Question

Topic: Social Media

Looking For A Social Media Campaign Idea?

Posted by ormancreative on 2/18/2016 at 2:02 PM ET 500 Points
Need to reach Independent Pharmacies that would be looking at a new pharmacy system or changing what they currently have. It is a big decision and we need to get that first connection to be able to even talk with a prospect. Looking for a good social media idea to reach this very targeted group.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Jay Hamilton-Roth on 2/18/2016 at 7:16 PM Member
    Why use social media? Why not reach out to the pharmacies directly (or a organization they belong to)?
  • Posted by mgoodman on 2/19/2016 at 10:29 AM Moderator
    Same question as Jay's: Why focus on social media? That's like buying a screwdriver before you have decided on a woodworking project.

    Better if you can step back and articulate the ultimate objective: How much? By when? At what cost? How much personal time/effort?

    Then see whether social media are right for the target audience and best for accomplishing your objective. Or whether social media belong in a mix of other approaches ... which is often the case.

    There is no advantage to locking in on social media first and then trying to build a strategy around an untested fantasy of what might work for you.
  • Posted by ormancreative on 2/19/2016 at 5:52 PM Author
    Already tried reaching out directly and through organizations costs a lot and is not effective...wanting to try something much less expensive and social media seems like the best choice.
  • Posted by Jay Hamilton-Roth on 2/19/2016 at 6:21 PM Accepted
    While social media is in fact less expensive, it may not be effective for your needs. Instead, why not reach out to potential customers and interview them (not sell them anything)? How do they learn about new systems? Who do they trust? What would make them want to switch? After you've done a few of these interviews, you'll likely have a better idea of how specifically to reach them via marketing.
  • Posted by ormancreative on 2/21/2016 at 4:51 PM Author
    We already have tried digital, direct mail and traditional industry trade shows and media. All to very little avail while being very expensive. We have a good referral system in place that seems to be the only truly good marketing money we have spent. We would like to add to it with a social media campaign that is targeted and fun and keeps us relevant.
  • Posted by mgoodman on 2/21/2016 at 5:41 PM Accepted
    While the out-of-pocket cost for social media is low, doing it right can take a lot of time -- both your time and elapsed time (and/or contract expertise). And add the time it takes to learn the options and implementation steps. Clients who have embarked on social media campaigns have all been surprised at what's involved and how difficult it is to see/measure results.

    Unless you are sure your target audience is using social media to get their information, I wouldn't be so eager to jump on that bandwagon.

    A possible alternative: Search Marketing. Do you know how your target audience approaches a decision? Do they typically search online for alternatives? If so, you can probably place search ads (like Adwords) at very low cost, and you only pay if/when someone clicks on your ad.
  • Posted by mgoodman on 2/21/2016 at 6:17 PM Moderator
    If you are committed to a foray into social media, you might want to start with LinkedIn. Set up a company page (if you don't already have one), and start posting short articles. More importantly, join groups that are relevant and see how helpful you can be to people there. Don't dive in and start selling; first watch, learn, listen and contribute. Build trust and credentials.
  • Posted by ormancreative on 2/21/2016 at 6:18 PM Author
    Already doing Linkedin articles.
  • Posted by Jay Hamilton-Roth on 2/21/2016 at 7:25 PM Member
    Since the purchase decision is infrequent, and the cost non-trivial, a social media campaign isn't likely a good fit for your needs. Search marketing is likely a good initial approach. If there are opportunities to have a booth at one of these conferences, it's likely to be much better use of your time/energy: https://www.ncpanet.org/meetings/events
  • Posted by cookmarketing@gmail. on 2/22/2016 at 9:07 AM Accepted
    Go to Healthmart.com - enter your and best territory zip codes - will pull up the independent pharmas
    in that code.

    Get an appointment, make your presentation, ask for presentation feedback, then ask them how to approach their market silo.

    After 5,6, 7 calls you'll have a foundation to build on
  • Posted by saul.dobney on 2/23/2016 at 4:03 AM Accepted
    Boots on the ground would seem the most effective sales method, but I can see that social media has the potential to start conversations. The thing is that you need to be talking about the things pharmacists are interested in (and so what they are interested in discussing). This can be jobs, regulations, changes to payment practices, changes to education practices - areas which will presumably motivate changes to the pharmacy system. There will be local Pharmacy Boards, and local chapters of Pharmacy Associations (AACP, NCPA) - can you give local talks, seminars etc and become the go to experts or get articles in the association newsletters? If you're expanding, job ads in the pharmacy magazine can be a way of reaching a wider audience than just job seekers.

    On targeting, since switching system will be a big decision with a high cost of sale over a long lead time, so can you focus specifically on new opening or new builds, on pharmacies for sale, where existing pharmacists are retiring, or where pharmacies are recruiting new senior people - basically anywhere there's a point-of-change. (Are there public licensing records that will give you insight into who's looking to start up?). I'd think of copying or mimicking what HealthMart/RxOwnership are doing - look them up and track where they are placing links and the types of content they are creating.
  • Posted by Shelley Ryan on 6/21/2016 at 6:35 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Social Media)