What do you do when faced with deciding between two competing businesses when both appear to do the same thing? Even if one offers “fast, friendly service”, is that enough to help sway your decision? Of course not. When faced with deciding between two businesses that offer the same thing, our decisions often are swayed by convenience and, unfortunately, price. Since most independent pharmacies are not open 24 hours a day, 7 days a week, and since most independents would prefer not to have to compete on price alone, we need to look at what we offer that takes price and convenience out of the equation. We should be promoting our niche services as a way to increase business.
Almost every pharmacy I know offers niche services executed best by independents. At one end of the scale there is free delivery – a very basic service – but invaluable for not just people who have difficulty getting to the pharmacy because of health, but for busy people as well. When you promote your free delivery, are you sure to promote this as a benefit for a variety of patients?
At the other end of the scale, sync has to be one of the greatest opportunities for Independents to be able to market a niche service that benefits many different patients – and we know the chains are not going to compete with us in this space. Sometimes I see pharmacies limiting this service to multiple script patients only when someone like my husband, who is on four medications only, finds it invaluable as well. Starting him on sync now insures that his pharmacy gets all of his prescriptions as well as building a life long relationship with him as a loyal customer.
Having niche services will help you immeasurably with search on the web. Seth Godin, one of the world’s most famous marketers writes, “The only way your business wins in Google world is to be the best available option, where ‘best’ means best for the person searching for an answer, and ‘available option’ means everything.” Make certain that you include key words about your niche services on your website’s home page to make sure that people searching for your niche service can find you.
Take a careful look at your business and identify your niche services not offered at other pharmacies. For example, classes on disease states, med disposal, medication reviews, compounding, etc. Then identify the people who would most benefit from these niche services. Remember, a winning strategy for your pharmacy is to market those products or services that work best as custom and connected services rather than to try to compete with the masses.
Remember, to be heard in this world of marketing message deluge, you need a message that is relevant and resonates. Marketing of niche services is a great place to start – it is time to be the brand that offers what others do not.
Originally posted in America’s Pharmacist
