They take the ornament and return with the holiday presents, so that’s a new person visiting your pharmacy twice ! Offer them a bounce-back coupon each time and do what you can to give them the best customer experience. Partnering with a local or national charity is an excellent way to gain new patients and position yourself as a compassionate community-based pharmacy. All you need to do is connect with each donor who walks through your door.
We’re smack dab in the middle of the holiday season, and there are plenty of ways we can use this to increase traffic. My favorite method is partnering with charities. Not only is it a way you can support those in need, but it’s also a way to get more people into your pharmacy and position yourself as a community-based business. Countless charities look for partners during the holiday season and year-round to support their donation drives. For these charities to actually receive donations, they need to make the donation process as simple as possible. What better way than to partner with local businesses and designate them as drop-off sites? This is where your pharmacy comes in! Become a drop-off donation site. Your goal is to convert these donors into customers and, hopefully, long-term patients. When picking a charity, there are endless options. For the holidays, consider Toys for Tots, which provides toys and gifts for children in need during the holiday season. However, there are plenty of other charities to choose from, such as local foster care homes, animal shelters, homeless shelters, blood drives, and so on. Canned food drives were all too common in my area, so I collected pet food to be a purple cow and gain more attention. The one thing you need to ensure is that your pharmacy becomes a drop-off site for their donations so you can turn this into a business opportunity.
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Turn First-Time Visitors Into Loyal Customers Your Secret Weapon for Increasing Pharmacy Traffic
Wow your potential patients! While the discount is obviously the primary factor driving people back to your pharmacy, offering this bounce-back coupon builds trust with your community and loyalty to the pharmacy that cares for them. If they use this coupon on just OTC products, be sure to ask if they want to easily switch their prescriptions to your pharmacy and show them what makes your business different than the rest. The moment they come back is your time to shine and demonstrate what makes your pharmacy special. Customize the coupons to your exact needs. For example, if you want to hand out bounce-back coupons at a health fair, include a message saying you appreciate meeting
We keep talking about bounce-back coupons, and it’s time we dive straight into how these tiny slips of paper can bring back first-time visitors and turn them into repeat customers. These are coupons you give to people for repeat business or pass out to prescribers or local businesses to send people to your pharmacy for the first time. It’s not easy to get someone back inside your pharmacy, but free money definitely sweetens the deal and it works . The best part? You don’t actually have to fork over any money until they work and someone comes back in to make a purchase with them. While $10–$20 off is a typical discount to offer on these bounce-back coupons, you can tailor it to whatever number works best for you.
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TAKE A BREAK
Chimney Christmas
Mistletoe Ornament Parka Reindeer
Sleigh Snowman
Gifts Igloo
Wreath Yuletide
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How a Single Item Can Skyrocket Profits Train Your Pharmacy Team for Upselling Success
Nobody wants to feel like they’re bugging customers, but don’t let this minor insecurity hold you back from starting a conversation that can lead to an upsell. The key is doing it gently . You might even think that trying to upsell customers a single item isn’t even worth the hassle. Well, you couldn’t be any more wrong! It can be a single-dollar ChapStick or a full-blown $60 vitamin — the fact is that you just need to add one more item to every patient’s transaction. This will increase your transaction value and have your profits on the rise. There’s less stress on getting more people through your door if the patients you already have are increasing their transaction value. One item added for every patient’s order will add up.
task for employees, as they don’t want to seem too much like a salesperson. So, this is how to get them started effortlessly.
You likely already know that each team member has their own favorite product they love to talk about. Let them pick that item as their upsell product! When you give your employees the freedom to choose what they sell, they’ll be more passionate about talking about it, not only with more knowledge of the product but also with authentic love a patient can’t ignore.
Giving them the choice of what they sell is a simple and low-pressure way to start this
habit. You can have them place these personal favorites at the register so it’s easy to spotlight them. Make it as easy as possible for them to get in the habit of sharing products with patients. Then, when they can comfortably share items to increase transaction value, you can train them to start incorporating products tailored to a patient’s order.
Crunch the numbers. Adding a bottle of ibuprofen or hand sanitizer to every purchase might not sound like much, but after you lay out the numbers, there’s no denying the impact that upselling your patient’s transactions can have.
