Sensory Marketing for Pharmacies

A few days ago we were present at an event, promoted byIPAM Porto, about“New marketing trends for 2020 – the era of experience”. One of the guest speakers spoke about his vision of sensory marketing for pharmacies and, in particular, about his company. THEMufyn Music, founded by the well-known DJ from Rio,Levy Gasparian, established itself in the European market as a company specialized in sensory marketing.

Its main mission is to strengthen the relationship between consumers and brands, through a set of sensory strategies that help to create“the perfect environment”. After all, in sensory marketing, the objective is not exactly"innovate"or“do different”. Here, the watchword is"add".

Therefore, in 2020, we will see the emergence of brands with innovative attitudes, which place “experience” at the center of all attention. Discover everything in this article!

What is sensory marketing and how can it be applied in pharmacy?

Sensory marketing is dedicated to promoting sensory experiences, creating an emotional connection to the brand. This seeks to develop positive stimuli through the exploration of the five senses.

Today's pharmacies are multifunctional spaces, where much more than medicines are sold. In this order of ideas, we must place the user at the center of our attention and seek answers to the following questions:

• What do pharmacy users want?
• What do you expect to find at the pharmacy?
• What is the story I want to tell you?
• How should you remember my pharmacy?

Focus on answering these questions for a moment and you will have the perfect brief for a successful sensory marketing strategy!

Pharmacies can and should offer sensory stimuli to their users

We have already talked about thepharmacy of the future, centered on the user/patient, and how the pharmacist should position themselves to assert themselves in such a competitive competitive market. The population is getting older, it's a fact, but young people are increasingly demanding when it comes to their lifestyle.

Read more about this new generation here:“Millennial patients: who are they and how do they behave?”

Used to being stimulated only visually, when surprised by positive stimuli from other senses such as hearing or smell, users tend to automatically increase their perception of the environment and the service provided. When worked on consistently and continuously, these stimuli can create lasting bonds and make your business more profitable.

In countries like Spain or France, it is increasingly common to explore the sense of smell in pharmacies. Companies likesentilogy,for example, they specialize in creating olfactory experiences in commercial spaces and increasingly have pharmacies as clients.

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