For decades, word-of-mouth has been an effective way to obtain new patients, yet almost no pharmacy has a strategy to ignite those conversations.
It seems that word-of-mouth is often taken for granted, assuming that competency as a pharmacist is enough to cause chatter—it’s not.
The Pharmacy Sage will finally show you the practical framework you need to turn patients into volunteer marketers.
People don’t talk about “good,” they talk about “different,” and “superior.” Something about your pharmacy that you do differently for patients is what gets remembered and shared. It’s your talk trigger.
Here are four requirements to be an effective talk trigger:
The following ideas are vital because they embrace the above criteria and demonstrate how to activate this valuable part of your marketing machine. Thus, they activate word-of-mouth marketing.
Be certain to include why you’re doing what you’re doing in all verbal and written communications. Also, include in your website and blog posts ways that you will contribute to and influence your readers so that they become an army of marketers for you.
To Propel Word-of-Mouth Marketing, Put These Talk Triggers to Work
Long before CVS divested itself of cigarettes, John Forlenza, whose pharmacy is located just outside Wilkes-Barre, Pennsylvania, decided that he would no longer sell cancer sticks upfront, while purporting to cure cancer in his prescription department. Therefore, after selling his inventory down to a certain level, he decided to have “the great smokeout.”
He notified the fire marshal of his intent to burn all of his cigarettes on the street in front of his pharmacy. He also notified the cancer institute, as well as local and statewide bigwigs. As a result, the police cordoned off a four-block area and on the designated night, the remainder of his cigarettes went up in smoke.
He garnered so much publicity and attention that word-of-mouth spread like wildfire. His sales the following two weeks and the number of new patients bringing him prescriptions skyrocketed.
This stunt exemplifies the four requirements—it was remarkable, relevant, reasonable, and repeatable.
More Ways to Accelerate Word-of-Mouth Marketing
The first four are no-cost. The other one is comparatively low-cost, however, the free publicity that you gather as a result is the basis for some unusual word-of-mouth-marketing.
These are but five ways to accelerate your word-of-mouth marketing. There are many others.
You’ll be amazed at how you can send your word-of-mouth marketing into orbit when you devote time and energy to it. Isn’t it worth the cost of time to build your business ever-so-rapidly?
“It takes but one person enjoying immensely better health and circulating the word about how superior you are to start a stampede to your pharmacy.”
– The Pharmacy Sage
The Pharmacy Sage can be reached at (518) 346-7021 or firstname.lastname@example.org