Question

You obtain a position as a community pharmacist in a small town by a pharmacist who is on the verge of retirement. You have an idea that you want to expand the clinical services of the pharmacy. As a certified immunizer, you decide that you want to implement vaccine services. Utilizing all of the modern four Ps (people, processes, programs, and performance), describe the marketing plan you would put in place to build these services (2-3 paragraphs). Describe in one to two sentences the cost objects that will be factored into the budget when starting the immunization service.

Answer 1

The marketing plan for implementing vaccine services shall cover:-

a) PROCESS

i. Define clear SOPs ( Standard operating procedures) and clear shift plans

ii. Monitor TAT ( Turnaround time) for all processes and set targets aftero understanding Status Quo

iii. Launch a new mobile APP with an idea to

- Increase customer reach

- Products and service offered can be showcased in the APP

- New launch like vaccine services can be promoted

- Customers can fix appointments by choosing available time slots so that they dont have to waste time while waiting in Que

b) PROGRAM

i. Launch program for employees - Employee of the month/ Team of the month

ii. Customers can earn credit points which appears in their APP, every time they shop. These credit points can be used for making payment for Vaccination

iii. Free Health Advise to customers who will be visiting for clinical vaccination

iv. Free complimantary products for promoting the clinical vaccinations

v. Early bird discount offers on monthly basis

c) PERFORMANCE

i. Keep a total track of inventments and total retunes from teh new program

ii. Keep a track of patient footfalls and also the impact of any marketing program on the footfall

iii. Incentives to the sales team for conversion of deals

d) PEOPLE

i. collect regular feedback from customers and implement the change

ii. Check for home deliveries for increasing the customer satisfaction

iii. Hire right staff so that the target TAT for handling customers can be achieved

iv. Promote your services as a one stop solution to customers

The cost objective which are to be factored in budget for below items:-

a) Infra Structure cost

b) Sales staff Cost

c) Promotion and marketing cost

d) Home Delivery services costy ( including vehicle cost0

e) Mobile APP development cost

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