Communicating about pharmacy services and products is easy. Doing it well is hard. This presentation reviews consideration in the marketing of pharmacy services.

1. Marketing
COMMUNICATION
STRATEGIES
David Holdford, RPh, MS, PhD
Professor, School of Pharmacy
Virginia Commonwealth University
Who, What, How, and Why

2. Slides to Accompany Chapter 15 of “Marketing for
Pharmacists”

3. Learning Objectives
List steps in developing a promotional plan
Describe the purpose of positioning strategy
statements and value propositions
Develop positioning strategy statements &
value propositions
Delineate problems faced when crafting
promotional messages
Identify strategies to overcome problems with
advertising pharmacy services

4. Marketing communications are a set
of tools and strategies used to
achieve an organization's mission

5. Messages must be crafted and
delivered in a way that reaches targeted
individuals, captures their attention, and is
easily understood, accepted, and
remembered

6. Action Taken in Response to the Message
Retention of the Message in Memory
Acceptance of the Message
Comprehension of the Message
Attention to the Message
Exposure to the Message
Message Sent
Through a Promotional Medium
One bad choice at any
step of consumer
information processing
can lead to failure of
your communication
See Chapter 14 MARKETING COMMUNICATION

7. DEVELOPING AND
IMPLEMENTING A
COMMUNICATIONS PLAN

8. A communications plan is an
element of the overall
marketing plan

9. Communication Process
Sender
-pharmacist
-pharmacy
Encode
- words
-pictures
-observed
behaviors
Media/Message
-TV/radio
-print
-conversations
Decode
- perceptions
-attitudes
-knowledge
Receiver
-patient
-consumer
-public
Modify
- message
-media
-strategy
Response
- purchase
-adherence
-loyalty
Noise
A plan is needed to break
through the noise of
everyday life
See Chapter 14 MARKETING COMMUNICATION

10. A communications plan…
Outlines how and what will be
communicated to customers and others
Is founded on a clear understanding of the
product, customers, competitors, price, and
target market
Is crafted after all other elements of the
business plan are decided

11. STEPS IN DEVELOPING
AND IMPLEMENTING A
PLAN

12. Steps
1. Define the objective of the promotion,
2. Craft a message & means for delivering it,
3. Select an integrated communication mix,
4. Assess the effectiveness of the
communications, and
5. Conduct a communications audit.

13. 1. DEFINE THE OBJECTIVE

14. THE OBJECTIVE
Typically revolves around a positioning
statement
The positioning statement defines the
product, meaningful product features, target
consumer, market, & competition
May also describe the personality or image
of the brand

15. The Positioning Statement for Zipcar
Zipcar is for urban-dwelling, educated, techno-savvy
consumers who worry about the environment that future
generations will inherit, when you use Zipcar car-
sharing service you make a responsible choice and
demonstrate your commitment to protecting the
environment.
Source: http://www.brandingstrategyinsider.com/2012/04/brand-positioning-statement-example-
zipcar.html#.VZPrP_m6e70

16. Note how the
positioning statement
for Zipcar is consistent
and reinforced by all of
its communications
http://www.zipcar.com/universities

17. Positioning
statements at
different levels in
organizations should
be congruent

18. 2. CRAFT A MESSAGE &
MEANS FOR DELIVERING IT

19. CRAFTING A MESSAGE REQUIRES
ANSWERING THE FOLLOWING
1. What do I say (message content)?
2. How do I say what I want in words (message
structure)?
3. How do I say what I want in images (message
format)?
4. Who should say it (message source)?

20. For example, think of all of the ways
to you let people know that you are
there to help them

22. Messages Should Revolve Around A
Unique Value Proposition (UVP)
UVPs are statements that summarize why a
consumer should buy a product or use a service
It is a promise of the value to be delivered to
the customer
It makes the case, either directly (e.g., "We are
the best!") or subtly (e.g., "Isn't it time to try
someone new?“)

23. Zipcar’s UVP: Easy, convenient,
environmentally friendly

24. UVPs Require Knowing…
The primary audience for the UVP
The problem (or problems) faced by your
customers for which you intend to offer a solution
The main features of the product or service to be
provided
How does it compare with what is currently in the
marketplace
Any evidence, or proof points to support the UVP

25. Healthcare Proof Point Examples
Quotes from credible sources, “FDA says that…”
Statistics from studies, “9 out of 10 pharmacists
say…”
Information from published sources, “The Wall
Street Journal reported that…”
Awards, rankings, and certifications by reputable
organizations, “Our pharmacists are certified by
the…”
Testimonials/anecdotes from/about customers, “My
pharmacist helped me…”

26. Value Propositions Often Consist
of a…
Headline
Sub-headline or a short 2 to 3 sentence
paragraph explaining what you do, for
whom, and why is it useful
Bullet points listing the key benefits or
features of what you offer
Optional: A photo or illustration reinforcing
the main message.

