PRESCRIBER MARKETING PLAN: SAMPLE

1) Determine your objectives ………………………………………………………………………………………………For example:

• To form relationships with five new physicians’ practices a month• To increase the number of new patients by 10%

2) Select your targets ……………………………………………………………………………………………………………For example:

• Specialty physicians’ practices (infectious disease, neurology, dermatology, allergies and asthma, respiratory, and psychiatry) that write 100+ prescriptions per month

• Family physicians’ practices that write 200+ prescriptions per month• Veterinary practices that write 50+ prescriptions per month for medications that require compounding• My existing prescribers

3) Craft your messages …………………………………………………………………………………………………………For example:

• Our services can help you increase your quality measures.• We are always available by phone to support you with your medication questions or billing and prior

authorization support.• We offer your patients convenience, everyday low prices, and friendly, personal service.• We have a strong focus on medication adherence, helping you ensure better outcomes.• Community pharmacies are known for our excellent customer service. We give your patients personal

attention and highly specialized services that they can’t get from chain drug stores.

4) Select your channels …………………………………………………………………………………………………………For example:

• In-person visits • Mail• Email• Fax• Phone

NOTE: Vary your methods over the course of your outreach to keep your message fresh.

Use this document to lay out your plan for outreach to prescribers in your area. We have provided a sample plan, but you can customize the plan to meet your pharmacy’s individual goals.

Week 11. Use the online tool to determine the most valuable prescribers in my local area. Consider:

• Prescribers who tend to write high-value prescriptions• Prescribers who have a targeted population of valuable patients• Practices whose patients may benefit from our special services

2. Determine how much time that I can devote to meeting with physicians and following up each week. Use that to determine how many physician appointments to aim for each week.

3. Create my marketing plan and assign tasks to specific staff members.4. Send the introductory letter by mail.5. Call physicians’ offices to set up appointments.

Week 21. Have my staff confirm appointments with physicians’ staff.2. Begin meeting with physicians. During the appointment, be sure to:

• Ask the physician about specific needs.• Give the physician my store brochure.• Ask about the best way to contact the physician and office staff.• Ask for the physician’s email address so I can follow up with occasional updates about new products and

medication shortages.• Take notes so I can follow up on any actions.• Ask if I can leave postcards in the waiting room for patients.

Week 31. Send a handwritten thank-you note to the physician following the appointment.2. If physician agreed that it is OK to communicate with staff, have a staff member call the practice to set up a

lunchtime staff training or session.

Week 4Call or email the physician directly to follow up on any action items from our initial meeting.

Week 5Have our delivery person drop by the physicians’ offices with marketing materials explaining our specialty services (such as compounding, home healthcare and immunization clinics) and more leave-behinds for the physician’s patients, if needed. Include a short note for the physician referencing our initial meeting.

Week 6 and beyondContinue periodic contact with the physician such as email or fax announcement about a new product in stock or other development. Use resources available through the Marketing Hub, such as Prescriber Marketing fax templates, to inform the physician about a patient’s non-adherence or high-risk medications to help improve patient outcomes.

PRESCRIBER MARKETING PLAN: SAMPLE (CONT.)