THE VALUE OF CELEBRATING MILESTONES

The independent pharmacy is the cornerstone of the community, treating multiple generations of patients. Longevity should be celebrated! Utilize milestone anniversaries to tout your success, celebrate your loyal patients – and attract new ones. Give yourself at least six weeks to plan your event. Once your date has been selected, take advantage of every opportunity to make your community aware of your milestone anniversary.

Five Easy Steps to Plan Your Anniversary Event:

1. Select a date

2. Pick the event activities

• Wellness activities (such as screenings)
• Product specials
• BBQ

• Order supplies
• Order refreshments
• Book entertainment
• Order giveaways

• In-store
• Media outreach
• Prescribers
• Advertising
• Social media

• Prepare your staff
• Enjoy the event – you’ve earned it!

THE TIMELINE:

Six weeks prior:

• Confirm the date and time of your event.
• Contact the Local Marketing Support team to request your anniversary support matching funds.
• Check with your local government to obtain permits, if required.
• Share the date with your Health Mart retail sales manager (RSM).
• Pick a theme that reinforces your services and brings tie-in publicity (such as National Diabetes Month).
• If you are planning a screening, contact vendors and plan for in-store support.
• Decide on and begin arranging entertainment, refreshments and other details.
• Order your Health Mart Event Kit (kit includes pop-up tent, branded back wall, and tablecloth and
• table runner), giveaways and balloons from the Marketing Hub using matching funds.
• Giveaways and balloons are a great way to add excitement to your event. Consider items with your store address and phone that customers are likely to keep and see on a regular basis, such as magnets and tote bags.

Four weeks prior:

• Start advertising using the customizable materials on the Marketing Hub.
• Post banners and flyers in your store. Put bag stuffers in prescription bags. Post flyers in local businesses and around the community.
• Send mailings to invite your customers and local healthcare professionals.
• Make a list of local newspapers and radio and TV stations that should receive your press release, as well as
• local leaders.
• Share the list with your local marketing coordinator if you are using the Local PR service available on the Marketing Hub.
• Write and send a letter announcing your anniversary event and inviting local elected officials, business leaders and others.
• Finalize your plans for decorations, refreshments and entertainment.

Two weeks prior:

• Send a press release announcing your anniversary event to your local media list. Follow up with a phone call to reiterate the invitation.
• Order refreshments.
• Continue your community and in-store promotions.
• Plan for extra staffing during the event.

One week prior:

• Follow up with guests, media and vendors.
• Confirm with the local leaders you invited to your anniversary event.
• Follow up with your local media one more time.
• Confirm arrangements with your wellness screening vendor (if any).
• Order any additional decorations. Begin installing decorations.
• Prepare your staff for the event.

PROMOTE YOUR EVENT TO THE COMMUNITY

Take advantage of every opportunity to make your community aware of your anniversary event. Your promotional messages should include the date of your event, as well as special details such as any wellness screenings, entertainment, refreshments, specials or events you plan to include.

Consider the following channels to spread awareness of your event, using templates available on the Marketing Hub:

• Press Release
  • Let your local media help spread the word for you.
  • Use the press release template in the Marketing Hub as a guide and reach out to TV, radio and print media in your target area.
• Radio and Print Advertising
  • The Marketing Hub offers radio scripts and print advertising templates to help you design your campaign.
• Social Media
  • Use your existing social media channels such as Facebook and Twitter to spread the word about your upcoming event.
  • Advertise planned activities, giveaways or celebrity guests.
• Community Outreach
  • Let the community know about your event by posting flyers on community bulletin boards and other businesses around town.
• Local Prescribers
  • Contact local physicians, dentists and veterinarians whose patients may utilize your pharmacy to invite them to your event.
  • Be sure to mention your wellness screenings and other attractions.
• In-Store Promotions
  • Customize poster, flyer and bag-stuffer templates on the Marketing Hub and post them throughout your store.
  • Put a bag stuffer in every prescription bag.
  • Ask your staff to invite your customers to the event.

FOR MORE INFORMATION

Call Marketing Hub Support at 855.658.4482 (Monday-Friday 8:30 a.m. to 7:00 p.m. ET) or email support@marketinghubsupport.com.