Stealing your sales pitch from review sites: Independent Pharmacy Edition

Find out what your independent pharmacy customers really want

If your messages are falling flat, take a look at what your customers REALLY care about.

Ever get the feeling that your marketing message is falling flat? Hearing a collective, “ho hum” in response to your advertisements and social media updates?  Well, maybe your customers don’t REALLY care about what you THINK they care about…

If you have a thriving social presence, you’ll have a feel for what they want.  They may even respond if you ask!  But, if like many, you are just getting started, you may have to do a little digging. We’ve spent way too much time pouring over reviews on various sites, looking for what customers want, what problems you can solve, and what really, really gets under their skin.

Here are the Needs of Independent Pharmacy Customers:

  • Help finding affordable options
  • Assistance understanding their medications
  • Suggestions for other products to improve their health
  • Quick, professional service.

And some of the phrases they use:

  • “able to save big-time bucks for this person who has no prescription drug coverage.”
  • “will always talk with you about side effects, weird feelings or concerns, etc.”
  • “They want to offer you suggestions and solutions.”
  • “No lines. No waiting. … They fill fast while you wait.”

 Here’s what Independent Pharmacy Customers Really Love:

  • Friendliness
  • Efficiency
  • Availability of  hard-to-find items
  • Affordability
  • Helpfulness and knowledge
  • Convenience (free delivery, mail-order, online refill orders, and plenty of parking)

And some of the phrases they use:

  • “… friendly and super accommodating to all situations.  And that’s what you want in a pharmacy, someone to listen.”
  • “… pro-generic, no-insurance business model, which allows this place to supply meds at half the cost that any other place in town can offer”
  • “…  they carry my obscure prescription meds…”
  • “… went out of their way to get me an over the counter brand which was cheaper and did the same job as one of the items prescribed”
  • “… incredibly knowledgeable staff who are genuinely interested in helping”
  • “… they go out of their way to answer questions and help educate.”

To be fair, it was difficult to find negative reviews about independent pharmacies, so I had to look at some of the big-box stores and large drug store chains.  Still, the complaints there reveal much about why a customer should choose you over the competition.

Here’s what Independent Pharmacy Customers Really Hate:

  • Rudeness
  • Slowness
  • Errors and disorganization
  • Inattention

 And some of the phrases they use:

  • “… always in a bad mood.”
  • “…  rude and annoyed workers”
  • “… slowest pharmacy we have ever used…”
  • “… given me wrong dosages,”
  • “… pharmacist dont really seem to have time or interest in answering questions”

What you can do with the information:

When you find oft-repeated phrases, like those above, try using them word-for-word in your advertising.  For example, want to tell everyone about how helpful you are?  Try taking one a phrase from each of the above sections, like this:  “Tired of pharmacists that just aren’t interested in answering questions? Our incredibly knowledgeable staff is genuinely interested in helping.  We’ll offer you the suggestions and solutions you need.”

Refine the message a bit, but try to utilize some of the exact phrases you read in the reviews.  If  even one person took the time to write it, you can bet many more have thought the same thing.

We hope this was helpful.  If you’re using social media for your independent pharmacy, make sure you pick up our free “10 No-Fail Facebook Updates for Pharmacies” guaranteed writer’s block-buster.  Don’t forget to like us on Facebook and let us know what things you’d like to read more about.  If you are interested in learning more about our social media management plans for independent pharmacies, please call 800.305.9420 x1. We offer a free review of your current presence and a custom proposal to meet your need and goals.

 

About the Author Alisa Meredith (257 Posts)

As co-owner and chief inbound marketing consultant at Scalable Social Media, Alisa Meredith spends a lot of time keeping up with online marketing trends for the benefit of our customers. Computers have been a passion of hers since her first T1-99, so inbound and social media marketing is a natural fit.


Comments

  1. What a great idea for businesses who are looking to make more of an impact on social media!

    Now, I’ve got to go – I’m going to go scour some review sites now :)

    • Alisa Meredith

      So glad you liked it, Gretchen! I was just working on an article on keyword research and realized that this is a great way to start on that, as well!!

      Have fun storming the castle :)

  2. Wow…great ideas here! I’m off to read some reviews too!

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