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Pharmacists have got to learn how to sell themselves, says MedicX's Gavin Birchall
Pharmacists have got to learn how to sell themselves, says MedicX's Gavin Birchall Branding can be a divisive subject. Some brands you love. Some you hate. Some are just a bit ‘eh'? Marketing, as a key part of branding, runs along the same lines with the golden snitch of customer advocacy achieved by far fewer brands than marketers would like. Now that we have entered the ‘social' age and brands are giving away all sorts of prizes for a mention in your Twitter feed or on your Facebook wall the game continues to change rapidly. What does this mean for pharmacy? We are, after all, not the most nimble of professions in a lot of ways and change does not come naturally or quickly for many of us. During these austere times with the triple whammy of delayed contract settlement, an oppressive category M adjustment and recent stock shortages, gross margins are under serious pressure and many of us are looking for ways to save money. As usual when this is the case, the marketing department comes under the spotlight for savings. It's understandable. Historically, marketing has not been a data-driven function, with as much art as science involved. This does not usually please CEOs and finance directors or indeed anyone running their own business. |
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We are, after all, not the most nimble of professions in a lot of ways and change does not come naturally or quickly for many of us |