Brand management, Brand Damagement - American Associated Pharmacies

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  • [Push] Who is this? What does he say?Yes, successful branding. Worked…back…then…
  • [Pull] Experiential. New media allows marketers to engage their audience. Is “experiential working?” How the web is changing is dramatically affecting user experience, and the world… (see video on next slide)
  • Smart phones are important because people are more and more connected to social media programs through their phones
  • Guess what, folks? It is now possible to effectively brand your business in your community, the quality of service you provide, the level of personalization you provide, and share your personality, without spending tens of thousands of dollars or spending hours and months and years developing your brand. And you can do this easily. By using social media.
  • What comes to mind when you think of the Yellow Pages?
  • What comes to mind when you think of the Yellow Pages? You can finally opt out. Study shows that less than 30% of US adults still refer to the yellow pages when looking for a business.
  • People are moving to different places to get their news and hang out. You need to be there if you want to be top of mind. Facebook User Numbers?
  • Most people in the room would agree that WOM is the most powerful form of getting your message out there and getting people in the door. In the past, very difficult to harness this as it could only happen face-to-face or over the phone. Now, it can happen across the world, country, or at 2am at night via email, facebook, blogs, etc….and still have a tremendous impact.
  • Most people in the room would agree that WOM is the most powerful form of getting your message out there and getting people in the door. In the past, very difficult to harness this as it could only happen face-to-face or over the phone. Now, it can happen across the world, country, or at 2am at night via email, facebook, blogs, etc….and still have a tremendous impact.
  • You don't engage and converse through a traditionalad. an ad doesn't build a relationship, people do. the only place ads build relationships is in the Personals section.
  • It’s no longer something for young people to communicate with one another. The best way to illustrate why small businesses are using social media is with a story.
  • In those days, towns had one general store, and the store owner knew everyone.
  • People trusted him and knew what they were getting.
  • And he was the pillar of the community back then.
  • Enter the industrial age, and efficiency trumped personalization.
  • People didn’t mind where they bought from, as long as goods were cheap.
  • Now, that mentality has changed. Consumers are once again reverting to a need for personalization from businesses large and small. The need has been rekindled by the Internet and our ability to find anything we want, as well as a mistrust of advertising (think used cars salesmen).New expectation of transparency and interaction
  • Now, that mentality has changed. Consumers are once again reverting to a need for personalization from businesses large and small. The need has been rekindled by the Internet and our ability to find anything we want, as well as a mistrust of advertising (think used cars salesmen).New expectation of transparency and interaction
  • Small businesses must look beyond their want to grow into corporations, and instead focus on their core customers, who can spread the word on your behalf. Thanks to social media, we’re able to foster these relationships easily and quickly.
  • Trust and community is the biggest branding tactic a pharmacy can use
  • SorenGordhamer, Author of Wisdom 2.0, consults on ways that we can effectively and creatively use the technologies of our age. In his book he explains that the days when companies could rely on carefully crafted press releases and flashy ad campaigns to communicate with their customers and convince people their products are the best in the field are GONE. So you have two options…
  • Resist customer engagement and continue to only use traditional media, which will….
  • Accept change
  • Paradigm - an overall concept accepted by most people
  • They way Samantha and I figure it, there are 4 big social media wins for Independent pharmacy.
  • when in your pharmacy you are more than aware of what’s being said about your team, service, and offerings, but outside of those 4-walls do you really know what’s being said about your business? Honestly, what’s the word on you?
  • Business Listings, Social Media Sites | People on the internet are using these platforms to spread the word about their experiences.
  • Since the community is telling me that Olympia pharmacy is friendly (click),
  • Inexpensive (clicK)
  • and will deliver, I’m more likely to try it out.
  • As we’ve been showing you, these sites can also damage your brand. Or as we like to call it, Brand damagement. That’s a scary word. There are two groups of people that could be potentially damaging your brand online. These include
  • Now, let’s discuss how these sites work well for you even if you do not have any reviewsI did a search for a pharmacy in my local home town. Say I was new there and again was looking for a pharmacy. There are no reviews or claimed pages here. Everyone looks the same. How would they perceive you?pharmacy owners would claim their page and I saw photos, a video like the D&H one, specialities, etc. I would feel as if I knew the pharmacy a bit more and would want to try it out.
