Pharmaceutical companies · Marketing Strategy

How to attract potential customers to use your service(soft) in independent pharmacy world?

Hercules Schonfeldt JFNA Director Digital Technology

December 1st, 2015

What approach would you recommend to use for niche which is small? There are potential 23,000 customers and they are very busy and not really looking into their emails or magazines. How would one reach 30% of this small niche without calling or driving to place of business? I do understand conferences and symposiums are the best places but to get there cost a lot and I just started to build this software.  

Raghu Ranjolkar Strategic Marketing Consultant

December 1st, 2015

This is an  era of social media & Digital Marketing. Warm up yourself on social media by attractcting your customer segment by regular update in relation to them. but dont try to sell anything there. Just create awareness. 

John Seiffer Business Advisor to growing companies

December 1st, 2015

You'll need to learn how they describe their problems, and how they look for solutions. This means getting into their heads and learning how their day goes. Learn that stuff on an individual basis before you try to scale. 

That probably means driving to their place of business (face to face is more instructive than phone) and attending conferences etc. 

I'd do that before I spend much time/money building software or you're liable to build something people don't want to buy. 

John Seiffer Business Advisor to growing companies

December 1st, 2015

If your customers aren't spending time looking at email, social media etc then being there won't help. But you have to spend time with them to learn what media (if any) they do look at. Maybe they read trade journals - or maybe not. 

John Seiffer Business Advisor to growing companies

December 1st, 2015

You need to talk to them and learn how they find out about new software, how much they are willing to adopt something new, how they would respond to reps, ads, etc. Talk to them and learn. 

Eszter Takacs Product Manager at Genomic Vision

December 1st, 2015

My advice: put a lot of effort on presenting yourself as an expert in your field...I find this is a key in the healthcare/pharma market to make your "crowd" listen. Best way to do this is through content marketing tools (white papers, blog posts, social media activity - as others already suggested). Inspire them, offer information away for free that they can't get anywhere else, only from you. I wouldn't "write down" emails. No matter the audience, everybody looks at their emails...they just don't open those which are sales blasts or have irrelevant content. 

And I agree, you need to meet them. I know that conferences can be expensive, but I find that it's still a great way to discuss with prospects and have a relaxed first discussion. I'd choose one event with the most relevant participant list and invest in a registration fee. I'd send out some personal emails to see if I can meet some interesting prospects there "to catch up". 

Stephen Smith Head of New Business Development, Digital Transformation Strategy

December 1st, 2015

I'd think that the conference idea is a good one to go walk the aisles and sit in on some sessions. Grab the agenda ahead of time, and try to find ways to meet folks over coffee and to become part of their attendance of the show. It is hard and takes awhile, but that is how I have always done it. 

Diane Kaston Director of Retail Business Development at E-commerce Jewelry Start Up

December 1st, 2015

i love linkedin marketing, connect, follow, and comment on their posts if any, sales navigator, etc, works great for small businesses, also any and all social media they use, twitter is great too

Hercules Schonfeldt JFNA Director Digital Technology

December 1st, 2015

Software I'm building is completely free for them to use. I have few friends in that niche and I have gathered almost all requirements and solved (on paper) most of their problems. But I'm really confused on marketing strategy and how to approach them. Do I need to hire someone as rep?

Raghu Ranjolkar Strategic Marketing Consultant

December 1st, 2015

Exactly. you need to talk to them. But they dont listen to yuu unless they they know you want to benefit them right,
Thats the reason you have to attract them and there is no other place you find them other than social media, which is least / no expensive for both the seller & buyer.

Raghu Ranjolkar Strategic Marketing Consultant

December 1st, 2015

The best tool is the blog.
Idendify the customers websites and use their blog page. thats where you are directly talking to them