I recently had a catch up with a client to deep dive into the analytics of their local marketing. We recently threw email marketing into the pharmacy mix and we were discussing the hits and misses since our last session.
So, we're knee-deep in testing and reviewing the data and trying to crack the code on how to ramp up the engagement for their pharmacy. But during this exploration phase, my client mentioned that this one baby health email didn’t pull its weight and there were no noticeable results post the email campaign. That statement changed the direction of our meeting, and during the chat I wrote some notes realising what I had to share with this client would also be so beneficial for our avid Peak subscribers!
Fast forward to this moment as I type and I’m going to share a big blunder I believe many pharmacies commit, especially with strategy and marketing...
Consistency.
The major challenge I've encountered while working with pharmacies is that effective marketing demands consistency and strategic planning. It takes me back to my early career when I worked with real estate agents who thought would bring in truckloads of clients by investing an exorbitant amount of time on a single flyer or a newspaper ad (does that reveal my age?!). . Yet, much like a weight loss diet, it's the regularity and repetition that creates results. Launching a single email campaign focused on baby health won't have a lasting impact on your pharmacy as a business. However, consistently delivering emails (emphasis on the plural) about baby health to your mailing list will make a difference over the long term. A social media post, singular email or flyer isn’t going to change the direction of your business and its revenue. But I firmly believe regular messaging will.
To drive home my point, take a moment to think about your own email inbox. I'm betting you've already received at least 5-10 emails that are sitting there today (and I’m playing it safe; it’s probably more). Let’s say by the time the day wraps up, you’ll have about 20 emails. Extend that to five working days, and now you’re wrestling with roughly 100 emails whether to open them, read later when you have time, or just swipe them away. Now, if we stretch that over a month, you're staring down the barrel of over 400 emails.
So amidst this digital noise, do you remember a brand or business that sent you just one email amid the chaos of the other 399? Or does the brand that consistently drops an email into your inbox once a week, always at the same time with helpful info, stand out? Case in point, this very blog reaches you through a consistent content channel—a weekly EDM for pharmacies across Australia. I'm inclined to believe it's the regular appearance of our blog that keeps our members loyal, with the content of the articles coming in as a close second. Pharmacies need to understand that a consistent content calendar is going to be what drives results and that they need to be patient with their marketing.
Now, let's apply this to your health services. Telling your patients once about a health service won't have them rushing in. You've got to have a consistent strategy in place to build trust, set reminders and encourage bookings from your community to come see you. It's all about keeping a steady flow in your communication, whether it's about company culture or health services. The key is repetition—the constant beat in your messaging that connects with your audience, whether you're talking about your pharmacy’s values or promoting health services. Remember, it's not a one-time thing; it's about keeping a consistent and familiar rhythm over time.
No blog of mine would be complete without some key takeaways on marketing. So here are three items you can action in your marketing plan and strategy today:
1. Content Calendar
Keeping up with your social media, in-store events, collaborations, and email campaigns is all about planning. As we're getting close to a new year, it's a good time to sit down and figure out what you want to promote about your pharmacy in the coming year. Take the time to think about what's important to share with your patients and then make a content calendar. This planning helps you keep things consistent across all your efforts. To get you started, we’ve got a helpful template in our marketing course if you need a hand.
2. Invest in the channels that work
Choosing the right channels is crucial. Running a pharmacy is no walk in the park! Time management is key, especially when it comes to marketing. That's why a piece of advice I always stress with my clients is to pick marketing channels that suit your business. This not only ensures you use your time efficiently but also helps you maintain consistency which will increase the likelihood of seeing results. Keep in mind, just because the pharmacy down the road is rocking it on Instagram, doesn't mean it's the right fit for you.
3. Frequency
Establishing a consistent frequency for your content channels is crucial for maintaining an effective and sustainable communication strategy. It allows you to engage with your patients regularly and build a dependable presence. However, it's equally important not to overcommit, especially when juggling various responsibilities within the pharmacy. Striking the right balance ensures that your content remains high-quality and relevant without overwhelming your team or compromising other crucial tasks. By setting realistic frequencies, you not only maintain a steady flow of communication but also create room for flexibility, enabling you to adapt to the dynamic needs of your pharmacy while keeping your audience informed and engaged.
In the world of pharmacy, nailing your marketing game comes down to smart strategies and staying consistent. From picking the right channels, to planning content frequencies that are realistic and balancing your many everyday duties. It's not just about what you say, it's also about saying it consistently and authentically over time that really hits the mark. So keep it simple, stay on course and build that solid connection with your patients.