  • By simply claiming your page, managing your online brand just got a lot easier. People are more likely to find you on the internet and try you out in the store. Best of all, anytime something is posted on these sites, they’ll notify you and you’ll be able to take the appropriate action to preserve your brand’s identity.
  • In fact, over 45 million people visited Yelp in January 2011 alone to make spending decisions. Are they able to find you?!
  • Your customers. They could be complaining about the wait time, service, price. Whatever it may be, it doesn’t look good for your pharmacy…especially if they use your name. All these sites are searchable by search engines. You don’t want these types of comments popping up between your website and an awesome article written about you by the local newspaper.
  • The second potential group could be your team. Yes, they can be all smiley in your pharmacy, but what are they really thinking? If I was following this twitter user and knew which pharmacy she worked for, I think my view towards the pharmacy would go down a bit. So please, set guidelines and policies with your team.
  • Facebook Fan Page
  • Have you ever wondered what to do with your website? You’ve had the perfect one put together, but what is it supposed to do now? Don’t get be wrong. Websites are essential and I think Reed Family pharmacy has a great one. But unless you are driving people there to refill prescriptions or they can buy OTC items off of it, what are they supposed to do?
  • With facebook pages for business you have the opportunity to hang out and engage your customers and fans on a daily or weekly basis..whichever you prefer.
  • You can show them photos, invite them to pharmacy events, promote products, whatever it may be that you strategically post, know that it will reach a lot more customers than a static website. In fact, each time reed family pharmacy posts something on their wall, it has the potential to reach 432 people that have publically said “I want to stay connected with this pharmacy”.
  • The next big win we have for pharmacy is conversation. Enabling two-way communication and a platform for 24/7 feedback allows you to tap into your community and get immediate feedback..which then allows you to make adjustments in your business or even to help solidify your current and potential customers views towards your pharmacy. Community members aren’t just people who chat about likes and dislikes – they help fix bugs, provide free development, and make contributions across nearly all stages of a business. You need to tap into these communities. They want to help, and they’ll do it gladly if it means a better brand experience over the long term.
  • Immediate product and service feedback.For example, you’re walking around the trade show floor later today and you see some gift items that you think you’re customers would like. Instead of guessing and placing a big order, why not take a few sample photos, post them on Facebook and ask for feedback. Based on the responses, you might know if they’ll be a hit or flop. Crowdsourcing is great for test marketing.
  • Find out why your customers love you.Another way to maximize your online community is by simply asking them why they love your pharmacy. We had one pharmacy in our Boot Camp do this and they received an overwhelming number of responses.
  • Think about it, if I came across this post and saw all these reasons why these people LOVE big c pharmacy – I think I’d have to try it out and most likely be a customer forever. All of these things are helping strengthen your brand and they way people perceive you.
  • As pharmacist and health professionals – you have SO MUCH information that is valuable to the community.
  • You’re content has the potential to be a goldmine for building relationships, positioning yourself as the community health experts, and potentially drive in-store sales. It is time you leverage your expertise. Examples: Promotions, Newsletter delivery, content delivery, Additional store grand opening, Anniversaries, Health Tips, Joint Ventures
  • Throughout our bootcamp, we realized that the pharmacy owners that delegated the art of social media to an internal evangelist ended up having the most successful facebook pages.
  • Remember…
  • Marketing, like pharmacy, is a learned skill. What’s the most business expensive education money can buy? It’s trial and error. There are a lot of great resources out there for you to use to help build not only your social media knowledge, but also your business. We’ve honestly just touched the tip of the iceberg today. Please take advantage of all the resources available to you.
  • Because in business, we have no “THE END.” We have continued learning in a changing world.
  • Brand management, Brand Damagement - American Associated Pharmacies

    1. 1.
