By Anyssa Garza, PharmD, BCMAS – Digital Pharmacist Staff
The holiday season is officially upon us and with family coming into town and customers coming into the store, now is the time to make the most out of your spending dollars. We are here to help you trim the unnecessary fat off your marketing budget and instead, create the most efficient engagement campaign for this holiday season.
As with any successful campaign, holiday marketing requires planning and execution. Lay out your strategy and follow through until the end of the season. There you can evaluate the full impact of your campaign and tweak it for next season.
So before you carve the Thanksgiving turkey, use these five guidelines below to trim the unnecessary fat off your marketing budget and help plan out an efficient marketing campaign for this holiday season.
- Pick Your Platforms
Instead of pushing marketing messages through multiple social media platforms, identify where you have the biggest and best connection with your patients and focus your efforts there. These are generally the social media platforms where you have the biggest following or where you see the most engagement (likes, shares, comments etc.). Choose one to two social media platforms and make sure you utilize these channels to engage with your customers. Choosing the right platforms can help ensure your marketing dollars are spent effectively and efficiently.
- Be Consistent
Once you choose one or two social media platforms, be consistent with your messaging. Like any traditional marketing campaign, you don’t just run one ad in one issue of the newspaper. Identify what publishing schedule you can adhere to reliably. We recommend at least one to two unique social media posts a week with promotional posts in between. Promotional posts are useful in reminding your customers of your daily and weekly sales while the unique posts show a more personal side of the pharmacy.
The goal is to remain at the forefront of your patients’ mind during the holiday season. With consistent messaging, you can ensure customers will look to you for their prescription and seasonal needs.
- Be Picky
Don’t be afraid to cut out the marketing efforts that are not bringing you a good return of investment. For example, a newspaper ad can advertise to an entire city but someone who lives across town and 30 minutes away won’t be likely to make the drive all the way to your pharmacy. That’s where hyper-targeting comes in handy. With digital marketing on Facebook, you can market to a specific area and age ranges to ensure your dollars are targeting real customers with a real potential of visiting your pharmacy. Hint: If you can’t even see what kind of impact your dollars are having, you might want to consider cutting back.
- Track Your Progress
Tracking your progress can mean the difference between success and wasted dollars. By keeping weekly stats, you can see what channels and posts are getting the most traction. Once you know what works and what doesn’t, you can tweak your plan until you find a happy medium that what works for you and your business.
- And Most Importantly, Do Not Give Up!
Too commonly people quit before they can see any real results. As long as you are smart in the above steps, you can run a reliable online marketing campaign for a long time at a much cheaper cost compared to traditional promotional methods. You need to give your efforts some time to connect with your audience and give your audience some time to respond. We recommend you give your efforts 3 to 6 months and then you can adjust accordingly.
For help marketing your pharmacy through hyper-targeting and other digital solutions, give us a call at 877-959-7550 or email [email protected].