Every fall, companies (large and small) examine their annual medical and dental coverage, decide on plans for the coming year, and inform employees about their choices. It’s a constant – expected every year by full-time (and sometimes part-time) employees, nationwide.
With the New Year well underway, I recently received my medial cards in the mail with details about my healthcare benefits, including a list of pharmacies to fill my prescriptions. Upon closer inspection, I noticed the list was primarily big box companies and chain drug stores and assumed these businesses were the only ones who took my plan.
But what about my local mom & pop pharmacy? Curious, I inquired about my prescription plan which, when checked, they did indeed take. It’s been a problem every year, they said. New plans come out, people read their options, and follow the provided list. And every year, they lose a number of regular customers.
For those catering to specific healthcare plans that may reflect larger, more prominent companies, here are a few marketing tips to small drug stores and pharmacies to turn this situation around (and avoid this occurrence going forward):
- Always provide updated information. It’s not too late for this year and definitely well ahead of schedule for the year to come, to keep a list of current healthcare plans your store honors, placed in areas your customers regularly see – the checkout, near the pharmacists, and even a flyer for the shopping bags.
- Contact your regulars. Don’t expect your customers to automatically visit your store at the start of the year or the end of the last. Let them know you are here for them via a postcard mailer, on your website, or in the local papers. Reach out to them on a regular basis, so they know they can count on you, when needed.
- Give employees talking points. A friendly conversation goes a long way. So when your employees are assisting customers, make sure they mention that new healthcare plans are out (or may be out soon, or recently started, etc.) and that they may still be covered here and to make sure. With these helpful pointers, customers will feel appreciated, too.
We always appreciate your business and are available to discuss financing and refinancing needs for your small business. Call Biz2Credit at (800) 200-5678, or visit us online at www.biz2credit.com.