Parata Systems' Small Business Success Program on marketing for independent pharmacies. This first slide deck examines the fundamentals of building great marketing plans. Our intention today is to focus on building the foundation for your marketing plan. Parata is excited to bring you this marketing course that will help you build a powerful marketing plan that sets a strategy for success and utilizes tactics that will help you grow your business.
Sign up for the full course at: http://success.parata.com/08-LP-Slideshare.html.
For some new managers, the idea of giving performance reviews and being responsible for others can be intimidating. For others, there are fears about how to manage people older than them. And then there are others who worry about being accepted by their new team. I too, had these fears. But over time, I have learned a lot from peers, from mentors, and from my own employees. I made some terrible mistakes, and I had some pretty good successes. These nuggets of insight are some of the best personal learnings I’ve had in my management career, and ones which I wish I knew when I started managing people.
The Manager's Resource Handbook is an online source of tools, templates and articles relating to business and management in the global environment. Our mission is the help managers and businesses succeed through the benefit of our experience. You can contact us at http://www.managersresourcehandbook.com.
Content Marketing program for healthcare hospitals. This is a proven content marketing playbook for healthcare providers and hospitals. Useful for marketers working in health care organizations who want to implement digital marketing.
Title: Establishing ROI and Forming Partnerships: Growing mHealth Collectively
Description: In the third session, attendees gain an understanding of best practices to assess new technology from two perspectives. The first is focused on forming partnerships with hospitals and health systems for assessment of new technology with the goal of forming a sound evidence base for use. The second perspective includes assessment of new technologies and implementation into clinical workflow, and how it impacts care transitions and affiliated cost savings. As the mHealth industry matures providers require a detailed accounting of changes in clini
Speakers: Neal Sikka MD & Juan Pablo Segura
Objectives: Compile best practices for evaluating new technology. Discuss the mHealth sales cycle and how hospitals and health systems can take advantage of low cost technology solutions. Evaluate population health management tools which leverage mobile and wireless devices for care transitions, decreasing costs and improving outcomes through community based Care transitions and care coordination technology.
Measuring Your Pharmacy's Return on Influence
How many people is your message reaching? Who exactly is it reaching? Can you measure the impact of your efforts? What gets measured gets improved--once you understand how to answer these questions, you can significantly improve your social media marketing efforts and fortify strong relationships with your community.
A new dental patient will generate a minimum of $4500 in their lifetime at a practice. That doesn't include referrals. Since all practices incur attrition, every Dental Practice needs to generate between 24-50 new patients per month. This presentation will give dental marketers the tools to achieve this goal.
For some new managers, the idea of giving performance reviews and being responsible for others can be intimidating. For others, there are fears about how to manage people older than them. And then there are others who worry about being accepted by their new team. I too, had these fears. But over time, I have learned a lot from peers, from mentors, and from my own employees. I made some terrible mistakes, and I had some pretty good successes. These nuggets of insight are some of the best personal learnings I’ve had in my management career, and ones which I wish I knew when I started managing people.
The Manager's Resource Handbook is an online source of tools, templates and articles relating to business and management in the global environment. Our mission is the help managers and businesses succeed through the benefit of our experience. You can contact us at http://www.managersresourcehandbook.com.
Content Marketing program for healthcare hospitals. This is a proven content marketing playbook for healthcare providers and hospitals. Useful for marketers working in health care organizations who want to implement digital marketing.
Title: Establishing ROI and Forming Partnerships: Growing mHealth Collectively
Description: In the third session, attendees gain an understanding of best practices to assess new technology from two perspectives. The first is focused on forming partnerships with hospitals and health systems for assessment of new technology with the goal of forming a sound evidence base for use. The second perspective includes assessment of new technologies and implementation into clinical workflow, and how it impacts care transitions and affiliated cost savings. As the mHealth industry matures providers require a detailed accounting of changes in clini
Speakers: Neal Sikka MD & Juan Pablo Segura
Objectives: Compile best practices for evaluating new technology. Discuss the mHealth sales cycle and how hospitals and health systems can take advantage of low cost technology solutions. Evaluate population health management tools which leverage mobile and wireless devices for care transitions, decreasing costs and improving outcomes through community based Care transitions and care coordination technology.