27. Easy, convenient,
environmentally friendly
HEADLINE
SUB-HEADLINE
BULLET
POINTS
PHOTO OR
ILLUSTRATION

28. HEADLINE
SUB-HEADLINE
BULLET
POINTS
PHOTO OR
ILLUSTRATION

29. HEADLINE
SUB-HEADLINE
BULLET
POINTS
PHOTO OR
ILLUSTRATION

30. HEADLINE
SUB-HEADLINE
BULLET
POINTS
PHOTO OR
ILLUSTRATION

31. HEADLINE
SUB-HEADLINE
BULLET
POINTS
PHOTO OR
ILLUSTRATION

32. HEADLINE
SUB-HEADLINE
BULLET
POINTS
PHOTO OR
ILLUSTRATION
See if you
Can find the…

33. SERVICE ADVERTISING
STRATEGIES

34. Problem Strategies
Services are
intangible.
-Make pharmaceutical services more tangible in the advertisement.
-Incorporate physical elements of the service into the advertisement.
-Show a picture of the counseling area or the drive-through pharmacy.
-Associate the service with a concrete symbol.
Services are
inseparable from their
production &
consumption.
-Demonstrate the patient’s participation.
-Show the pharmacist and patient together in the advertisement.
-Show the patient accessing pharmacist services by telephone or Internet.
Services are
heterogeneous; no
two service
experiences are alike.
-Use documentation of the consistent high quality of pharmacist services.
-Include results of satisfaction surveys or Gallup Polls in the ad.
-Display achievements such as certification as a diabetes educator or as a
Verified Internet Pharmacy Practice Site.
-Simulate word-of-mouth recommendations with a testimonial from a
customer about excellent service.
The service
experience is difficult
for consumers to
visualize.
-Show the service experience as a series of events.
-Illustrate superior pharmacy service in a television advertisement (e.g., when a
pharmacist prevented a serious drug reaction).
-Include text that shows the simple steps involved in completing a telephone
refill.
Zeithaml VA, MJ. B. Services Marketing. 1st ed. New York: McGraw-Hill Companies Inc.; 1996.
Holdford D, Yom SH. Content analysis of newspaper advertising of pharmacy services. Journal of Pharmaceutical Marketing & Management 2003;15(2):81-96.
Problems with Advertising Services & Potential Strategies

35. 3. SELECT AN INTEGRATED
COMMUNICATION MIX

36. INTEGRATED COMMUNICATION MIX
Rarely do pharmacists use just one promotional
channel to get their message to customers and
stakeholders
It is important that a mix of communications in
various channels be integrated in a consistent and
reinforcing way

37. Message Effectiveness =
Reach x Frequency x Relevance

38. PROMOTIONAL
METHODS
MARKETER CONTROLLED
COMMUNICATIONS
Oral Two Way
Personal
Communications
Personal Selling (e.g.,
motivational
interviewing)
One Way Non-
personal
Communication
Advertising
(e.g., broadcast, print,
Internet)
Individualized Non-
Personal
Communication
Direct Marketing
(e.g., telemarketing,
mailings)
Communication
Designed to Promote
Immediate Action
Promotional Sales
(e.g., samples,
coupons)
MARKETER INFLUENCED
STRATEGIES
Strategies to Manage
Public Image
Public Relations
(e.g., political
advocacy)
Strategies to Manage
Word-of-mouth
Conversations
Buzz Promotion
(e.g., cultivating
thought leaders)
Reach & frequency are
increased by repeating
messages using multiple
methods
See Chapter 14 MARKETING COMMUNICATION

39. Relevancy is increased by
tailoring messages to the needs
and preferences of audiences
Requires segmentation, targeting, and
knowledge of consumer behavior

40. http://prezi.com/y8nzowldbzfm/copy-of-walgreens-
customer-journey-map-group-1-tech-savvy-customer/
Understanding the customer journey can help communicate what messages
the customer needs when that information is needed

41. Promoting Buzz
See Chapter 15 MARKETING
COMMUNICATION for details

42. 4. ASSESS THE
EFFECTIVENESS OF THE
COMMUNICATIONS

43. EFFECTIVENESS OF COMMUNICATIONS
It is impossible to know the success of communications
until results are measured.
Success can be measured by:
• Measuring changes in sales
• Asking customers & patients
• Observing changes in consumer behavior

44. 5. CONDUCT A
PROMOTIONAL
COMMUNICATIONS AUDIT

45. PROMOTIONAL COMMUNICATIONS
AUDIT
Assesses a business's promotional practices
to see if they work
It assesses:
• The message
• Its coherence and consistency
• The effectiveness of channels and messages
• What changes in strategy are needed

46. Summary
The key to effective marketing communications is
to thoughtfully develop and implement a
communications plan
A plan can help pharmacists be more effective in
achieving their goals and avoiding common
blunders