The holiday season is upon us! Is your pharmacy advertising and marketing taking advantage of the holidays?
Last year, holiday spending exceeded $1 trillion. That is a major opportunity for all retail stores, including your independent pharmacy. However, just like Small Business Saturday, you can’t simply sit back and expect an increase in business.
In order to help increase pharmacy profits during the holiday season, here are 5 pharmacy advertising and marketing ideas:
Holiday-Specific Pharmacy Advertising
We’ve covered pharmacy advertisement on this blog before and the most important point we’ve always stressed is the need for specificity and targeting in your pharmacy advertising. Pharmacy marketing materials should always have a specific offer and be targeted at a specific offer. While your tried-and-true fliers could work just fine during the holiday season, creating a new holiday-specific advertisement will bring you much better results and allow you to promote all of the other pharmacy advertising and marketing ideas you’ve put together.
Seasonal Events and Presentations
Making your pharmacy a destination for events and presentations is a great way to get customers in the door and establish your pharmacy as an important part of the community. Presentations can help you demonstrate your value as an informational resource which will set you apart from the chain pharmacies. During the holidays and winter season, holding talks about diabetes or cold prevention will be relevant and useful to your customers. Other events could include any holiday-themed event. Consider offering your parking lot to the community for special events if you have enough room and the right location.
Increase Front-End Sales
The increased holiday spending may not translate to an increase in prescription orders, but that isn’t your only source of income. Increasing front-end sales, which have been found to have an average 38% margin is a great way to take attract holiday shoppers. Depending on what your pharmacy carries, the front-end products you offer and the best independent pharmacy marketing ideas to promote these products will vary. If you’re a more comprehensive pharmacy, anything from Christmas decorations to wrapping paper could be an option. If you focus strictly on health and wellness, you can still offer beauty products and other items that make good holiday gifts.
Holiday Gift Baskets
Along the lines of increasing front-end sales, offering special holiday gift baskets can be a great pharmacy advertising idea. These gift baskets could include a collection of beauty or health products or even a wellness basket full of non-prescription medications.
Partner With Other Businesses
Any of these pharmacy advertising and marketing ideas can be used in combination with a partnership with another local small business to help share customers and boost holiday shopping for both of you. Holiday gift baskets could include offerings from your store and a massage therapist or chiropractor. Holiday events could be co-sponsored with other local businesses. Form relationships with small business owners in your area and look for opportunities to work together to benefit both of you.
Looking for more pharmacy advertising and marketing ideas? Check out our 2018 Buyer’s Guide for Pharmacy Owners.