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How to attract potential customers to use your service(soft) in independent pharmacy world?

What approach would you recommend to use for niche which is small? There are potential 23,000 customers and they are very busy and not really looking into their emails or magazines. How would one reach 30% of this small niche without calling or driving to place of business? I do understand conferences and symposiums are the best places but to get there cost a lot and I just started to build this software.

11 Replies

Stephen W. Smith
0
0
Head of New Business Development, Digital Transformation Strategy
I'd think that the conference idea is a good one to go walk the aisles and sit in on some sessions. Grab the agenda ahead of time, and try to find ways to meet folks over coffee and to become part of their attendance of the show. It is hard and takes awhile, but that is how I have always done it.
John Seiffer
2
0
John Seiffer Advisor
Business Advisor to growing companies
You'll need to learn how they describe their problems, and how they look for solutions. This means getting into their heads and learning how their day goes. Learn that stuff on an individual basis before you try to scale.

That probably means driving to their place of business (face to face is more instructive than phone) and attending conferences etc.

I'd do that before I spend much time/money building software or you're liable to build something people don't want to buy.
Raghu Ranjolkar
3
0
Raghu Ranjolkar Entrepreneur
Strategic Marketing Consultant
This is an era of social media & Digital Marketing. Warm up yourself on social media by attractcting your customer segment by regular update in relation to them. but dont try to sell anything there. Just create awareness.
Diane Kaston
0
0
Diane Kaston Entrepreneur
Director of Retail Business Development at E-commerce Jewelry Start Up
i love linkedin marketing, connect, follow, and comment on their posts if any, sales navigator, etc, works great for small businesses, also any and all social media they use, twitter is great too
John Seiffer
1
0
John Seiffer Advisor
Business Advisor to growing companies
If your customers aren't spending time looking at email, social media etc then being there won't help. But you have to spend time with them to learn what media (if any) they do look at. Maybe they read trade journals - or maybe not.
Hercules Schonfeldt
0
0
Hercules Schonfeldt Entrepreneur
JFNA Director Digital Technology
Software I'm building is completely free for them to use. I have few friends in that niche and I have gathered almost all requirements and solved (on paper) most of their problems. But I'm really confused on marketing strategy and how to approach them. Do I need to hire someone as rep?
John Seiffer
1
0
John Seiffer Advisor
Business Advisor to growing companies
You need to talk to them and learn how they find out about new software, how much they are willing to adopt something new, how they would respond to reps, ads, etc. Talk to them and learn.
Raghu Ranjolkar
0
0
Raghu Ranjolkar Entrepreneur
Strategic Marketing Consultant
Exactly. you need to talk to them. But they dont listen to yuu unless they they know you want to benefit them right,
Thats the reason you have to attract them and there is no other place you find them other than social media, which is least / no expensive for both the seller & buyer.
Raghu Ranjolkar
0
0
Raghu Ranjolkar Entrepreneur
Strategic Marketing Consultant
The best tool is the blog.
Idendify the customers websites and use their blog page. thats where you are directly talking to them

Eszter Takacs
1
0
Eszter Takacs Entrepreneur
Product Manager at Genomic Vision
My advice: put a lot of effort on presenting yourself as anexpert in your field...I find this is a key in the healthcare/pharma market to make your "crowd" listen. Best way to do this is through content marketing tools (white papers, blog posts, social media activity - as others already suggested). Inspire them, offerinformation away for free that they can't get anywhere else, only from you.I wouldn't "write down" emails. No matter the audience, everybody looks at their emails...they just don't open those which are sales blasts or have irrelevant content.

And I agree, you need to meet them. I know that conferences can be expensive, but I find that it's still a great way to discuss with prospects and have a relaxed first discussion.I'd choose one event with the most relevant participant list and invest in a registration fee. I'd send out some personal emails to see if I can meet some interesting prospects there "to catch up".

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