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Follow on Google News | West Main Pharmacy of Medford, Oregon, Receives Outstanding Advertising of the Year AwardCreative thinking, old fashioned determination and a very memorable mural are critical parts of the advertising strategy created by West Main Pharmacy of Medford, Oregon, helping them to compete with other stores.
By: Christine Stewart In 2010, West Main Pharmacy faced a dilemma that challenges countless independent pharmacies. For the second time, a large pharmacy chain opened a store located just across the street. To an independent pharmacy, a multi-million dollar advertising budget of a large chain is daunting, and impossible with which to compete. However, West Main overcame the odds through hard work and proactive dedication to their business. West Main, now known for the unforgettable red, white and blue mural on the outside of their pharmacy, developed an innovative and well thought out advertising campaign to build their business and reinforce their brand. They created a delivery van to match the mural, new store brochures, an informative website and TV ads to share their friendly, locally owned customer-care message with local patients. “This award honors a pharmacy that excels at advertising. Throughout 2010, West Main saw the growth rate of their average monthly prescription volume more than double from the previous year. These efforts were all done while a popular chain drugstore opened across the street. A lot of businesses would shy away from the challenge, but West Main knows the importance of the services they have provided to their patients and the importance of their role in the community during the past 50 years – they didn’t give up,” said Mike Cantrell, president of Good Neighbor Pharmacy. West Main is a cornerstone of the local economy and sponsors a major golf invitational in the area. They also partner with local retailers to help attract customers to the local businesses and stores. West Main’s other marketing strategies included drawings, give-a-ways and daily store events to create noise during the new competitor’s opening. West Main knew that their local promotion efforts, an emphasis on customer service and their new concentration on Home Healthcare helped them connect with current and potential patients. “We wanted to remind the community that we have been here for years and that we can be trusted – we’re a part of your neighborhood. Our patients have names, and we don’t see them as being numbers, or customers. We took the backseat once before, and we were able to learn from it. Our pharmacy continues to work hard to earn our place in the community – our business is a part of our neighborhood’ West Pharmacy continues to grow each day and sends a powerful message to the community through the quality, old-fashioned customer service that patients will find at a Good Neighbor Pharmacy. As a business that is also a neighborhood health care destination, West Main is an ideal example of how a local pharmacy can compete with larger retailers while maintaining its individuality and community standards. # # # Good Neighbor Pharmacy is a network of more than 3,700 independent pharmacies across the United States. Our mission is to offer competitive pricing on a wide range of over-the-counter and prescription medications, while providing the personalized service that people have come to expect from a neighborhood pharmacy. Good Neighbor Pharmacy is part of a program offered by AmerisourceBergen, one of the world's largest pharmaceutical services companies serving the United States, Canada and selected global markets. For more information about Good Neighbor Pharmacy, visit: www.goodneighborpharmacy.com or www.facebook.com/ End
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