Our marketing program is evolving to showcase your unique brand
What is changing?
As we seek to find new and innovative ways to amplify your identity, we’ve decided to shift from broadcast advertising to digital advertising and social media. Not only will this enable you to showcase your unique brand, but digital platforms like Google and Facebook offer powerful targeting capabilities that will connect you with more people within a defined radius of your pharmacy at a lower cost than traditional advertising.
We've piloted a variety of tactics with a group of select Good Neighbor Pharmacy members and identified the most effective ways to help you achieve an optimal return on your marketing investment. The new model we’ve developed will allow you to create localized marketing strategies with the help of a dedicated advertising manager. You’ll work together to identify high-value patients and determine the best ways to connect with them using customizable campaigns built around our topical monthly promotions.
Why is it changing?
Last year, we conducted a series of interviews with pharmacists and patients from across the country—all of varying backgrounds and experiences. We used this deep qualitative research to supplement our existing knowledge built from years of firsthand learning and gain insight into how things are changing. We learned that the most important thing we can do for you is help you be as strong as possible in today’s environment while positioning you to thrive in the future. And to accomplish that, we need to make sure your community recognizes that your pharmacy is a one-of-a-kind destination for personalized care.
Consumers today are becoming less and less interested in buying stuff. Instead, they’re craving a unique shopping experience. More importantly, they want those experiences to come from niche brands that offer an emotional connection. Because you’re an independent, you’re already providing that unique experience, so our goal here is to extend that message to your community in a more targeted and trackable way.
When is it changing?
Changes to the Good Neighbor Pharmacy Premier program went into effect at the beginning of January 2019. We're in the process of activating Google paid search campaigns on behalf of all our Premier members using pre-selected keywords that are proven to perform well. Your advertising manager will also work with you to select and execute four outbound call campaigns for the year. Additionally, we're launching social media and reputation management tools in 2019 that will enable you to develop a more engaging online presence. The rollout of the social media support service will be slow and deliberate, so we can steadily and effectively optimize the digital footprints of all our Good Neighbor Pharmacy Premier members over the course of the next year. We’re taking a phased approach based on each member’s social media readiness. This will enable us to work with each member at their own pace to make sure they achieve success.
How do I get started?
Our goal is to make the transition from traditional to digital advertising as smooth as possible. We’ve already received invaluable feedback from our pilot participants on how to ensure the new program is pharmacist friendly, but we’ll also be providing plenty of educational materials along the way to keep you up to speed. We encourage you to begin optimizing your online presence now using the following downloadable resources. This will help you get more familiar with your social media accounts and give you a stronger foundation on which to build your online community. Your advertising manager will contact you with more information about each new offering when it's time for you to take action.