Measuring Your Pharmacy's Return on Influence
How many people is your message reaching? Who exactly is it reaching? Can you measure the impact of your efforts? What gets measured gets improved--once you understand how to answer these questions, you can significantly improve your social media marketing efforts and fortify strong relationships with your community.
A new dental patient will generate a minimum of $4500 in their lifetime at a practice. That doesn't include referrals. Since all practices incur attrition, every Dental Practice needs to generate between 24-50 new patients per month. This presentation will give dental marketers the tools to achieve this goal.
Defining your role in patient experience aamc-gia presesentationEndeavor Management
Want to learn how marketing gains a seat at the table in the patient experience? This presentation with MD Anderson and Vanderbilt provides some great tips.
How do we get people to do what's good for them? Touch, Look, Check. Developi...CharityComms
Eluned Hughes, head of public health and information, Breast Cancer Now
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
A Conversation on Ethical Considerations for a Fair and Effective Health Care...LucilePackardFoundation
What ethical considerations should guide the design and evaluation of systems of care for children with medical complexity? There are inevitable tradeoffs that any complex health care system must confront when attempting to achieve multiple worthy goals, from benefitting individual patients and families and securing fair distribution of benefits across populations, to operating in a manner that is transparent and free from conflicts of interest.
A strong dental practice needs to generate 24-50 new patients each month. It's no secret that word of mouth referrals can't keep up, consumers are shopping online and there is more competition than ever before.
The fact is that people prefer to do business with businesses that they trust.
This presentation gives you the tools to enhance your marketing program to built trust and generate business.
Building Support for an Integrated Approach to Internet StrategyAaron Watkins
Presented at Connective DX Healthcare Executive Forum, this deck shares insight on building support as an organization's internal digital strategist.
The session was recorded and the audio released on the Healthcare IT Marketer's podcast. Listen here: http://ulteradigital.com/wp/diving-deeper-into-the-new-healthcare-consumer-experience/
Hospital Public Relations and Marketing via Social MediaBacon Social Media
This presentation looks at the importance of online reputation management for hospitals and organizations in the healthcare industry. The presenters cover how to monitor your digital footprint and find incorrect, misleading and unfavorable information. They also discuss how to respond to negative information and expose search engine results to positive and helpful information. Social Media sites are also covered. Facebook for hospitals, Pinterest for hospitals, and social media marketing are included topics.
Presenters: Ryan Sides, Lead Strategist, Bacon Social Media
Mary Ellen Slayter, Managing Director/Founder, Reputation Capital Media Services
What Health Care can Learn about Social Media from a Grocery ChainKeith Boswell
from Keith Boswell, Director of Social Media Strategy at Meijer
1) What I learned in Health Care
2) What Health Care can Learn from Retail
-- When HIPAA and Retail Collide
-- The power of customer surprise and delights
-- Fostering positive conversations
-- The combined power of partners in your ecosystem
-- Using social media to improve in-store experience and service
-- Training and the power of spreading the word
-- Politicians and Politics (Ambassadors Rule)
Question & Answers.
Ryan Lilly of Matter and Tara Auclair of Modernizing Medicine's HITMC presentation: “How to Build a Diverse Media-Facing Thought Leadership Bench” took place on Thursday, April 5 at the New Orleans Marriot. Attendees learned how specialty-specific health IT leader, Modernizing Medicine, partnered with Matter to create engaging and impactful platforms for its spokespeople.
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...Dale "DataDale" Filhaber
The premise of marketing is remarkably simple: People buy from people they trust.
Effective marketing is all about creating that culture of trust and knowledge with your customers and prospects.
What makes people trust you?
Your marketing efforts need to build relationships that override basic features and price; your audience needs to feel that you are providing them with information and a service level they can’t get from anyone else.
