Are You Missing A Huge Free Marketing Opportunity?

A couple back-to-back major national news stories have caused me to reflect on a HUGE competitive advantage independent community pharmacies have.  The approval of the FDA for an OTC birth control pill and news on a new Alzheimer drug are the two examples.  I'll bet you've heard these stories too. 

When a big story like this hits the news-wire the national media covers it pretty well.  But here's the problem your local news outlets have, they don't want to simply run the same story as everyone else. So, what do the do?  Often they will contact a local expert and try to build a story around what the expert says along with some thought as to what it mean for people in your city.  

Their problem, the pharmacy manager at the chain drug store can't talk to the press. But you can.  And with a little bit of preparation and some luck, you can be the local media guru for this type of news.  

Arun Tandon, President of Advance Health Pharmacy in Kalamazoo, Michigan, has worked with the local press for years.  He just got to be featured on a local TV broadcast on the new birth control pill.  Here's a link to the story: https://lnkd.in/g9_QznfA

Hussam Hamoush, owner of Stonebriar Pharmacy in Frisco, Texas is also routinely featured on a local Dallas TV station.  

Both of them tell me the process couldn't be easier and, that the free publicity does bring in new patients, in two remarkable ways.  First, the obvious, people see the news story you are mentioned in.  They see the sign for your pharmacy.  They are unhappy with their current pharmacy so they drop in and give you a try.  But, the more important business builder is, your current customers see the news story,  Then they say to their friends, "Hey the locally owned pharmacy I just saw on the news is where I shop.  They are really good.  You might want to give them a try."  

That's right, being on the local news is a word-of-mouth catalyst.  

Getting started is easy.  Next time you  hear a story that has anything to do with pharmacy send an email to one or more local news outlets.  You should be able to find a contact person easily on the web.  Then write a short and sweet email.  Something like this:

Dear Editor, I just heard a news story on (fill in the blank).  I found it interesting but, it seems important to me that people understand a couple things about the (product/service) that weren't mentioned.  For example, (pick one) the cost, how hard it is to get, why insurance may not cover it, etc. etc.  As the owner of, Your Pharmacy Name, I'd be happy to talk with one of your reporters and answer a few questions.  It may help your readers/listeners have a better understanding of the topic.  

That's it.  Most likely the first two or three times you do this nothing will come of it.  But if you send out an email like this to several outlets, several times, after a few tries you'll get a call.  

Tandon and Hamoush tell me they get on the news several times a year; and, they no longer need to reach out.  The calls just come.  

I wrote an article on this process for America's Pharmacist magazine a couple years ago.  Email me at: BFKneeland@gmail.com and I'll send you a pdf.  Subject line: Be The Local Media Guru.