Flu season is upon us, and as they say, an ounce of prevention is worth a pound of cure. How will you be conveying that message to your patients this flu season?
Here are 22 marketing tactics to position your independent pharmacy as the go-to for their healthcare needs this flus season. The ideas below are all highly effective with little to no-cost investment. Whether you choose to implement one or all of the ideas, they’ll make your job a lot easier and your pharmacy marketing tools much more effective by keeping your brand top of mind.
1. Flu shot gift cards. This is a simple flu shot solution for younger patients with elderly parents, friends or neighbors. Have the gift cards available at your cash register and strategically place some signage throughout the store. Your all-star pharmacy team should also be trained to mention this offer while the patient is receiving their shot. Before you know it, your independent pharmacy can be the go-to healthcare destination in the community.
2. On-site flu shots to local businesses. The flu takes a real toll on workplace productivity. Reach out to local business leaders and organizations offering them the solution they didn’t know they needed. Send a letter or make a personal phone call offering to administer on-site vaccinations. Take the stress off their plate allowing them to focus on running their business while you build yours.
3. Send out a voice broadcast to your past flu shot customers. If they received a vaccination in the past, they’re likely to continue. Consider sending a voice broadcast to elderly and diabetic patients. Remember these best practices while you’re planning the campaign:
- Create a short script that runs no longer than 30 seconds.
- Avoid scheduling the call too early in the morning, too late at night or during typical dinner times.
- Think about what type of voice would be pleasing to the ear.
- Don’t forget to give the customer the ability to opt-out from receiving future calls.
4. Record helpful and educational videos. Engage and education existing and potential customers. Videos can be posted to your website, shared on social media, played in the store or linked in an email campaign. Here are a few video suggestions to get you started:
- Demonstrate how flu shots are pain-free and easy to administer by using a live patient (make sure you get their consent first!).
- Create a fun, candid video
- Tap into the knowledge of a staff pharmacist or the pharmacy owner and ask them to record an educational video. Sample topics: The Top 5 Ways to Stay Healthy This Flu Season (tie-in products they can buy in the store) or How to Wash Your Hands Effectively
- PRO TIP: Ask a child to join you in the video – their mom will surely show it to 20 people.
5. Record a new on-hold message. Sometimes putting patients on hold is unavoidable. Make the most of this (hopefully) brief hold and remind them about the importance of getting a flu vaccination. Keep the message short and to the point and when your done conducting the business that they called about, ask them if they’d like to schedule their flu shot appointment
6. Place a sign by the road that reads, Flu Shots Here. Simple, cost-effective, and most importantly, it works.
7. Pass out “I got my flu shot, did you?” stickers to each flu shot customer. This patient will be a one-day walking advertisement and testimonial for your pharmacy.
PRO TIP: Take pictures of customers wearing their stickers and post a collage of these on your social sites. Make sure to ask for their consent first! These customers will share the image on it. Influencer marketing at its best!
8. Have FAQ and Fact Sheets, both in English and Spanish (or any other language prevalent in your location), available in the pharmacy waiting area.
9. Hang flyers around your pharmacy and on community bulletin boards.
10. Send customized letters to families with children, diabetic patients, your elderly customers, pregnant women, etc.
11. Educate your staff on the benefits of getting a flu shot and train them so they can effectively “sell” to your patients.
12. Send a text message reminder to your customers that have opted-in to receive messages from your pharmacy.
- The flu claims an avg of 36,000 lives and hospitalizes more than 200,000 people every year. Schedule a flu shot by calling xxx-xxxx.
- Flu season is just around the corner, protect yourself by getting a flu shot at ____________.
- Stay healthy this winter, get a flu shot. Call ___________ to set up an appointment.
13. Offer a $10 coupon to the store with every flu shot. Restrict the coupons to OTC items only and only on a $20 sale or more.
14. Set up a synchronization alert to automatically remind this year’s flu shot patients when it’s time to come back next year. This strategy works well for any appointment or event in your pharmacy — diabetic shoe reminders, cholesterol testing days, etc. Do you have a medsync program in place? If not, you’re missing out! Here’s a great place to start.
15. Offer free Vitamin C to the community. Position your efforts as a way to keep the community healthy during the season. Not only will it put your pharmacy in a good light, it will also get people to spread the news about your efforts and get people to walk into your store.
16. Add a widget to your blog or website. Go to the CDC website and download one of the many data and statistics widgets they offer for health-related websites and blogs.
17. Inform your Facebook and Twitter communities by uploading your ads, videos, reminders, and exclusive promotions.
18. Set up an after-hours flu shot clinic for professionals that are stuck in the office during your pharmacy’s hours.
19. Write blog posts about the flu season and how to stay healthy. Suggestions: The Truth About Flu Shots, How to Stay Healthy During Flu Season, and What to Do if You Catch the Flu.
20. Staple bag stuffers to each bag leaving the pharmacy with flu flyers.
21. Update your monthly pharmacy newsletter with an ad, educational article, or information hotline number geared about the flu season.
22. Update your pharmacy voice mail message. Include a quick recap of benefits and how they can make an appointment.
Not sure where to start? Voice broadcast scripts, bag stuffers, flyers, FAQ sheets in English and Spanish, etc. can be found in the PDS Advantage Library by searching the keyword “flu.” These documents were designed as basic templates; feel free to edit the information to fit the needs of your pharmacy. Don’t have a PDS Advantage account? If you are a valid pharmacy professional, you can set one up for free here! Begin testing out a few of these ideas this week, and let us know what else you would recommend, or what has worked for your pharmacy in the comments below.