With Engagement Marketing, you are creating that trust by
driving your interested audience towards these goals:
• Encouraging a dialogue with the individual to help them to make a purchase decision. An engaged customer is likely to become a loyal repeat customer.
• Cultivating the individual as an advocate of your thought leadership and market image. Advocates will recommend your products and services enthusiastically to their network of friends and business colleagues.
This program will explore different Engagement Marketing opportunities and provide actionable tips you can use to develop an Engagement Marketing Plan
Educating the Marketplace to Support Successful Diabetes Product Launches Rep...Best Practices
Pharmaceutical and biotech companies realize the importance of educating the payer sector to improve the likelihood of a successful launch of their new products. As payers’ influence in the marketplace has grown, so has the importance of effective payer education tactics- no more so than in the diabetes therapeutic area where competition is fierce for prime formulary positioning. This Best Practices®, LLC benchmarking study provides benchmarks around timing of payer-oriented market education and effective education tactics for payers.
Functions in Medical Affairs, Medical Information Enquiries , PowerPoint Requests , Meeting with doctors , In-clinic effectiveness , Questionnaire and Surveys, Training , New Brand Launch, Hierarchy , Work Management
Measuring Success: Which Customer Focused Initiative is the Right One?
You've gone beyond segmentation and have done some qualitative research to understand what consumers really need and want from your organization. You've used those research insights to envision an improved consumer journey that will alleviate pain points and even deliver delight! The team is on the same page that this vision will result in a fundamentally improved experience. But there are many aspects of the journey. Many changes will need to be made, some large and some small. Which are more important? Which will get you the most results? What should be done first, second, and third? Where should limited investment dollars be spent? This talk will explore key considerations for measuring consumer engagement, deciding which metrics are important to your organization, and how to set up guiding principles as a framework for decision making.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Defining your role in patient experience aamc-gia presesentationEndeavor Management
Want to learn how marketing gains a seat at the table in the patient experience? This presentation with MD Anderson and Vanderbilt provides some great tips.
How do we get people to do what's good for them? Touch, Look, Check. Developi...CharityComms
Eluned Hughes, head of public health and information, Breast Cancer Now
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
A Conversation on Ethical Considerations for a Fair and Effective Health Care...LucilePackardFoundation
What ethical considerations should guide the design and evaluation of systems of care for children with medical complexity? There are inevitable tradeoffs that any complex health care system must confront when attempting to achieve multiple worthy goals, from benefitting individual patients and families and securing fair distribution of benefits across populations, to operating in a manner that is transparent and free from conflicts of interest.
A strong dental practice needs to generate 24-50 new patients each month. It's no secret that word of mouth referrals can't keep up, consumers are shopping online and there is more competition than ever before.
The fact is that people prefer to do business with businesses that they trust.
This presentation gives you the tools to enhance your marketing program to built trust and generate business.
Building Support for an Integrated Approach to Internet StrategyAaron Watkins
Presented at Connective DX Healthcare Executive Forum, this deck shares insight on building support as an organization's internal digital strategist.
The session was recorded and the audio released on the Healthcare IT Marketer's podcast. Listen here: http://ulteradigital.com/wp/diving-deeper-into-the-new-healthcare-consumer-experience/
Hospital Public Relations and Marketing via Social MediaBacon Social Media
This presentation looks at the importance of online reputation management for hospitals and organizations in the healthcare industry. The presenters cover how to monitor your digital footprint and find incorrect, misleading and unfavorable information. They also discuss how to respond to negative information and expose search engine results to positive and helpful information. Social Media sites are also covered. Facebook for hospitals, Pinterest for hospitals, and social media marketing are included topics.
