SOLUTIONS
SCAN TECH Add QR codes to your marketing efforts
B
y now, most of your patients can immediately recognize a QR, or Quick Response, code. “How I used to describe it to my mother
No matter how you use QR codes, where you place them in your pharmacy can make or break their effectiveness.
was a pretty little black and white square with lots of other little
Research your traffic patterns to learn how people move
squares on the inside,” said Maryann Moschides, chief marketing
through your store and find out where they’re walking or waiting.
officer and general manager at Scanbuy, Inc., a mobile engagement
When patients are waiting for prescriptions, their eyes will naturally
company that helps companies of all sizes take advantage of QR
drift to signage in the environment, and they’ll be especially
code technology.
receptive to a QR code. They can be placed on shelf talkers, on
The pandemic helped launch the QR code into the stratosphere. They can be seen on boarding passes, in restaurants
display cases, or at the register when patients are checking out. Even outside your pharmacy waiting area, there are places in
to connect to a menu, and even in television commercials. “Almost
the front end where patients are more likely to linger, and that’s
everyone has a smartphone that can scan a QR code, even our
where QR codes can be effectively deployed. “When you have signs
parents and grandparents,” Moschides said.
while they’re staring at options and deciding what to pick up, like in
The ubiquity of this technology means it can be a potent tool
a fridge or freezer section, that’s where they may scan more often,”
for marketing your pharmacy. Because the pandemic has given
Moschides said. When you understand where your patients are
your patients a crash course in how to interact with QR codes, you
spending the most time, you can create a strategy to reach them
don’t even have to provide much education. Simply use QR codes
with QR codes at the right point in their shopping journey.
to further your marketing message. “We’ve found that retailers
When you think about QR code placement, be sure it’s in a
and brands have recognized the value of the QR code to engage
location that is easy to see and scan. You can create a beautiful
with customers and improve the business environment for them,”
poster with a great call-to-action and a large QR code, but no one
Moschides said.
will engage with it if the poster is hidden in a corner or obscured by
Here’s how you can effectively implement QR codes in your pharmacy.
a plant. “We’ve seen brands put codes on display cases or high on shelves where consumers can’t really access it,” Moschides said. “You have to be thoughtful, because if it’s in the wrong place, the
QR CODE BASICS
marketing campaign could fail, and it has nothing to do with the
There are many ways you can use QR codes in the pharmacy, but
QR code.”
the end goal should always be the same: making things easier for your patients. “When you’re in an environment where there aren’t always employees standing next to the shopper to answer questions or give information, that’s where QR codes can come in handy,” said Moschides. QR codes can also be used to direct patients to digital resources. If you have a pharmacy app, you can give them a flier with a QR code on it that will help them download the app quickly.
SCAN TO APPLY
It’s a seamless process with fewer steps than asking them to type in a specific URL or search for it in an app store. Additionally, QR codes can be used to create even more touch
Patients aren’t the only people you can reach with QR codes. They can also be used to reach potential employees. With retail
points with patients. “We find that for folks who are trying to grow
pharmacies facing a worker shortage, making your application
their mailing lists, QR codes can be a good shortcut,” Moschides
process available and accessible will help you reach more
said. “You can have people scan to join a loyalty program or scan for
candidates. “When you pair it with a sign that says, ‘We’re
more coupons, and then people give you permission to email them
hiring,’ you can link a QR code to an application that makes it
or text them. It helps you find the people who really want to engage
easy for candidates to submit resumes and apply for positions,”
with your brand.”
said Moschides.
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