Product or Service Descriptions

David Holdford, RPh, MS, PhDProfessor, School of PharmacyVirginia Commonwealth University

For Marketing Pharmacist Services

QuestionHow do I write a description of Thrifty White Pharmacy’s Rx MedSync® program?

http://www.thriftywhite.com/

The name Rx MedSync® offers clues to what it is but patients need more than a vague clue to enroll in the program

They need to know exactly what it offers and why it is better than other programs

Clear and informative descriptions are needed for any product or service being marketed by pharmacists

This presentation lays out the steps of writing product descriptions

Learning ObjectivesLearn what goes into product/service descriptions

Incorporate product/service descriptions into marketing communications

FIRST, DESCRIBE MAJOR FEATURES OF YOUR PRODUCT

Rx MedSync® synchronized prescription refill program is a service offered in community pharmacies where pharmacists work with patients to synchronize their chronic refill medications to come due on a single day of the month

ADD ADDITIONAL INFORMATION IF NEEDED

Rx MedSync® streamlines the refill process and allows pharmacists to work with physicians and insurance companies to ensure that medications will be ready when needed

LIST BENEFITS

FOCUS ON THE CUSTOMER’S INTERESTS

Prescriptions filled on the same day. Fewer trips to the pharmacy.

No need to call in prescription refills. A week prior to your prescriptions being filled, you receive a call to confirm which prescriptions need to be filled.

A pharmacist will review your prescription list, monitor changes after doctor or hospital visits, and check for possible drug interactions.

You will have time to talk with your pharmacist and ask questions about your medications.

Consultations are free

You will never run out of your medicines

USE THE FEATURES AND BENEFITS TO DESCRIBE YOUR PRODUCT

http://www.thriftywhite.com/Med_Sync.cfm

Now, try it yourself for your product or serviceDescribe major features

Add additional information if needed

List Benefits

Focus on customer

Use features & benefits to describe your product

INCORPORATE PRODUCT DESCRIPTIONS IN MARKETING COMMUNICATIONS

http://www.thriftywhite.com/Med_Sync.cfm

ConclusionPharmacists must provide a clear and compelling description of the product or service that they are marketing

That description will be critical in the business and marketing communication plans