Presenters: Ryan Sides, Lead Strategist, Bacon Social Media
Mary Ellen Slayter, Managing Director/Founder, Reputation Capital Media Services
What Health Care can Learn about Social Media from a Grocery ChainKeith Boswell
from Keith Boswell, Director of Social Media Strategy at Meijer
1) What I learned in Health Care
2) What Health Care can Learn from Retail
-- When HIPAA and Retail Collide
-- The power of customer surprise and delights
-- Fostering positive conversations
-- The combined power of partners in your ecosystem
-- Using social media to improve in-store experience and service
-- Training and the power of spreading the word
-- Politicians and Politics (Ambassadors Rule)
Question & Answers.
Ryan Lilly of Matter and Tara Auclair of Modernizing Medicine's HITMC presentation: “How to Build a Diverse Media-Facing Thought Leadership Bench” took place on Thursday, April 5 at the New Orleans Marriot. Attendees learned how specialty-specific health IT leader, Modernizing Medicine, partnered with Matter to create engaging and impactful platforms for its spokespeople.
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...Dale "DataDale" Filhaber
The premise of marketing is remarkably simple: People buy from people they trust.
Effective marketing is all about creating that culture of trust and knowledge with your customers and prospects.
What makes people trust you?
Your marketing efforts need to build relationships that override basic features and price; your audience needs to feel that you are providing them with information and a service level they can’t get from anyone else.
With Engagement Marketing, you are creating that trust by
driving your interested audience towards these goals:
• Encouraging a dialogue with the individual to help them to make a purchase decision. An engaged customer is likely to become a loyal repeat customer.
• Cultivating the individual as an advocate of your thought leadership and market image. Advocates will recommend your products and services enthusiastically to their network of friends and business colleagues.
This program will explore different Engagement Marketing opportunities and provide actionable tips you can use to develop an Engagement Marketing Plan
Educating the Marketplace to Support Successful Diabetes Product Launches Rep...Best Practices
Pharmaceutical and biotech companies realize the importance of educating the payer sector to improve the likelihood of a successful launch of their new products. As payers’ influence in the marketplace has grown, so has the importance of effective payer education tactics- no more so than in the diabetes therapeutic area where competition is fierce for prime formulary positioning. This Best Practices®, LLC benchmarking study provides benchmarks around timing of payer-oriented market education and effective education tactics for payers.
Functions in Medical Affairs, Medical Information Enquiries , PowerPoint Requests , Meeting with doctors , In-clinic effectiveness , Questionnaire and Surveys, Training , New Brand Launch, Hierarchy , Work Management
Measuring Success: Which Customer Focused Initiative is the Right One?
You've gone beyond segmentation and have done some qualitative research to understand what consumers really need and want from your organization. You've used those research insights to envision an improved consumer journey that will alleviate pain points and even deliver delight! The team is on the same page that this vision will result in a fundamentally improved experience. But there are many aspects of the journey. Many changes will need to be made, some large and some small. Which are more important? Which will get you the most results? What should be done first, second, and third? Where should limited investment dollars be spent? This talk will explore key considerations for measuring consumer engagement, deciding which metrics are important to your organization, and how to set up guiding principles as a framework for decision making.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
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Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
6. • Female
• 35 – 50 yrs old
• Married w/
children
• Runs a personal
taxi service
• Kids w/ allergies
• Values
convenience &
organization
• Talks to a lot of
other moms
• Values the
opinions of peers
both online &
word of mouth
Chronic Carl
• Male
• 30 – 50 yrs old
• Single
• Monthly script for
Xanax & Ambien
• Works in
technology field
• Values face to
face consultation
• High-stress, hightoxin lifestyle
• Spends a lot of
time online
Suzy Soccer Mom
Paranoid Pat
Target Audience
• Male
• 40 – 65 yrs old
• Chronic
conditions such as
hypertension, hea
rt
disease, diabetes
• 5+ prescriptions
at any time
• Struggles with
adherence
• Sedentary
lifestyle
• Values
convenience &
organization
10. Summary
1. Set S.M.A.R.T. goals
2. Analyze your environment (SWOT)
3. Know your target audience
4. Secure your most profitable customers
5. Define your value
Editor's Notes
Hello and welcome to our Small Business Success Program on marketing for independent pharmacies. My name is Courtney Wilson and I’m a marketing manager here at Parata and I’m really excited to be here today to talk about an important topic, the fundamentals of building great marketing plans. Our intention today is to focus on building the foundation for your marketing plan, throughout this lesson we’ll be presenting pieces of the puzzle and showing how they come together, and at the end you’ll be able to create a plan that is actionable and helps you reach your goals.We know how much you have on your plate and that marketing isn’t always top of mind. You’re focused on your duties as a pharmacist and the day to day operations of your business.That‘s why we’re excited to bring you this marketing course that will help you build a powerful marketing plan that sets a strategy for success and utilizes tactics that will help you grow your business. With that said, let’s dive right in!
