Advancing The Profession of Pharmacy

How Your Patient Avatar and Your Customer Avatar Can Differ

by | Apr 23, 2018 | Consulting Pharmacist Education

 

“If you tell a person what you do and they don’t instantly think of someone who is your ideal customer, you aren’t focused enough.”

This post contains some affiliate links. Some referral links may also benefit the referred as well as the referee. You may contact me for more information about referral links, as always, I only recommend products that I actually use.

If you already know how my Genetic Consults business came to be, skip the next few paragraphs.

Since things have cooled off a bit from the 2018 Elevate Summit, I’ve heard from many pharmacists that they love the idea of X,  but they couldn’t do it because Y and Z….

They said they needed a step by step plan to follow.  A turn-key program they could emulate and implement in a few weeks.

So I’m going to go through the entire process of setting up, marketing and planning a brand new business, for the sole purpose of HELPING YOU.

That’s right, I’m starting a pharmacogenomic and nutrient deficiency consulting business from scratch called Genetic Consults.

If that sounds a bit crazy, well it is!

It aligns with my commitment to help pharmacists advance their practice in whatever way I can, even if it means being a human guinea pig.
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In my last post I told you about how super important it is to have a laser focused customer avatar.  Especially when first starting your consulting business….now I’m going to tell you why.

But first, what is a “customer avatar”?

A customer avatar is the ideal person you want to buy your product.  This helps you to focus your marketing efforts, language and content on attracting this particular group.

In my case, my customer avatar is parents (specifically moms) of children with ADHD, anxiety and depression.

What differs a bit for my consulting business, is that my patient avatar is the child and the customer avatar is their mother.

The idea isn’t to exclude patients.

 

The point is when you are clear about what you do and who you do it for, it is so much easier to attract your ideal customers.

Now, I share even more of my business building secrets with members of the PharmapreneurAcademy.com but essentially… if you can’t tell someone what you are doing in 10 seconds and they instantly say “Oh this would be perfect for (insert name here)!!!”

YOU NEED TO GO BACK TO THE DRAWING BOARD.

I’ll repeat that again for added emphasis.

If you tell a person what you do and they don’t instantly think of someone who is your ideal customer, you aren’t being clear and focused enough.

For example, I shared my latest blog post on GeneticConsults.com with a women’s group on Facebook.  One lady instantly replied, “I’m going to share it with my Mom. I’d love to see my nephew tested.”

 

That, my friends, is what a well defined customer avatar will get you.

It doesn’t mean you can’t include other people if they ask for your help.  It just makes it easier for people to decide whether or not they NEED your help.

Having a very specific customer/patient avatar helps guide the language and images you use on your website, in your marketing flyers, in your emails and blog posts.

You’ll notice, nowhere on my website does is say “genetic tests are helpful for everyone with DNA” (even though that may be the truth).

But on every page, in every image, in every word I’m talking directly to the parents children and young adults with ADHD, anxiety and depression.

The products that I’ll be offering will align with this group as well.  Parents (especially mothers) are understanding more and more about the value of supplements and diet as part of managing ADHD.

Much of the content I’m sharing on the Blog at GeneticConsults.com is also aimed at sharing information on these topics to help improve treatment efficacy and decrease adverse effects.

In my next post, I’m going to be talking about the suite of products that I’ll be offering to my patients.

If you want to follow the results of my Genetic Consults Business Experiment, join our Newsletter at btpharmacyconsulting.com/newsletter

Have questions about starting your own consulting business?

​Email me anytime @ blairthielemier@btpharmacyconsulting.com

About the Author

Blair Thielemier, PharmD, is an MTM consultant pharmacist specializing in pharmacy billing models. She consults on and produces e-learning programs for state and national organizations, pharmacy wholesalers, payers, technology start-ups. She has books and online courses available for individuals looking to leverage their pharmacy knowledge into monetized clinical programs at PharmapreneurAcademy.com. She speaks internationally about trends in leveraging pharmacists to improve value-based care.

 

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