1. FS70669 Selling Marketing Services in 2011 January 2011 Christine James

2. Agenda The Changes Objectives for 2011 Re-cap on All About Health Role playing activity Incorporating the Huthwaite SPIN selling skills model

3. Marketing Services in 2011 What have we done? Spilt our proposition into –healthcare services (was healthwatch) and –retail management (was category management & merchandising) Introduced a new taster level for customers Integrated All About Health into healthcare services & retail management Why? To make our proposition simple To make our services more accessible to our customers To create new leads for our services Ensuring All About Health is integrated throughout the proposition Creating loyalty to AAH Supporting our customers by adding value to their business

4. Level 1 Retail Management Level 1 Healthcare Services Retail Management Level 2 Healthcare Services Level 2 Marketing Services Field Teams BDM Magazine Posters Web Site Local PR (Level 2) Consumer Awareness Campaign Championing Pharmacy current offer

5. 2011 objectives Generate & convert leads for level 2 –10% of potential customers converted (149) Sell level 1 solutions –300 of the potential customers Promote All About Health benefits –to all customers Target all potential accounts –Do not currently take healthcare or retail services

6. What you need to know Is there a customer need for healthcare & retail services? –Questions to identify & explore the customer need (for service) –What problems do our services solve? Features of the services The advantages to the customer The value of the services

7. The customer need Customer problems – implied needs Retail Management Healthcare Services OTC sales are downI am in danger of losing my customers to the competition I have too much OTC stockMy profit is down OTC products are going out of dateI don’t have any time to run services I don’t know what products to stockI don’t feel I am fulfilling the pharmacy contract I can’t compete with supermarketsI am not reaching my MUR targets

8. The questions to ask to get to these problems How are your OTC sales? How do you decide on what OTC products to stock? How do you use your consultation room? …… Questioning to get to customer want & desire Exploring the value of fixing them

9. The value of retail & healthcare services Retail Management Healthcare Services Increase sales – right products in the right place Customer loyalty through service provision Increase sales – staff link sellIncreased footfall & revenue Is the customer interested in a solution? Detail solution & benefits (meets need) Obtain commitment – lead for level 2 or sign up to level 1

10. Defining each solution – the features Retail Management Level 2 Marketing Services Field Teams Healthcare Services Level 2 Marketing Services Field Teams MS BM visits per campaign Planogram implementation Training and staff education Talking Shop magazine All About Health Online support –Up & coming categories –Product info / suppliers –Print on demand Placement of shelf strips Promotional / feature area Dedicated BM visits –Business planning –Equipment/consultation setup –Pharmacy staff training All About Health Access to 6 unique services Discounted Flu Service Health awareness days Clinical Governance discount Print on Demand Online support £48 per month £38 per month

11. The Advantages Retail Management Healthcare Services Right products in the right place at the right time – increase sales Delivery of a patient service to improve customer loyalty …….

12. Defining each solution – the features Marketing Services Field Teams Retail Management Level 1 Online support Planograms and line lists Star buys & P med offers Vantage Own Label (Top 10) Talking shop features Print on demand (VOL/AaH) All About Health One off consultant visit £25 per month

13. The Advantages Knowing what products to stock Knowing where to stock products Easy access 24/7

14. Defining each solution – the features Out of the box service Blood Pressure screening Patient information Service documentation All About Health Online stationary ordering Print on demand (AaH) One off consultant visit Healthcare Services Level 1 Marketing Services Field Teams £225 or £20 per month

15. The Advantages Comprehensive, easy to use service Get started quickly Develop customer loyalty ….

16. Your role To generate a lead for level 2 or a sign up to level 1 –Ask questions to understand their problems Related to solution / plan in advance –Develop their problems into wants –Explore the implications –Explore the value with the customer –Introduce solution with benefits - meeting explicit need –Reach ‘sale’ – lead for level 2 or sign up for level 1 Focus on customers who don’t take our services

17. Level 1 or Level 2? Engage customers in healthcare services & retail management –Level 2 - customer needs expert to come in & support the service - train & deliver –Level 1 - needs the materials but they have the staff & expertise to do it themselves

18. Marketing support Business tools provided –One pager explaining the proposition and charges –Guidance on questions to ask and how to spot an opportunity.