Download Thinking Way Outside the Box - National Community Pharmacists

Thinking Way Outside the Box –
Advanced Marketing Strategies for
Independents
Presented by:
Dan Benamoz, Founder & CEO, Pharmacy Development Services
1:45 p.m. - 3:45 p.m., Saturday, October 7, 2006
Las Vegas, Nevada
Evaluation # 06-127
This program is approved by NCPA for 0.20 CEUs (2.0 contact hours) of
continuing education credit. NCPA is approved by the Accreditation Council
for Pharmacy Education as a provider of continuing pharmacy education.
Dan Benamoz
Dan Benamoz is a 1981 graduate of The Albany College of Pharmacy. He started his career with
Rite Aid Corporation and became a district supervisor before leaving to devote full-time to his
own medical supplies practice.
In 1986, he was awarded a United States Patent for the transdermal application of steroids with
ultrasound that still continues to be a widely used procedure in orthopedic and sports
medicine.
In 1992 Dan’s pharmacy began servicing long term care facilities and grew that business to
service 37 facilities in less than 3 years.
In December 2003, Dan authored an industry White Paper. His article, “The Future of Retail
Pharmacy: If Mail Order Can-Then Why Can’t We?”, has been published in several industry
publications including Drug Topics, The Florida Pharmacy Journal and PharmacyNow.com. Six
weeks after his article was published several prominent chains, including CVS, Hook’s Drug
and Happy Harry’s, changed their corporate policy to no longer accept third party contracts
that contained a mandatory mail order provision.
In 2004, Dan developed a web based employee management software system, My Virtual
Manager, which is rapidly growing in popularity amongst independents across the country. My
Virtual Manager has been lauded for its ease of use and rapid impact on improving
communication with employees as well as increasing employee efficiency, productivity and
accountability.
In 1996 Dan founded Pharmacy Development Services, Inc. and is now a national consultant
who coaches independent pharmacy owners in management systems and business
development strategies. As a successful businessman and registered pharmacist, he has earned
the distinction of being known as an independent pharmacy activist and retail pharmacy
turnaround specialist. Dan has empowered pharmacy owners nationwide with his innovative
marketing programs while stressing the importance of taking control of one’s business while
still enjoying the pleasures of a personal life. Learning how to run one’s business, rather than
having it run you,” has become his motto for success.
He is a frequent speaker at state and national conferences, conventions and trade shows.
Educational Objectives
Presentation Title: Thinking Way Outside the Box –
Advanced Marketing Strategies for Independents
Name of Presenter: Dan Benamoz
1. Express how to uncover the hidden fortune that lies dormant within your
own customer base.
2. List effective advertising strategies that don’t cost a dime.
3. Describe a lucrative strategy to expand your business trading radius and
attract many NEW customers.
4. Explain how to kick “word-of-mouth” advertising into high gear.
5. Identify strategies and concepts guaranteed to replace lost profits from lower
reimbursements.
Thinking Way Outside The Box—
Advanced Marketing
Strategies For Independents
Dan Benamoz, RPh, CEO
Pharmacy Development Services, Inc.
Boynton Beach, Florida
www.pharmacyowners.com
Only those who risk going too
far can possibly find out how
far they can go.
T.S. Eliot
1
Your Competitive Advantage
Mass Merchandising
vs.
Relationship Marketing
(Educational Based Marketing)
$$$
$$$
Databases Are The
Currency Of The
New Millenium
$$$
$$$
2
BEWARE!
This can be more lethal than a computer virus!
3
VOICE BROADCASTING
Hi, this is Dan calling from Family Pharmacy. I hope you’re well. I just
wanted to let you know that it looks as though we may be in the full
blown stages of a flu outbreak. The biggest difference between a cold
and the flu is that fever is not common with a cold but is with the flu.
Also, headaches are not common with a cold but are common with the
flu. Mild fatigue and weakness are also very common with a cold but
with the flu, extreme fatigue is common and weakness can last for weeks.
If you begin experiencing any of these symptoms, please feel free to give
us a call or stop in and we’ll be happy to help you out any way we can.
We can even make some recommendations that can cut down on the
intensity and duration of the virus if you do become ill. I hope you find
this information useful. Have a great day and we’ll be talking to you
soon. Goodbye.
VOICE TESTIMONIALS
Nothing beats word-of-mouth advertising
• Transcribe for text
testimonials
• Include in E-mails
• Include on websites
• Use for radio commercials
4
YOUR UNPAID SALESFORCE
CHAMPIONS!
CUSTOMERS
PROSPECTS
SUSPECTS
MARKETING GIFT
FOR PHARMACY OWNERS
FREE
FREEBIE
GIFT
TODAY
1-YEAR
NEWSLETTER
TEMPLATE
SUBSCRIPTION
SIGN UP TODAY!
5
AUDIO POSTCARDS
AUDIO BY E-MAIL
6
VIDEO MESSAGING
VIDEO E-MAIL
VOICE MESSAGING
WARNING
Before you buy medical equipment
from anybody, call this toll-free
number and listen to this important
FREE recorded message 24/7.
(888) 214-0962 ext. 9000
7
Welcome to
SpaRx
The Future Is Now
I’M QUEEN FOR A DAY
8
The Inada Massage chair
9
The Therabath Pro Paraffin Bath
Available through your wholesaler
Herbal Heating Pads
10
Cholestech
Bone Densitometer
(Refurbished units inexpensive on ebay)
11
Detoxification
The Benefits of Detoxifying your body.
Reducing toxins in your body have been
known to produce improvements in:
12
Ion Cleanse Detoxification System
13
The Bioscanner for measuring
antioxidant levels in tissue.
Asyra Technology
& Electro Acupuncture
14
Asyra Electro Dermal Analysis
Allergen Sensitivities
Amino Acid Deficiencies
Chakra Imbalance
Color Therapy
Enzyme Deficiencies
Fatty Acid Deficiencies
Food Sensitivities
Fungal/Mycotoxin Problems
Heavy Metal Burden
Hormonal Imbalances
Immune System Weakness
Mineral Deficiencies
Parasite Influence
Skin Afflictions
Sleep Disturbances
Thyroid Disturbances
Toxicity Elimination Blockages
Trace Mineral Deficiency
Skin Damage Assessment
High End
Dermaceutical
Products
www.epionce.com
15
THE AFFORDABLE
1-PRICE PRESCRIPTION DRUG PLAN
BONUS
(TIME PERMITTING)
REMEMBER...
Your life can mean more than just work!
www.pharmacy-owners.com
16
Learning Questions
Presentation Title: Thinking Way Outside the Box – Advanced Marketing
Strategies
Name of Presenter: Dan Benamoz
1. ___________________________ are the currency of the new millennium.
2. Relationship building requires multiple customer contacts throughout the month.
True
False
3. An effective strategy for developing relationships with customers is through educational
based marketing.
True
False
4. Your unique selling proposition (USP) tells your customers and potential customers what
differentiates your business from your competition.
True
False
5. Which marketing strategy costs the most amount of money to implement and often yields
the lowest return on your investment?
a. Increasing the size of transactions.
b. Increasing the frequency of transactions
c. Tapping into your customer’s “circles of influence.”
d. Monthly sales flyer campaigns.
Learning Answers
Presentation Title: Thinking Way Outside the Box – Advanced Marketing
Strategies
Name of Presenter: Dan Benamoz
Answers:
1. Databases
2. True
3. True
4. True
5. D. Monthly sales flyer campaigns.