What are your objectives? What does your business mean to your customers? Is your pharmacy an apothecary dedicated to fast prescription service? Or is it a full-service retailer where customers expect a range of products? By outlining your long-term business objectives, along with your customers' expectations,  you’ll make advertising choices that support your primary goals.

Define Your Goals

1. Your goals should be specific. Target the components that add up to new revenue, and allow you to focus on managing each step.
   
   
2. Goals should be focused on opportunities to draw new customers, increase sales from existing customers, and/or respond to competitive pressures.
   Here are some examples: Expand your customer base. Retain customers when a national chain opens in the area. Gain a reputation for the best customer service in your area.
   Note: For each of these examples, define the target customer, devise the message and select cost-effective media to communicate your message. 

3. Develop your value proposition. Ask questions such as:
   ∗ What are the key reasons that customers come to my store versus my competition?
   ∗ Is it the special services we offer, compounding, easy parking, Medicare billing, or what?
   
   
4. List any new programs and services that you would like to offer in the next three years and the pros and cons of offering them.  
   
   

   New Program	Pros and Cons
   1. Delivery	Pro:  ___________________________ Con: ___________________________
   2. Open on Sundays	Pro:  ___________________________ Con: ___________________________
   3.	Pro:  ___________________________ Con: ___________________________
   4.	Pro:  ___________________________ Con: ___________________________