Attracting new customers and selling more to existing customers are the two main ways to grow your pharmacy, however, selling more to existing customers can be challenging when your pharmacy is based in a low-income area.
You already understand how much financial strain some families experience just to meet their basic healthcare needs and for these customers, focusing on patient care and filling their prescriptions efficiently and safely is your priority.
So, what does that mean for your pharmacy and its ability to grow? It means turning some of your attention to attracting new customers. Today, we’re going to look into some of the different customer groups you can reach by building an online presence for your pharmacy:
Here’s something we hear a lot: “I don’t need
a website because most of my customers are elderly, and don’t use the
internet.” If you’re one of the pharmacy owners saying this, you might be
surprised to learn that the reality couldn’t be further from the truth. Here’s
why, and why that matters:
If you’re running a pharmacy in a smaller town, you may think that you don’t need a website. After all, you might be one of just a few pharmacists, so not only do the residents know about you, they also don’t have many alternatives when it comes to shopping for their medicine.
Or do they? We’re going to bust some of these myths around small town pharmacies, and show why small town pharmacies need to be just as online as pharmacies in urban centres. Read on:
Big discounters have arrived in the New Zealand pharmacy market. It’s been a long time coming, but now that they’re setting up shop next door, how prepared are you to compete?
We speak with Managing Director of First Retail Group Ltd, Chris Wilkinson, about the importance of an online strategy to help prepare against discounters.
Chris, we’ve seen discounters come into the
market in other verticals. What affect can they have on established businesses?
Discounters are disruptors in that they
shift consumer expectations, making it more challenging for established businesses
to compete. Retailers must look to other ways of demonstrating their overall
value proposition and widen their audience through new channels such as
Once you’ve decided to establish an online presence, it’s time to start thinking about what kind of content you’re going to have on your website. You can approach this in lots of different ways, but there are three main approaches
A bare bones approach – just your pharmacy’s name, address, opening hours and contact details.
A more detailed approach, with content about common pharmacy issues.
A full-blown online store, where people can find answers to their questions, and buy products from you, directly from your website.
decide which approach to take, you need to think about what your customers
need, how they engage with you, and which approach will best-help you to help
them solve their problems. Here’s how:
Last week, we went through six questions that pharmacists should be asking the company they work with when they build a website. Those six questions covered the basics to get your site up and running.
Once you’ve worked through them, you’ll want to ask some more advanced questions. These questions are all about selling online and listing your products online. Even if you don’t intend on doing this any time soon, it’s worth having a discussion, just to lay the groundwork for the future.
When I was a teenager, if I had a health question, I’d go to mum. And if I didn’t want to ask mum about it, I wouldn’t ask anyone. It may not surprise you that we were regulars at A&E.
These days, I can still ask mum, but my first port of call is “Dr Google”.
And I’m not the only one. Whether we like it or not, more and more people are using search engines to self-diagnose.
A quick search of your symptoms online is free, convenient, and for the most part: private. That’s important when the topic is embarrassing, sensitive or just plain uncomfortable to talk about with others.
Google processes over 40,000 search queries every second on average, and according to Google’s health programme manager, one in 20 searches are health related, equating to 175 million searches each day. That’s a lot of people asking questions about their health.
Results from a study released in July 2018 show that 80% of Internet users searched for a health-related topic online, up from 62% who said they went online to research health topics in 2001.
It’s no secret that the internet is here to stay, and you’re starting to think about your options to get your pharmacy online to make the most of it. Here’s the thing: what now? How do you make sure you get a website that works for you, rather than the other way around?
Lots of pharmacy owners choose to just outsource this task by partnering with a service provider. But outsourcing important work like this isn’t a matter of “out of sight, out of mind.” There are some questions you need to ask to make sure you’re getting the website you need to make your business thrive. Take a look:
Got five minutes to spare? Forget doing an ab workout on whatever the latest As Seen On TV recommendation is. Five minutes is all you need to make some quick updates to improve your Storbie site!
A little bit each day can have a positive impact on the performance of your site, including huge benefits for your SEO (search engine optimisation) and your customer’s experience. Way better results than your ab machine!
Your Storbie site should be thought of as part of the team. Not only can it be a retail outlet, but it’s like a staff member too.
Along with being a place for customers to shop online, your site essentially puts on its uniform and name badge to welcome visitors, provide suggestions, and answer a number of questions.
And as with your human staff members, your website needs a little support and guidance to really make it shine! Just five minutes of attention can make a huge difference.
Consider if you were to include your Storbie website in your staff meetings. You would check in on how it’s doing, discuss some products or services to promote, and catch them up on the latest business info.
In this article we break down how to make the most of your five minutes so that your web-team member works best for you. (more…)
Fear of the unknown can stop us doing a lot of things. When it comes to business unknowns, we worry there’s more to it than we can see, that we’ll get it wrong, that it’ll be too hard. So sometimes we think it’s better not to try.
Ecommerce can be that scary thing for some people. Talking about “commerce” on its own can sound intimidating enough, but add the technical element and it’s like an automatic shutdown happens in one’s confidence.
Here at Storbie, we are working to change that. We’ve created a platform that makes building your own website with ecommerce capabilities super easy. And in this article we’ll show you how the sales process works from the retailer’s point of view to help you become ecommerce-confident! (more…)