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Tips on pharmaceutical marketing


  • 1A Pharmacy is a synonym of HEALTH CARE. Therefore, you should remove from your store any element or personal attitude that can affect this fundamental value.
  • 2The community’s perception of a Pharmacy is essential. Use this powerful tool to build a positive image of your Pharmacy.
  • 3

    A good Pharmacy is always updated, and shares its healthcare expertise with its community.

  • 4

    The way you explain the use and indication of a product makes all the difference between a pharmacy focused on customer care and a pharmacy that just sells medicines.

  • 5Providing efficient pharmaceutical counseling is more profitable than selling any product from your stock.
  • 6Establishing high-standard values for your organization, as well as efficient cleaning, hygiene and management processes and customer service, will enable you to build a comfortable, confident and "healthy" environment in your pharmacy.


  • 1

    Be aware of the importance of building a PATIENT-ORIENTED PHARMACY

  • 2

    Customers don’t usually just buy a product or service. CUSTOMERS LOOK FOR BENEFITS, not just for the inherent “features” of a product or service.

    • There is a big difference between “features” and “benefits”, although these terms are commonly used indistinctly
    • The “pharmaceutical expertise or insight” is an essential feature of any pharmacy
    • The special care you give to your patients when they come to you with a given condition is a benefit that makes all the difference between a patient-oriented pharmacy and just any pharmacy…
    • A patient comes to your pharmacy looking for a solution to their condition or problem- THE PARADOX IS: Having a strong pharmaceutical expertise is useless if you can't give your patients the benefits they expect from other intangible and "non-pharmaceutical" services
    • You have the advantage that you can MANAGE THE BENEFITS through:
      • Avoiding long waiting times at your store
      • Ofreciendo disponibilidad de los productos prescriptos.
      • High availability of prescription products.
      • A wide and comprehensive offer of OTC products
      • Empowering the pharmacist to offer customers “confidential advice"
      • Considering your pharmacy’s “features” as “benefits” for your patients
  • 3The ESSENTIAL SERVICES a Pharmacy has to offer:
    • To fill prescriptions accurately, timely and effectively.
    • To remind the patient of the prescribed doses clearly and in written form
    • To explain the product's use or method of administration, as well as its side effects
    • To offer a complete stock of OTC products
  • 4Through these ESSENTIAL SERVICES, your Pharmacy will enhance EXCELLENCE, QUALITY AND EXPERTISE
  • 5A patient comes to you pharmacy taking for granted that they will be filled their exact prescription… what they don’t take for granted is that they will also find a GOOD PHARMACEUTICAL SERVICE. And that is exactly the benefit that the patient expects!


  • 1Be aware of the factors that you can manage and control in your Pharmacy:
    • Range of products/services- Pricing- Pharmacy location- Pharmacy “image” and promotional activities, both formal and informal
    • Your employees’ attitudes towards the patients in your Pharmacy.- The esthetics of your store.- The general business process flow in your Pharmacy
  • 2

    Make sure that all your Pharmacy tasks are focused on the patient:

    • Listen and understand your customers’ needs and the benefits they are looking for
    • Be always willing to adapt your pharmacy, its system and product range to your patients' needs
    • DON’T FORGET THAT “without the patients, your pharmacy would not exist!”
    • Be always willing to LISTEN AND GIVE ADVICE:
    • Develop new services!
    • Train your employees: convey them your positive experiences and insight as regards the Pharmacy.
  • 3Include different "conditions / illnesses" in your annual Marketing Plan.
    • Skin care – Dermatology- Lice removal products- Diabetes- Hypertension- Contraception- Pregnancy- And all the issues that you consider relevant to your PATIENTS' HEALTH CARE
  • 4 Invest (no need for great amounts of money) in improving relationships with your patients.

Enhancing customer loyalty will bring more economic growth possibilities for your pharmacy.