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 … Read More
Marketing strategy
Gaining a foothold in a new retail channel
by Steve Choate When was the last time you started a home improvement project without first understanding the needed enhancements or looking at instructions/directions on how to complete the repair? Being a stereotypical male, I usually do not read instructions before tackling a project. This often results in the wrong approach and additional trips to the store. … Read More
Know your market segments
by Jen Johnston Do you know your market segments? When we say “market segment,” we are referring to a distinct group of people, or customers, who have certain wants and needs. To meet their wants and needs, they are willing to exchange their hard-earned money for products and services. If your products and services match … Read More
Become a trusted resource
by Cari Sass How much do you dread those annoying sales calls? The ones where you can’t even get a word in to explain that you’re not interested or that what they are selling does not meet your need? As the end of the year approaches, these types of calls seem to ramp up. When … Read More
Do You Have a Mission Statement?
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 … Read More
Understanding the pricing landscape
by Sean Grudzinski, HRG Product Research & Analysis Manager Before a company enters a new industry, decides to launch a new product, or tries to determine the best address for a new store location, they invest in understanding the existing landscape. It’s easy to see opportunity and potential by taking an objective view of … Read More
Look at that face!
by Dave Wendland From a shopper’s point of view, a product is never seen alone and never in great detail. Given their distance from shelves and the fact that products are arranged in straight rows, it creates a blur of similar-looking shapes, sizes, colors, and products. It’s not until a product grabs a shopper’s attention that … Read More
51. Find a new market niche
by Julie Massey for our 99 Ways to Make a Positive Difference in Your Pharmacy series With competition an ever-present threat, you always have to re-assess your business and your position in your community. Knowing where your strengths and weaknesses lie in comparison to your local competitors will help you focus on areas where you … Read More
Promotional Event Planning E-book for Independent Pharmacists Offers Strategies for Success
Waukesha, Wisconsin — September 29, 2015 — Upsher-Smith Laboratories, Inc. (Upsher-Smith) announces the release of the third in a series of educational e-books created for independent community pharmacists, Promotional Event Planning Made Easy. Authored by Hamacher Resource Group (HRG), the new e-book covers best practices of event planning for a pharmacy and provides ideas and … Read More
Standing out in seconds
by Dave Wendland Three to six seconds. That’s the time a typical consumer takes at shelf to locate a product. This inexplicably short amount of time poses a serious conundrum for both the retailer and the manufacturer. Why? Because the consumer is controlling the outcome. That said I believe there are four critical package elements … Read More