    2. 2. Objectives<br />Understand how to stay relevant in a transforming industry<br />Be visible and top of mind when people are looking for a pharmacy or health information<br />Be the pharmacy your customers recommend to their friends and family<br />Know what your customers are saying about your business (and your employees!)<br />Manage and protect your brand with best practices<br />
    3. 3. The 5 Core Principles <br />of Business Success<br />People don’t know how much you know until they know how much you care.<br />The more you help others the greater your own success will be.<br />It’s all the little things done exactly right that separates the ordinary stores from the extraordinary ones.<br />Consistent execution is a competitive advantage.<br />If you can measure it, you can manage it. If you can manage it, you can improve it.<br />
    4. 4. My Commitments to You<br />My Commitment<br />
    5. 5. 1<br />Simple<br />Easy <br />Fun<br />
    6. 6. 2<br />Valuable:<br />bringclarity<br />and distinction<br />
    7. 7. 3<br />Build a Foundation<br />for what you can do <br />when you get home<br />
    8. 8. The World is Changing…<br />
    9. 9. Shrinking margins<br />Mandatory mail order<br />Reduced reimbursements<br />Independent vs. Chain Battle<br />Part D Plan – Generics free by mail<br />Inventory control – theft - liquidity<br />Legislative bills threatening the pharmacy profession<br />Poor performance and lack of motivation with staff<br />
    10. 10. What’s next?<br />My Commitment<br />The way people communicate.<br />
    11. 11. Landscape<br />Push vs. Engage. Traditional vs New<br />
    12. 12.
    13. 13.
    14. 14. Ref: Did You Know? http://vimeo.com/11551721<br />
    15. 15. Ref: Did You Know? http://vimeo.com/11551721<br />
    16. 16. Ref: Did You Know? http://vimeo.com/11551721<br />
    17. 17. Who’s on the Internet &/or using Social Media?<br />My Commitment<br />
    18. 18. Quick Poll:<br />Who has a smart phone? <br />
    19. 19.
    20. 20. Q<br /> Which age group do youthink makes up 74% of all prescriptionpurchases?<br />A<br />Baby Boomers<br />
    21. 21. Spending More Time<br />More Money<br />My Commitment<br />online<br />…than any other<br />demographic<br />
    22. 22.
    23. 23. Will Boomers Connect?<br />My Commitment<br />
    24. 24. “Boomers expect that technology will help them live longer and better lives and keep them connected to family, friends, co-workers and, eventually, healthcare providers.<br />“To fulfill these expectations, boomers are turning to social media, where they keep up with their offline social connections and make new ones. Online marketing messages that help them build on their connections—and foster other online relationships—will get their interest.” <br />Source: Lisa E. Phillips, eMarketer senior analyst and author of the new report, “Boomers and Social Media<br />
    25. 25. Isn’t Just for College Students<br />
    26. 26. What does this mean for the pharmacy industry? <br />My Commitment<br />
    27. 27. Brand Management, Not Brand Damagement<br />Are you visible in the new world? <br />What are people saying about your business? <br />How do you respond and engage? <br />How do you build relationships? <br />
    28. 28. In general, pharmacist are great at building rapport.<br />
    29. 29. Continuously building relationships means…<br />My Commitment<br />Meeting your customers where they are located outside the four walls of your pharmacy.<br />
    30. 30. Stay in Touch with Friends and Family<br />
    31. 31. Ask for Recommendations<br />
    32. 32. Share Links and Content<br />
    33. 33. Welcome Interaction with Favorite Businesses<br />
    34. 34. Really, I’m going to build relationships over the internet…and increase brand loyalty?<br />
    35. 35. How You Currently Market: - Traditional vs. New Media -<br />My Commitment<br />
    36. 36. Branding<br />Not just for the big guys anymore.<br />
    37. 37.
    38. 38.
    39. 39.
    40. 40. Advertising<br />A very expensive word for most of us, right?<br />
    41. 41.
    42. 42.
