Promoting services There are a number of ways that promotional activity can be differentiated. A useful differentiation will be to think of promotional activity in terms of internal activity and external activity. Simply put, internal promotion will be those activities that occur inside the pharmacy while external promotion is those activities that occur outside the pharmacy.

When considering your mix of promotional activities, it is important to remember than it is easier to engage current customers with new services than it is to attract new customers. Both are important, but failure to capitalise on the opportunity from current customers will be less efficient.