Our marketing program is evolving to showcase your unique brand
As we seek to find new and innovative ways to amplify your identity, we 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 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 developed now allows you to create localized marketing strategies with the help of a dedicated advertising manager. You can 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 did it change?
In 2018, 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 did it change?
Changes to the Good Neighbor Pharmacy Premier program went into effect at the beginning of January 2019. Since then, we've activated Google advertising campaigns on behalf of all our Premier members. Your advertising manager will continue to work with you to select and execute outbound call campaigns throughout the year. Additionally, we launched social media and reputation management tools in 2019 that enable you to develop a more engaging online presence. This was rolled out over the course of several months and all Premier members now have access to these powerful digital solutions.