    43. 43. A<br />Which one sounds most like you?<br />I am satisfied with the effectiveness of my advertising dollars<br />B<br />I’m not sure if my advertising is working<br />
    44. 44. Stop guessing. You deserve real-time statistics!<br />
    45. 45. Now …<br />I want to show my ad<br />only to<br />{Women}<br />from {35-60}<br />who like {cooking}<br />in{Nashville}<br />
    46. 46. Word of Mouth<br />
    47. 47.
    48. 48. Press Releases, Newspaper Ads, Radio Spots and One-Way Communication<br />
    49. 49. New online tools are radically transforming the marketing status quo for businesses. <br />
    50. 50. Why Use Social Media?<br />Samir Balwani: emerging technology strategist at Morpheus Media, a firm specializing in Social Marketing, SEM, and SEO.<br />
    51. 51. Wild West<br />
    52. 52. - The Owner Knew Everyone -<br />
    53. 53. - Trust and Knowledge-<br />
    54. 54. - Pillar of the Community-<br />
    55. 55. Industrial Revolution- efficiency trumped personalization - <br />
    56. 56.
    57. 57. Who People TRUST<br />76% <br />Peer Recommendations<br />14% <br />Ads<br />
    58. 58. Recommendation Age<br /><ul><li>Transparency and Interaction
    59. 59. Stronger Relationships
    60. 60. Repeatable Business
    61. 61. Word of Mouth</li></li></ul><li>FOCUS on Your<br />Core Customers<br />
    62. 62. What’s in it for Your Pharmacy?<br /><ul><li> Biggest Branding Tactic
    63. 63. Increasesvisibility
    64. 64. Build reputation
    65. 65. Increase trust
    66. 66. Increase referrals</li></li></ul><li>Marketing Hourglass<br /><ul><li>Know
    67. 67. Like
    68. 68. Trust
    69. 69. Try
    70. 70. Buy
    71. 71. Repeat
    72. 72. Refer</li></li></ul><li>
    73. 73. The days when companies could rely on carefully crafted press releases and flashy ad campaigns to community with their customers and convince people their products are the best…are GONE!<br />
    74. 74. 1<br />Option <br />
    75. 75. Wall yourself in and become increasingly controlled and hidden<br />
    76. 76. 2<br />Option <br />
    77. 77. Use Social Media to:<br /><ul><li>Reveal your human side
    78. 78. Welcome transparency
    79. 79. Build new relationships with your existing and potential customers</li></li></ul><li>Your brand personality and image must be consistent throughout your entire business – whether that be online or within the four walls of your pharmacy. <br />
    80. 80. The Changing Business World<br />Trying to Sell Making Connections<br />Controlling Our Image Being Ourselves<br />Hard to Reach Everywhere<br />
    81. 81. Social Media Wins for Pharmacy<br />11<br />2<br />1<br />4<br />3<br />
    82. 82. Brand Management – What’s the word on you? <br />11<br />2<br />1<br />4<br />3<br />
    83. 83. There’s a completely new world where people are sharing their thoughts and recommendations with their community. <br />My Commitment<br />
    84. 84. Where can people leave notes about their experiences? <br />
    85. 85. Business Directory Listings for Your Pharmacy Exist with or without Your Action.<br />My Commitment<br />Be Proactive. <br />
    86. 86. Positive Comments and Feedback<br />My Commitment<br />Say thank you.<br />
    87. 87.
    88. 88.
    89. 89.
    90. 90. Brand Damagement<br />…wow, that sounds scary!<br />
    91. 91. Negative Comments and Feedback<br />My Commitment<br />Happening with or without your knowledge…<br />
    92. 92.
    93. 93. Negative Comments and Feedback<br />My Commitment<br />What would you do?<br />
    94. 94. Real-Time Response<br />Do not remove the post <br />Respond publically by saying thank you and offering a solution<br />Improve your pharmacy business<br />
    95. 95. A Complaint is a Gift<br />
    96. 96.