If a customer is buying antibiotics, recommend probiotics. Is a parent buying cold medicine? Offer some vitamin C supplements! Before this, though, you need to let employees start at their own pace with their own recommendations. Bring value to your patients. Starting softly will not only help train your employees but also your patients! Many people have a knee-jerk reaction and instantly say “no” to any salesperson. However, if patients see that they are being recommended something valuable each time they visit, they can avoid that reaction. This small change can make a huge difference in your profits and revenue. If you need some product recommendations for your team to start sharing with customers, you can scan the QR code to know our favorites that people just can’t ignore! Remember, one small item for each transaction can improve your pharmacy more than you think.
Let’s break down an example: A typical pharmacy may sell around 200 prescriptions a day, making up 50 total transactions. Now,
imagine your team was able to upsell a single $10 product for each of those 50 transactions. That would be $500 of revenue in just one day . Most OTC products have 50% margins, so that would mean $250 in profits per day. If a pharmacy is open 22 days a month, that means you’d get a total of $5,500 in additional earnings in just a month! All you need to do is ask. That’s it! Clearly, this is worth starting a conversation. It’s time to start training your employees to try to add just one product to every patient’s transaction. You can even make a goal to help motivate your team to start showing off an item. Let your team shine (how they want). Before you get the whole team revved up and ready, you need to figure out what is a realistic goal for your pharmacy. Examine your average OTC transaction value and see how much you can increase it with a single-item upsell.
Scan the QR code to see some of our favorite products!
Once you have a number, it’s time to let your team make those conversation starters. But we get it — it isn’t always the easiest
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MARCH 10-11, 2024 DALLAS, TEXAS Unlock Your Pharmacy’s Cash Flow
Why Attend The Pharmacy Profit Summit?
“...make a profit” Topics are what we need to know that’s current. Sessions are always things you can actually make a profit on.
“You must attend”
- Steve McClanahan ROI. Whatever the cost is, by the time you come here you are going to 10x it. “...it’s the ROI” It is very simple why I come to PPS, it’s the
You must attend. Show up and learn. If you think you know everything, think again.
- Melody Savley
- Midhasso Foge
Unlimited Members: 1 Free Ticket* Inner Circle Members: 2 Free Tickets* *Email us your attendee information
Scan Member Link!
REGISTER NOW!
pharmacyprofitsummit.com/2024-member
TWO FULL DAYS DEDICATED TO INCREASING YOUR CASH FLOW
Check out our awesome topics! We will be focusing on the exact "How To" so you can easily implement in your pharmacy.
EXACTLY HOW TO USE DISPENSING DATA
IMPLEMENTING DIRECT BILLING WORKER'S COMP
RUNNING AN ONLINE WEIGHT LOSS BUSINESS
REDEFINING WHAT IS POSSIBLE FOR YOU
USING TELEHEALTH FOR HIGH PROFIT SERVICES
STARTING AND SCALING RPM & CCM PROGRAMS
GETTING YOUR TEAM EXCITED ABOUT GOALS
TURNKEY CASH PRODUCING OTC TACTICS
THE NEW OPERATING SYSTEM FOR 2024
CASH FLOW IMPROVING SECRETS
SIMPLE FUNCTIONAL MED IMPLEMENTATION
WORKFLOW DRIVEN PROFIT
DEBUNK MYTHS ABOUT R&D TAX CREDITS
STARTING LUCRATIVE CASH ALLERGY TESTING
TEST-TREAT-TEST FOR NAD+
BECOMING A PROFITABLE MEDICARE BROKER
GET YOUR MEMBER DISCOUNT TODAY!
