6/11/2013
Communicating the
Value of Pharmacists:
Engaging Stakeholders through
Effective Public Relations
and Marketing
Marketing Mix
Sharon Vogelpohl
Mangan Holcomb Partners
People
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Professional
Approachable
Courteous
Proactive
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People
Place
Product
Price
Promotion
Place
• Inviting
• Uncluttered
• Effective signage
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6/11/2013
Product
• Tangible - Assortment
• Intangible - Customer Service
Promotion
• Advertising
• PR
Examples of Advertising
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Advertising/Paid Media
Direct Mail
Billboards
Flyers/Posters/Signs
Website
Price
• What you charge for goods and services
Difference Between PR and
Advertising
• Control of the message
Examples of PR
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Media Interviews/articles
Community involvement/visibility
Community presentations
Health-related events
Social Media
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Which is better…?
• Combo of both
• Whatever you can do consistently
Strategic APA program
uses a mix…
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Radio
Public Relations
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6/11/2013
If nothing else…
Leveraging APA Campaign
in Your Community
Advertising: Taggable Creative Work
• Contact APA for files of advertising materials
• Consulting available on best media choices
• Deliver on the promise!
Public Relations
• APA Pitch of the month
• Position yourself as an expert
source for local media
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6/11/2013
Your Local Marketing
Campaign
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Your budget
Your target
Your message
Your best tactics
Your Target: Who and Where
Demographics
• 18 and older
• Women make 80 percent of healthcare
decisions
Geography
• Be realistic
• Don’t spend limited resources on people who
will never be customers
Set a budget: Commit to it
• Time
• Money – .4%
• The long game of monopoly
Your message: Everyone’s
Favorite Radio Station is
WII-FM
Features:
Balance Features
and Benefits…
• Family owned
• 40 years in business
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6/11/2013
Benefits:
• Accessible professional healthcare
advice for you and your family (both
prescriptions and OTC)
• Easy front door parking
Primary Research Conducted for APA
in Preparation for Your Campaign
When asked the importance of Pharmacist
services when choosing where having
prescriptions filled:
• Approachable
• Alerts customers of drug issues
• Caring
• Extended hours
Media Options
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Your Best Tactics: It Depends
on the Market
Rules of Thumb
• Shorter bursts of higher frequency are better
• If dollars are limited, “own” one media
• APA’s Eileen Denne, APR, available to consult
TV
Cable
Radio
Print
Outdoor
Direct Mail
Non-Traditional
Ideas for Your Community
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Letters to the editor
Community health events
Speaking engagements
Civic membership/leadership
Chamber events
Social Media (Facebook, Twitter, Blogs)
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Ideas For Your Community
• Talk Radio/Media Interviews
 Consumer Segment Pitches
o Mom/Family-Oriented pitches
• Questions to ask your pharmacist
about your child’s medication and
dosing
• Ways to soothe your child’s illness
when they’re too young for medication
Ideas For Your Community
• Senior-Oriented Pitches
 Unique considerations of dosing geriatric
patients
Most common drug interactions to watch for
when taking multiple prescriptions
 Your Mailman isn’t your pharmacist, etc.
Ideas For Your Community
Ideas For Your Community
• Follow Healthcare Calendar
• Follow Healthcare Calendar
 March – Sleep Awareness Week – Options
for those with sleep issues – OTC vs.
Prescription
 March – Poison Prevention – How to
properly store and dispose of medication
 May – Allergy and Asthma Month – Best OTC
and Prescription Options
 May – Arthritis Awareness – Pain
Control/NSAIDS
 September – Cholesterol Awareness – What
are Statins and how do they work?
 October – Get your flu shot/other
immunizations at your local pharmacy
 November – Alzheimer Awareness – Latest
advances in Alzheimer’s medications
Use APA as a Resource!
Eileen E. Denne, APR
501-372-5250  571-215-3579 cell  Eileen@arrx.org
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