The external promotional activity that initially comes to mind is advertising. Several multiples have undertaken national television marketing campaigns to promote their services. This is beyond the scope of independents and local multiples, but there are some channels that can be used to promote your services in general and a particular pharmacy business specifically.

Some local advertising channels to consider are:

• Local newspapers
• Local radio
• Local trade magazines

The value of these can be variable depending on local circumstances. An independent pharmacy in a small town with little competition or a small multiple with a number of pharmacies in a larger town may benefit from these promotional channels. An independent pharmacy in a large town may not draw any benefit from them. A specific service that people might go out of their way to receive, for example a travel clinic, may benefit from such advertising.

Other opportunities are also available for advertising locally. Posters can be placed in local surgeries with permission. Thinking about your customer base will also help you identify other opportunities to place appropriate posters promoting different services. Community centres, day centres for the elderly, nurseries, play groups and libraries may provide useful sites to advertise specific services that are targeted at specific patient groups. For example, if you know that a local group for Dementia UK meets at a local centre, produce a poster that promotes a service that carers and the elderly would find valuable.

A third opportunity for advertising might be a leaflet drop. Printing leaflets can be inexpensive and finding a local young person, such as the relative of a member of staff, to deliver them should be straightforward. Having a good understanding of the local area, its demographics and the customer groups you want to attract will allow you to target your promotional activity.

Managing the internal NHS customers mentioned earlier is also important. Creating a strategy to regularly meet with these internal customers will help to create support for the services you provide. These meetings will, in turn, give you an opportunity to understand the problems these customers face, share information and discuss possible solutions through working collaboratively.