There are lots of advantages to running an independent pharmaceutical company, including the fact that they are much more agile than the big corporations in terms of making changes to their strategy. Independent pharmaceutical businesses can also deliver a much more personalized service for your local community, which is a big attraction for a lot of people. Of course, competing with those corporations is intimidating, especially when you consider the amount of money they can throw into their marketing. However, with the right strategy, some creativity, and plenty of determination, success is absolutely possible. This guide outlines some key tips to help you grow your small independent pharmaceutical company.
Support and nurture your team
Your staff are the heart and soul of your pharmacy and are responsible for delivering exceptional customer service. To retain experienced and competent staff, it is important that they feel valued and recognized for their contribution to the business. For example, you could display the team’s credentials on the wall of the pharmacy. Make sure that all staff are properly trained, feel able to ask for support, and have the opportunity to gain new qualifications which will further their careers.
Improve your technology
The technology that your pharmacy uses has a direct impact on your efficiency, productivity, and quality of your customer service. Storing and organizing medications and patient files is difficult, and making a mistake can be catastrophic. Some pharmacies, for example, have an automated dispensing system that reduces the likelihood of human error and speeds up the practical element of the service. This leaves your staff free to focus on the customer’s experience and build positive relationships. Find out more about the impact of technology on the pharmaceutical sector.
Advertise both off and online
Digital marketing is vital to the success of any modern business, mainly because most people will start their search for a local service with a search engine like Google or on social media. To ensure that you are maximizing your visibility online and appearing for relevant keywords, you need to invest in search engine optimization (SEO) for your website, social media, and email marketing. If you are not familiar with SEO or digital marketing in general, contacting an SEO management company is a good place to start.
However, while it is true that the internet has transformed the way businesses market themselves, that does not mean that you should throw all your marketing efforts into the digital world. Many older customers still prefer to receive communications via traditional printed marketing materials such as leaflets.
Research your local community’s needs
A major advantage that independent pharmacies have over national chains is that they are physically there amongst their community and closer to their needs. If the people living around your pharmacy are predominantly elderly, it makes sense to deliver a service and market with their needs in mind. If you are in a city with a high student population, sexual health or acne might be a more pressing issue. Analyze your community’s needs and follow this up with customer surveys which ask your existing customers how you can better serve them and improve your service.