So, for today’s lesson we’re going to review the importance of setting S.M.A.R.T. goals, how you can conduct and effective SWOT analysis, the power in understanding your target audience, why securing your most profitable customers is so important and how you can define your value as a pharmacy.
When we start building a marketing plan we start with your organization’s goals and consider how our marketing efforts can support those goals. Some goals we can support and some we can’t. Once we know what goals we’re supporting we set our own SMART goals to get there.So, let’s begin building our marketing plan with a SMART goal. For the purposes of this presentation, I’ll offer something up…Let’s define the goal as converting 10% of my patients to strip packaging by the end of 2014. OK…does that goal meet the SMART criteria? Well, it’s specific and measurable since we’re talking about 10%, it’s certainly action oriented, you want to get them converted to strip packaging, it’s realistic and it’s time bound, we want to do this by the end of 2013.We’ll refer back to this goal often to make sure we’re on the right track with our plan.Once you’ve established a set of business goals that meet the SMART criteria, it’s time to move on to analyzing your current environment.
Now that you have a goal, to convert 10% of your customers to strip packaging by the end of 2013, it’s really important to examine your current marketing situation. SWOT is particularly useful in developing a quick perspective. It’s a scan of the environment, not necessarily a detailed analysis. By truly understanding the potential opportunities and threats to your success, you can use those insights to effectively develop a marketing plan that will capitalize on your strengths and mitigate your weaknesses.A few helpful tips on this. You’re likely to find various items in each bucket so rank them in order of impact. There may be many opportunities, but which one would have the most impact on the growth of your business? There are probably multiple threats, but which one is the most likely to create a barrier to success?SWOT also works well in group sessions. Engage your team in the exercise. You may uncover an area of great strength that you were not promoting or discover a new opportunity that you weren’t aware of and want to build it into your plan. Also, engage people outside your business as well. Your spouse or a friend who has a strong business acumen.
Now that we’ve set the framework for your plan by setting the goal of converting 10% of our customers to strip packaging, and we’ve analyzed the current environment, it’s time to talk about who your customers are and what makes them tick.Understanding your target market is vital for proper marketing. To keep things simple we’re going to focus on your current customer base, because that is how our SMART goal is defined. You want to convert 10% of your customers to strip packaging.You will employ different tactics to market to your existing customers than new customers. For example, you’ll target your existing customers with more in-store promotions and it’s much easier to do direct marketing to folks whose information you have on file, weather that be through your host system or in another database.Keep in mind, it’s much easier, and cheaper to keep existing customers than gain new ones. We’ll talk much more about tactics and strategies to gain new customers in subsequent webinars, but first we want to make sure that we understand our current customers.What problems are they looking for you to solve? What do they value in your service? Where do they go for information? What is their value to you and your business?
