Marketing Your Prescription Compounding Practice: Part Three
Author(s): Letendre William R, Jackson Richard A
Issue: May/Jun 2000 - Compounding for the Ear, Nose and Throat
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Page(s): 199-202
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Abstract: This last article in a series continues the discussion of the factors in the marketing mix that are under the direct control of the business and manipulated to satisfy needs. This article covers promotion (steps in developing a promotional strategy and advertising media [brochures, newspaper ads, direct mail, radio ads, detailing, inpharmacy promotions, presentations to community groups and telephone “hold” messages]). The authors conclude that marketing includes all activities that direct the flow of goods and services from producer to consumer. Marketing a compounding pharmacy requires a unique approach. Even though promotion is usually the element of the marketing mix that gets the most attention and effort, equal emphasis should be placed on other elements to ensure a successful and profitable compounding practice.
Related Keywords: advertising, brochures, budjet, detailing, direct mail, hold message, marketing, marketing concept, marketing mix, media, newspaper, presentation, pricing, promotion, radio, sales, seven P's, strategy, target market