Pharmacy Business Success Program

Lesson 1:Developing a Marketing PlanPresenter’s Info:Courtney Wilson, Marketing ManagerParata Systems

1.Setting S.M.A.R.T. goals

2.Conducting a SWOT analysis

3.Understanding your target audience

4.Securing your most profitable customers

5.Defining your value

Agenda

S.M.A.R.T. Goals

Goal:

10% of

Customers

Converted to

Strip Packaging

SWOT Analysis

want to^

Target AudiencePa

ran

oid

Pat

• Male• 30 – 50 yrs old• Single• Monthly script

for Xanax & Ambien

• Works in technology field

• Values face to face consultation

• High-stress, high-toxin lifestyle

• Spends a lot of time online

Su

zy S

occ

er

Mom • Female• 35 – 50 yrs old• Married w/

children• Runs a personal

taxi service• Kids w/ allergies• Values

convenience & organization

• Talks to a lot of other moms

• Values the opinions of peers both online & word of mouth

Ch

ron

ic C

arl • Male

• 40 – 65 yrs old• Chronic

conditions such as hypertension, heart disease, diabetes

• 5+ prescriptions at any time

• Struggles with adherence

• Sedentary lifestyle

• Values convenience & organization

10% = 50%

Primary

Message

Brand Strengths

Competition

What your customers

value

Summary

1. Set S.M.A.R.T. goals

2. Analyze your environment (SWOT)

3. Know your target audience

4. Secure your most profitable customers

5. Define your value