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Brand management, Brand Damagement - American Associated Pharmacies

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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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