Marketing Resource Center
Welcome to the
Marketing Resource Center.
We've got advice and resources to help you create a basic marketing plan that will:
- Build & Refine Your Brand Identity
- Build a Strong Online Presence
- Identify Target Market(s)
- Establish Objectives & Timelines
The foundation for success in a customer-driven business is a dynamic marketing plan. In a way, it is an instruction manual for your pharmacy's success because it opens your eyes to the bigger picture of how your operation intersects with your reputation and visibility in your community. Whether you are looking to create loyalty and trust with current and prospective patients or position your pharmacy and services as the best in your community, the process should begin with marketing planning.
A marketing plan can't be a rigid, inflexible document. It has to be periodically reassessed and adjusted according to external and internal changes:
- Changes in staff and capabilities
- Changes in revenue and financial resources
- Availability of new products and programs
- Changing reimbursement models
- Changes in goals and objectives
A marketing plan should be based on 6- to 12-month goals, broken down into shorter-term objectives. Goals are broadly defined outcomes (end-state), while objectives are tangible, measurable progress points.
Example Goal: To increase compound revenue by 10% over 12 months.
Example Objective: Conduct targeted email campaign Jan-March 2018 to push the value of HRT and pain medication compounding to patients 50 and older.
Sample Marketing Plans
Now that you have reviewed sample marketing plans and have a basic understanding of its benefits and content, take a look at some key channels to consider when thinking about the best way to reach current and prospective patients. We've provided advice, resources, and links for you in each of these important focal areas.