Advancing The Profession of Pharmacy

What is Your Pharmacy’s “Brand Identity”?

by | Oct 18, 2015 | MTM Entrepreneurship

This is how we explain it:

To illustrate my point by showing, rather than telling you what branding looks like, I have created the three unique designs that you see in the slideshow above.  Normally, we would never use two of those designs.

Can you tell which of the three designs most closely represents the brand BT Pharmacy Consulting?

A brand implies the image of your company or person that you would like others to perceive.  It is the impression that others get from you.  

In the three photos above, notice similarities in the color palette, wording and font.  If you have been a part of this community for very long you will notice our brand is represented only the first photo with the beautiful picture of Sunset Cliffs National Park in San Diego.  I intentionally choose to include that picture in a lot of our designs because of several reasons:

  1. I love to travel and I enjoy photographing my travels, therefore I share it in order to share a piece of myself with you.
  2. The grey-scale tone of the picture is professional, but yet open, friendly and approachable.
  3. The sunset and sense of vastness of the Pacific Ocean represents knowledge and curiosity.

The visual representation of your brand in important, but so is the way that you present you brand in the written or spoken context.  When examining your brand identity think about the things you want you customers to say about you when they speak to other about your pharmacy.  

Do you want to be the fastest, the most convenient, the cheapest?  Pick two, because all three are nearly impossible!

Or will your brand be based on something entirely different?  Perhaps, a caring more organic approach to pharmacy.

Branding is not just for the big guys; branding in independent community pharmacies is more important that ever.  Branding is how you are perceived by your customers and what makes your store unique.  

Trustworthy, caring, patient-focused.  Part of the community, through volunteers efforts.  Always treats patients with respect and takes time to get to know them.  These are real and powerful brands as well.  And an image that many pharmacists strive for.

If you are unable to compete with chain retail pharmacies on price, then you must find your unique competitive advantage and branding will help you identify the image you want to project.

Branding is about creating a relationship with your patients.  If it is true that 80% of your revenue comes from 20% of your customers, then just using your targeted CMR list you should be able to easily identify that twenty percent!  Adding clinical services to your pharmacy will help you develop a deeper relationship with your patients.  It will improve your pharmacy’s brand and create patient loyalty.

If you brand is more about caring, knowledge and deepening relationships, the patient will be much less motivated to seek out other pharmacies based on price alone.

So what competitive advantage does your store have?

Do you think clinical services should be a part of the pharmacy brand?

If you are interested in starting your own pharmacy consulting services please contact me for a free 30 minute coaching consultation call and join our NEWSLETTER for all of our updated blog posts and MTM news.

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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