Strategies to build customer loyalty in your pharmacy

We have already seen in previous posts how to develop a marketing plan to gain visibility, improve your online positioning and attract customers to your pharmacy. Now it’s time for loyalty. Now it is the turn of loyalty. To get those who have come to your pharmacy to come back again. And again. And becomes a regular customer. Something just as important, if not more, than bringing them in for the first time. First, because the competition is still there, lurking. And secondly, because you can be sure of steady sales in the short and medium term. So, now is the time to learn the keys to building customer loyalty in your pharmacy!

To build customer loyalty you need a strategy that includes marketing, communication and customer service techniques. Give your service an added value that differentiates you from the competition.

What are the benefits of building customer loyalty in your pharmacy?

In a business like yours, where you and your competitors offer more or less the same products, customer loyalty is key to growth. A good customer loyalty strategy gives you important advantages in such a competitive market:

–Long-term profitability. A recurring revenue stream is essential to cover fixed costs, both physical and digital.

–Less sensitivity to price increases. A satisfied and trustworthy customer is willing to pay a little more for the quality of your service.

–Optimise your marketing investment. A regular customer does not need attraction or conversion campaigns. And they are more receptive to your promotions and offers. Creating a database of your regular customers allows you to communicate more directly, more closely and more effectively.

–Boost your brand image. A satisfied customer is your pharmacy’s best ambassador. The pharmaceutical business is based on trust and the added value you bring to a customer, so a favourable comment to family, neighbours or friends is always a recommendation to take into account. In the digital age, word of mouth still works.

–Improve your differentiation and positioning as a reference pharmacy in the area. A vital factor in a business where proximity is key, and competition is all around you.

5 loyalty strategies to help you retain your customers

The essence of good loyalty is to offer your customers a positive shopping experience in your pharmacy. This is not new. But there are also a number of strategies that help you ensure that they receive that positive experience before they buy, from your website, and afterwards, with effective follow-up. Let’s take a look at some of them:

1. Active listening.

The first thing is to know your customers’ needs and provide them with solutions to those needs. Whether in the pharmacy, on your corporate blog or on the web, responding to their queries and doubts. Even their complaints, which are very valuable information for improving errors and shortcomings. Remember that service and attention is what differentiates you from your competition.

2. Optimising the service.

Taking care of the aesthetics of your establishment (or your website) is important. But it is equally important that the customer feels comfortable, that they receive direct, friendly and close contact. Of course, also through digital channels (omnichannel). These small details will make them feel unique.

3.Marketing Campaigns.

Communicating your promotions, offers, news, etc. to them as a scoop or exclusive will make them feel valued as customers. The same as offering them a gift, a special discount or a free product trial. These are techniques that work. And you can do it from your establishment or from your website or your social networks (this will help you generate traffic to your pharmacy).

4. Loyalty programme.

The typical loyalty card is a classic, but still infallible. Rewarding recurring purchases motivates your customer to return to your pharmacy. Discount coupons, free samples, product launches or accumulation of points to exchange for a gift are other techniques that work.

5. Follow-up.

Offering excellent after-sales service is another factor that differentiates you and gives you value. For example, sending information of interest to them via social networks, email or telephone. Or always being available to give them support when they need it. New technologies allow you to maintain a close and continuous relationship with your customers.

In short, a customer who leaves your pharmacy satisfied and happy is a customer who will buy again, and will end up making you their pharmacist of choice. Not only that, but they will also recommend you to their circle of trust. And that is priceless.

Do you need a specialist pharmacy marketing agency to help you attract and retain customers?

Getting things right in your pharmacy takes time and dedication, as well as investment. This is also true when it comes to pharmaceutical marketing. And it requires more and more specialisation, because the digital world is moving fast and we can’t always keep up.

So, if you need an expert hand, as a pharmacy marketing agency, we’re here to help you with everything you need to define, plan and develop your personalised, pharmacy-specific digital marketing strategy.

We are a digital and offline marketing and communication agency with a team of 60 professionals and 30 years of experience in the pharma sector. Ask us for specialised advice without obligation.