    97. 97. The Risk of Neglect<br />My Commitment<br />
    98. 98. When everyone looks the same, how do you get your business to stick out? What’s their first impression? <br />
    99. 99. Chances of being found increase and you’ll be notified when something is posted! <br />
    100. 100. Are people in my community really using these review sites?<br />Yes.<br />Over 45 million people visited Yelp! in January 2011 alone to make spending decisions. <br />
    101. 101. It also happens on Twitter, Facebook, and Blogs<br />All of these sites are linked to Search Engines! You do not want negative info appearing before an awesome news clip or your website.<br />
    102. 102. Don’t forget about your team!<br />
    103. 103. Facebook Fan Pages<br />11<br />2<br />1<br />4<br />3<br />
    104. 104.
    105. 105.
    106. 106. Pharmacy & Staff Photos<br />
    107. 107. Pharmacy Events<br />
    108. 108. Health Content<br />
    109. 109.
    110. 110. Crowd Sourcing<br />2<br />4<br />3<br />1<br />
    111. 111. New Products & Services<br />
    112. 112. Show the LOVE<br />
    113. 113.
    114. 114. The Community Health Hub<br />2<br />4<br />1<br />3<br />
    115. 115. Remarkable Content…<br />Build relationships<br />Solve problems and offer solutions<br />Position pharmacy and team as the community health experts<br />Drive in-store sales<br />Leverage your expertise!<br />
    116. 116. Feeling… Overwhelmed?! <br />
    117. 117. …as if social media still might not be for your pharmacy? <br />
    118. 118. …or that you just have too much on your plate?<br />
    119. 119. 5 Considerations for Change<br />1. Leverage<br />2. Competitive Advantage<br />3. Fighting chance of winning - (can't afford another loss); loss happens because people aren't prepared<br />4. Can it be set up easily - will I understand how to use it?<br />5. Can I implement it into my business model easily?<br />
    120. 120.
    121. 121. Eight Step Plan to <br />Kick-Starting Your Pharmacy’s Social Media Efforts<br />
    122. 122. Who “Owns” Social Media?<br />It doesn’t have to be the pharmacy owner or manager!<br />
    123. 123. • Internal Evangelist •<br /><ul><li> Pharmacy enthusiast
    124. 124. Loves your customers
    125. 125. Dedicated to helping your business grow
    126. 126. Enjoys spending time on the internet </li></li></ul><li>Determine Your Goals and Objectives<br />Do you want to…..<br />Increase referrals to your pharmacy?<br />Extend the pharmacy experience? <br />Inform your current customers about upcoming events in the pharmacy?<br />Become the health resource in the community?<br />
    127. 127. Research, Research, Research. <br /><ul><li>What is best platform for your target market?
    128. 128. What’s the word on you? Are people talking?</li></li></ul><li>Create a Digital Rolodex of Contacts and Content.<br /><ul><li>Potential Joint Ventures and opportunities in the community
    129. 129. Industry best practices
    130. 130. Which parts of social media can be automated? </li></li></ul><li>What Does Your Pharmacy Story Look Like? <br />
    131. 131. Develop an Online Marketing Persona.<br />REMEMBER: Your brand personality and image MUST be consistent throughout your entire business – whether that be online or within the four walls of your pharmacy. <br />
    132. 132. Who is Your Target Market?<br />Geriatric Patients? <br />Young and Growing Families?<br />Diabetic Patients?<br />
    133. 133. Measurement and Success Metrics.<br />Your Return on Influence.<br />
    134. 134. If you can TRACK it, you can MEASURE it, if you can measure it, you can MANAGE it, and if you can manage it, you can IMPROVE it. <br />
    135. 135. Execution. Making it all work together.<br />
    136. 136.
    137. 137. FREE Pharmacy & Social MediaResources<br />
    138. 138.
    139. 139. The Pharmacy Social Media Hub<br />www.pharmacyowners.com /socialmedia<br />
    140. 140.
    141. 141.
    142. 142. Pharmacy Industry Message Board<br />www.pharmacyowners.com /messageboard<br />
    143. 143. To be continued…<br />

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