Here you can see that we have sketched out some examples of the kind of information you might glean from examining your target audience. The actual process of developing these is far more detailed, but I wanted to show you how you might apply some of the findings to your marketing.Let’s take a look at Suzy. What do we know? We know she’s incredibly busy. Maybe one of her kids has allergies or another chronic condition that requires a regular prescription. She really values anything you can do to make taking medication more convenient and give her peace of mind that her kids are taking the right medications at the right time. PASS packaging is a great example of a solution that may help her. She can pack Jimmy’s lunchtime meds for his camp director right next to his PB&J and be more confident that he’ll take the right meds at the right time. Anything you can do to help alleviate some of her stress is a huge benefit, and something she’ll keep in mind when talking to other moms.How about Carl? Carl may be an ideal customer for a solution like adherence packaging. He hasn’t taken great care of himself, he works hard at a desk job that promotes a very sedentary lifestyle and he’s developed some chronic conditions that need to be treated with ongoing medication. Adherence is tough for him, there are a lot of medications to take and he’s a busy guy. He doesn’t always remember what he’s taken and what he hasn’t. PASS packaging can be a solution to his problems.This is so critical because once you understand the problems your customers face you can gear all of your marketing in a way that speaks to the solution you have for those problems. In this instance it’s strip packaging, but you may have other services that you find is of value to them.
Keep in mind….the reason we’re talking about this is that securing your customer base is critical. Considering approximately 10% of your customers likely account for 50% of your revenue. Identify those customers, just like Suzy or Carl, and make sure you have a solution in place to help solve their problems.These are the chronically ill patients who are taking 5 or more meds a day, and they are the ones that payors, public and private alike are targeting for fast savings so they can keep them out of the hospital. 1 in 5 Medicare patients wind up back in the hospital within 30 days of discharge costing tax payers upwards of 17 billion dollars a year. Medication adherence is key to this equation. Considering that almost half of consumers use more than one pharmacy, and strip packaging aggregates prescriptions, those who use it have a great opportunity to grow their business and impact patient health at the same time. When you turn a complex problem like a bag of vials, into a simple solution like strip packaging, it’s a game changer.
You’ve established your goal, done your SWOT analysis and begun to segment your customer base it’s time to develop a high-level message that will help provide a framework for what will ultimately inform your communication plan.When developing a messaging strategy, having a clear, primary message can help keep your messaging focused and on point that clearly speaks to the problems a customer faces and how you might solve that problem differently than the competition. PASS packaging is a powerful differentiator. Making the lives of your customers more convenient and positively impacting their health can certainly separate you from your competition.Going back to our SWOT analysis, consider some of your brand strengths and how those may differentiate you from other pharmacies in your community. Take some time to consider what differentiator you can use to establish that position. Is it a new service that you offer? We’ve done a lot of the work for our customers when it comes to positioning adherence packaging, and we can show a few examples of what we’ve developed for use. But the most important thing to do when developing a clear value proposition is to speak to the problem that you solve for your customers. It’s the end result that matters most, not necessarily the way you get there, which is the product or service.
We’re going to take a look at a few real life examples of how your understanding of your customers and the hard work you do in coming up with a compelling, primary message come together in a tactical format.These are actual pieces that Parata customers have access to through our Business Growth Toolkit. You can see that we’ve done a lot of research about the benefits of PASS packaging in the typical retail setting. Our message is clearly about convenience and better adherence. This really speaks to some of the concerns we talked about. Remember Carl who’s so busy that he forgets to take his medications, or Suzy, who is worried about her son getting the right meds at the right time. Just add water, couldn’t be easier.Throw that annoying box away…think outside the box. These are the manifestations of a messaging strategy that takes into account the brand strengths, the competitive landscape and most importantly, what your customers want.
So, just to summarize what we’ve gone through today.We talked about setting SMART goals and picked one of our own to base our plan on which was converting 10% of your existing customers to strip packaging.We analyzed our environment with a productive SWOT analysis which you included your team on and shared with trusted advisors outside of your businessWe talked about segmenting your existing customer base to identify your most profitable customers, the problems they face and how you can help solve them.And lastly we talked about how you can truly define your value as a pharmacy and speak those same problems your customers are facing.\That’s it for today’s lesson, thanks so much for participating in this course. We hope you’ll join us for next week’s lesson when we’ll cover traditional marketing tactics that you can apply immediately in your business to create brand awareness and drive additional revenue.