Abstract

Marketing Tip: PR Can Help with Image Change and Geographic Expansion

Author(s): Capps Shelly

Issue: Jul/Aug 1999 - Compounding Parenteral Products

Page(s): 277

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Abstract

Public relations can be an important tool in changing a pharmacy’s image and in expanding its geographical market. The author reports on the efforts of Town and Country Pharmacy, Ridgewood, NJ, when local marketing conditions forced another look at its marketing approach. This group decided to change its traditional prescription-filling-only image for one that represented the pharmacy as a knowledge and information resource. It staged a wellness week and hired a marketing/public relations professional to assist with the effort. The event was extremely successful in increasing traffic and awareness of pharmacy services. The group then brought in another public relations professional, who has been effective in getting coverage on television, in newspapers and in magazines.

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