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SMALL BUSINESS, BIG IMPACT: Your Resource for Digital Marketing Success
Whether or not you’re a fan of how prevalent the internet is becoming in our everyday lives, an online presence of some sort is required if you want to increase people’s awareness of your company. In fact, 86% of businesses report having increased their brand awareness by using digital marketing, and 75% say doing so also boosted their brand’s credibility with their audience. But when you own a small business, learning about digital marketing and how to use it can be a daunting task. Besides, you probably don’t have time to earn a marketing degree or the resources to hire a full-time digital marketing employee. So, what can you do? Luckily, you can learn the fundamentals of digital marketing to boost your business’s online presence, engagement, and sales by using these three FREE resources! They are quick, effective, easy to understand, and designed for busy business owners like you. Resource No. 1: Fundamentals of Digital Marketing by Google Digital Garage If you’re starting your digital marketing journey from scratch, this short course is the place to begin. First, the course is self-paced, so you never need to worry about deadlines or sacrifice other responsibilities to complete it. This course contains 26 modules that cover several different aspects of digital marketing, including how to use analytics and plan your online business strategy, and takes a deep dive into social media. It also features videos for more visual learners, and after completing the 40-question exam at the end of the class, you’ll receive an officially recognized digital marketing certificate from Google. We highly recommend this course for any business owner who has a small to nonexistent online presence and wants to lay the groundwork that all digital marketing principles build upon. Enrolling is as easy as clicking a button, and you can find
the course by Googling “Fundamentals of Digital Marketing by Google Digital Garage.” Resource No. 2: Digital Marketing Training by Neil Patel Suppose you already have a vague idea of the basics of digital marketing, or you just finished the Fundamentals of Digital Marketing course by Google Digital Garage and want to learn more about one part of digital marketing in particular. In that case, you’ll want to check out Neil Patel’s library of free digital marketing courses you can sort by topic. If you haven’t heard of Neil Patel, you should know he’s one of the leading voices in digital marketing today. He’s wildly successful and offers to teach others what he’s learned over the years for free. You can learn more about SEO, conversion optimization, YouTube, and more using his courses and the worksheets he provides. To access Neil’s library, visit NeilPatel.com/training and use the “What do you want to learn?” table of contents on the left of the page to choose what you’d like to learn about. Then, click the subject tile on the right and get started! Resource No. 3: Answer the Public This resource is not a course but a tool to help you create content your demographic will find useful. One of a business’s biggest struggles when growing an online presence is creating content that results in profitable engagement. Yes, posting often is important, but posting what actually matters to people is also vital. And the best way to find out what matters to people is to ask them! That’s essentially what Answer the Public does FOR you. It pulls the most popular internet searches regarding any topic you type into the site, so you can see what people want to know about in your niche. For example, if you own a rug cleaning business, you can go to AnswerThePublic.com and type “rug cleaning” into the search bar. Then, you will see that some of the most frequent searches are things like “What carpet cleaning solution is best?” “When carpet cleaning, how long does it take to dry?” and “Can carpet cleaning cause mold?” These are all GREAT questions a carpet cleaning company can address in its digital marketing content, and the answers provide timely and valuable information to its audience and build trust with current and potential future customers. You don’t need a digital marketing degree or even a marketing department to bring your brand into the online space. Using these three digital marketing tools will help you carve out an online space and make profitable content that will allow your company to thrive on and off the web!
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antibiotics is an excellent marketing tool to bring in new patients and gain their trust. While you might think this is a surefire way to lose money, giving away $5–$10 for a new patient is a bargain. Of course, don’t hand out the pricey products. Give away the lower-end items that won’t break the bank! Other essential marketing strategies to generate traffic are charity partnerships and bounce-back coupons. To learn all about these two tactics, keep reading! If you’d like more details about any marketing techniques above or need additional guidance, you can schedule a call with our coaches from your membership dashboard.
surgeons are where the money is! Yes, they have a reputation for being picky partners, but you can use this to your advantage. These doctors often have ultra-specific prescription recommendations for their patients and refuse to stray from their opinions. Learn exactly what they instruct their patients to take and offer a complete kit for them. For example, create a liposuction kit for one doctor that includes all or the particular prescriptions and garments required and a complete nose job kit for another. These are high-ticket purchases that not only benefit you but also make the process of treating their patients so much easier when you can be their one-stop shop. Additionally, these patients can be wowed by your superior customer experience and become new regulars! Trust me, you don’t want to miss out on the traffic that comes with treating plastic surgery patients. Hand out antibiotics for free. Dental offices are sprouting up like daisies, and you need to snag these patients as quickly as possible. The best way to do so is by offering free antibiotics! Giving away free
We’ll give you the one-on-one coaching you need to get more people through your door.
