Pharmacists must provide a clear and compelling description of the product or service that they are marketing. This is crucial for business and marketing communication plans

1. Product or Service
Descriptions
David Holdford, RPh, MS, PhD
Professor, School of Pharmacy
Virginia Commonwealth University
For Marketing Pharmacist Services

2. Question
How do I write a description of Thrifty White
Pharmacy’s Rx MedSync® program?
http://www.thriftywhite.com/

3. The name Rx MedSync® offers clues to
what it is but patients need more than a
vague clue to enroll in the program
They need to know exactly what it offers
and why it is better than other programs

4. Clear and informative descriptions are
needed for any product or service being
marketed by pharmacists
This presentation lays out the steps of
writing product descriptions

5. Learning Objectives
Learn what goes into product/service
descriptions
Incorporate product/service descriptions into
marketing communications

6. FIRST, DESCRIBE MAJOR FEATURES OF
YOUR PRODUCT

7. Rx MedSync® synchronized prescription
refill program is a service offered in
community pharmacies where pharmacists
work with patients to synchronize their
chronic refill medications to come due on a
single day of the month

8. ADD ADDITIONAL INFORMATION IF
NEEDED

9. Rx MedSync® streamlines the refill process
and allows pharmacists to work with
physicians and insurance companies to
ensure that medications will be ready when
needed

10. LIST BENEFITS
FOCUS ON THE
CUSTOMER’S INTERESTS

11. Prescriptions filled on the same day. Fewer trips to the
pharmacy.
No need to call in prescription refills. A week prior to
your prescriptions being filled, you receive a call to
confirm which prescriptions need to be filled.
A pharmacist will review your prescription list, monitor
changes after doctor or hospital visits, and check for
possible drug interactions.
You will have time to talk with your pharmacist and
ask questions about your medications.
Consultations are free
You will never run out of your medicines

12. USE THE FEATURES AND BENEFITS TO
DESCRIBE YOUR PRODUCT

13. http://www.thriftywhite.com/Med_Sync.cfm

14. Now, try it yourself for your product or
service
Describe major
features
Add additional
information if
needed
List Benefits
Focus on
customer
Use features &
benefits to
describe your
product

15. INCORPORATE PRODUCT
DESCRIPTIONS IN MARKETING
COMMUNICATIONS

16. http://www.thriftywhite.com/Med_Sync.cfm

17. Conclusion
Pharmacists must provide a clear and
compelling description of the product or
service that they are marketing
That description will be critical in the
business and marketing communication
plans