Ensuring that your message to patients and customers is effective is essential for the marketing approaches that you use.

The AIDA model is based on a simple mnemonic that will help you make your marketing for products or services more effective.

The model is based on four actions that you should take, from creating awareness to closing the sale. These stages mirror the stages that customers go through as they decide whether or not to make a purchase.

Attention – is there something that will grab the attention of your customers? A bullet point list of relevant facts will not encourage anyone to look at your marketing. Less is more; a single statement, question or image will attract attention and encourage the customer to find out more.

Interest – explain the benefits and advantages of what you are offering. Don’t fall into the trap of solely listing the features. Be clear about how your solution might fix the problem the customer has. Don’t assume that the customer will see these benefits from looking at the features.

Desire – create the desire to purchase or access a service by taking the general message and applying it to an individual’s circumstances. This will usually be done by members of the pharmacy team and explains why your promotions should be supported with detailed staff training.

Action – ensure the sale is closed. Considering appropriate factors, such as price point and times when the service or product can be provided, and offering answers to any questions from the patient or customer, will ensure that barriers are not created in this phase.

 

The next step is to put these ideas into action. Finish by recording your learning outcomes.