HAVE A LAUGH
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The Power of Daily Video Marketing
Transform Your Pharmacy Into a Community Pillar
Remember these 6 tactics for powerful video posts. 1. Ensure the video is high quality. There’s no need to splurge on an expensive camera or professional videographer. As long as you have a newer smartphone, the heavy lifting is already halfway done! 2. Start strong. The first five seconds of your video should grab a viewer’s attention. How? Get creative and let your team help brainstorm ways you can reel in the right customers. 3. Plan your posting schedule. When you post every day, you’re guaranteeing content to viewers, and you must plan a concrete posting schedule to stay on track. Share with your viewers when you post, and you’ll prove your dependability when you post right on time as well as have them eagerly awaiting your next video. 4. Create demo videos. As your viewers increase, show different products, why they’re unique, and how they work. This will boost sales and remind viewers your pharmacy is the best spot to purchase quality products. 5. Be relatable . Consider what would be helpful to the average person and what valuable information you can provide that would lead them to your door. 6. Be yourself! Yes, it sounds cheesy, but being yourself can better connect your pharmacy with viewers. You’re not a salesperson or someone trying to make money. You’re a person simply sharing helpful information and messages. Your videos don’t need to be perfect. They just need to be consistent and authentic. That’s it! It can feel daunting to start posting videos on a regular basis, especially if you don’t use social media that often. Get your team to pitch in and make daily content creation a shared goal. If you have any questions or need a few more pointers, you can schedule a call with our coaches!
At the center of marketing is getting people to know, like, and trust you. The best way to achieve this at a rapid rate is to post videos daily on social media. If it sounds like a hassle, then you don’t realize just how effective this marketing tactic can be to bring in new patients and turn your pharmacy into a community pillar. Why do videos work so well? Whether they’re posted to Facebook, Instagram, or TikTok, consistent videos of yourself or your team can show a more human side to your pharmacy. There are plenty of different types of videos you can offer audiences: • Live: When you go live, you show off your pharmacy and reach countless people. Facebook and Instagram both offer live broadcasting. Live videos are great for pharmacy announcements, behind-the-scenes footage, education, and staff engagement. • Educational: These videos capture viewers’ attention with valuable content like information on pharmacy trends or processes like receiving a vaccine, picking up a prescription, and more. • Testimonial: These share genuine reviews from actual patients. Hearing a stellar testimonial can not only help someone notice you but also trust you. • Company Culture: Show off what sets your pharmacy apart with a video on company culture or what your company is all about. This can be a great way to connect with potential patients on an emotional level. • Product Reviews/Features: Get people interested and informed about a specific product and remind them they can find it right at your pharmacy! The key is to be 100% authentic. Be human and engage with your audience to build new connections and create a loyal customer base.
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417 Ravenaux Dr. Southlake, TX 76092 561-379-7750 DiversifyRx.com
INSIDE THIS ISSUE
1
Surefire Ways to Boost Foot Traffic to Your Pharmacy
2 Build Relationships Through Charity Partnerships 3 How to Wow Patients With Bounce- Back Coupons
4 The Upselling Strategy Every Pharmacy Needs 5 Your Essential Digital Marketing Resource Guide for Small Businesses 7 How Daily Videos Can Expand Your Pharmacy’s Visibility
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Make them stand out. No simple piece of paper will do the trick. Be sure you’re using bright-colored paper that will catch someone’s eye and be hard to lose at the bottom of a bag or wallet. Also, you want these made at a professional printer who can put these coupons on glue pads. This will make them so much easier to transport and keep on hand whenever the moment calls for it. Bolded expiration dates on your coupons are also an excellent way to remind patients that this deal is only for a limited time, and they should stop by your pharmacy before they forget.
them and details how they should visit your pharmacy! This should include your pharmacy’s address, number, and more to help them track you down. Meanwhile, if you want specific coupons for new patients who are currently inside your pharmacy, gear the coupon’s message more toward how you hope to see them again. Consider the places and people you would offer a bounce-back coupon to and make them! Start handing these bounce-back coupons out as often as possible, and encourage your whole team to turn it into a habit.
If you’d like to access our bounce-back coupon templates or contact our team to create customized coupons for you, scan the QR code. We want you to use up as many coupons as you can to bring in more traffic and more long- term patients!
If you feel lost on how to
create these coupons, no worries; we have the templates you
need to quickly fill them out and then print. Every member can access these coupon templates, but for Essentials and Unlimited members, we create these customized bounce- back coupons for you!
Scan the QR code to access our bounce-back coupon templates!
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