Organizing any event is stressful, and pharmacy functions are no exception. With the amount of time, money, and effort that’s going into your upcoming pharmacy event, there can’t be room for error. Poor turnout can be devastating, especially when you’ve invested a lot.
First, let’s look at why you should host a pharmacy event.
These events can be incredibly beneficial to both the pharmacy and its customers, but every event must serve a purpose and be backed by a vision. Maybe you want to raise awareness for a disease or celebrate Father’s Day. Regardless, every pharmacy has an obligation and responsibility to connect with its community, which you can easily achieve through in-store events. This is particularly relevant for independent pharmacies, giving you the chance to meet locals and get more people into your pharmacy. Because that’s the #1 goal at the end of the day, right?
So, we now know why pharmacy events matter.
Now – how to plan for them?
You’ll need a strong promotional strategy if you want to succeed. The alternative is to fly in blind, which is almost always a recipe for disaster. It’s critical for any promotional strategy to include both online and offline marketing techniques, taking all audiences and platforms into account. When it comes to offline marketing, why not try training your staff to invite attendees? You never know who knows who, and how many people one staff member might be able to add to your guest list. You could also hang posters up in your store or hand out flyers to customers who pay you a visit.
However, at the end of the day, the most significant part of your promotional strategy should be your Digital Marketing Plan! Here’s what it should comprise.
1. GET BLOGGING
Blogs are a fantastic way to raise hype about your upcoming event. Blog-writing is an art and skill that can be mastered with time. It’s all about cleverly selecting topics that resonate with your audience, offering some helpful advice, and only introducing your event at the end. After reading your blog, people should be so excited, that attending your event would be a no-brainer!
2. LIGHTS, CAMERA, ACTION
Did you know that the human brain processes visuals 60,000 times faster than text? Use professional videos to spark engagement and give people a real visual idea of how cool your upcoming event will be. Videos have been proven to present incredibly high conversion rates, and by posting one on those social media channels we spoke about earlier, and potentially even playing it on a loop on your pharmacy’s TV, you can boost your chances of a higher guest list.
3. TRACK TICKETS
Have you considered using a website like Event Brite to track your RSVPs and measure your promotional plan? Event Brite helps guests find events near them, while empowering hosts to reach the eyes of those guests. The platform offers feature-rich functionality, with no setup or per-event fees. You can find and check in guests, scan tickets on your smartphone, print tickets and receipts at the door, re-issue lost tickets, accept credit cards as payment, and much more.
4. DIVERSIFY COMMUNICATION
To promote your event and make sure it reaches as much of your audience as possible, it’s important to use more than one social media platform. At the same time, don’t go wild and use all of them just for the sake of it. It’s important to only use platforms that are best suited to your audience. For example, if your product or service is super-professional, you’d probably do better on LinkedIn. If your audience is more millennial, Facebook would likely be your best bet.
- Email invites (with videos if possible)
- Social media posts
- Create a Facebook event
- Share event details with other local businesses
The secret lies in getting creative without compromising customer-centricity. We are seeing more and more pharmacies today leaving traditional concepts and advertising techniques where they belong – in the past – making room for exciting new ideas. With the right strategy, a high event turnout will be in the bag. We hope this helped. If you need support with your digital marketing strategy for your pharmacy event, contact ESM today.