Marketing strategy

by Jen Johnston

A pharmacy that has a customer orientation takes marketing seriously. It doesn’t rely on haphazard, seat-of-the-pants decision making about such things as inventory, pricing, merchandising, advertising, hours of service, store appearance, and employee training. Instead everything it does is strategic. This strategy is called your marketing plan.

Your marketing plan coordinates all of these activities and bases them on a well-defined purpose which shapes your business objectives. An effective marketing plan is a roadmap for success. It can increase productivity and profitability for your business. The benefits of a marketing plan are many and include:

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by Jen Johnston

A mission statement is not “fluff.” This essential statement is what gives meaning and direction to any business. It answers the questions, “What business am I in and why?” and “Who are my customers?” The mission statement helps clarify whether your business is service-oriented, product-oriented, or both. It brings into focus just whom you are serving and why.

You might think this is a waste of time, since you know you are in the pharmacy business. But consider this – if you are only in the business to fill prescriptions, you may be headed for trouble. If you view your mission as broader, your approach to marketing may be drastically different.

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by Jen Johnston

Marketing is more than selling. It’s not catchy slogans, costly advertising, and gimmicks. It’s not enticing people to do something they don’t want to do.

Instead, it’s a way of thinking. It’s an approach to business that puts customers in the spotlight. Marketing is also a way of doing. It’s a living, breathing process of research, planning, promotion, and evaluating.

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