Communication according to the ethical rules
Communication with discretion is the first concern when developing a shop-front in a pharmacy.
The shop-front is a window, which reflects this particular store and displays on the outside what is happening inside.
Creativity and aesthetics certainly contribute to attract the attention of the customer, but not everything is allowed, in order to remain within the framework of pharmaceutical legislation.
What messages can be displayed in the showcase?
According to the Public Health, pharmacy shop-fronts and places designed to be visible from the outside, can only be used to present activities that are legal for practice in pharmacies.
The pharmacist can thus use his shop windows to promote an event, signal a promotional action, spread a public health message, etc.
What is the preparatory work?
Before starting a creative and aesthetic process, it is necessary to set the desired target. What do you want to express?
What message do you want to communicate?
In order not to miss the target, it is better to play it simple, providing only the basic message.
The transit time of a customer in front of a shop window is very short, averaging 6 seconds.
The reading time, measured from the moment the person stops, is in the range of 30 to 40 seconds.
The message must therefore be clear in order to be quickly understood.
What are the customer offer limits?
The Public Health Code prohibits pharmacists from using their showcase to attract customers.
Attracting customers is inherent in any business.
However, aggressive advertising messages are unethical, such as posters that are large in size relative to the size of the shop-front, fluorescent banners with messages such as "Lower Prices" or "Discounts".
How is the pharmacist exposed to in case of aggressive advertising?
It all depends on the approach that a particular Regional Council of a Pharmaceutical Association can take to advertising and competition, and whether the proceedings are conducted by the President of that council (guarantor of the general interest of the profession) or by a competitor pharmacist who considers the action personally abusive.
The sanctions imposed are disciplinary.
They rarely involve a ban on practice and are therefore mostly limited to warning or reprimanding.
Is it mandatory to show prices?
This is an obligation and also an advantage for sale, regardless the price level of the products on display.
What is the disadvantage of banner advertising and corporate advertising materials in general?
The exclusive and continuous use of the advertising material of the companies in the shop-front, deprives the pharmacy of a strategic communication space.
How to communicate the message?
The message conveyed by a shop-front is not just its decoration.
It must accompany the consumer indoors.
In addition to visual reminders with postcards or digital messages, an informed and trained team is required and the products on display.
A showcase is effective if it is combined with the appropriate communication on the service counter.
How often should it be renewed?
The showcase must create an interaction.
So we always need something new. It is estimated that after four to five passes, the messages in the window are no longer interesting to the customers.
The lifespan of a showcase also depends closely on the location of the pharmacy.
In very commercial areas, the shop-fronts can be renewed every two weeks.
In a mall, every month.
In any case, remember that your showcase is a direct communication space that operates 24 hours a day, even when your pharmacy is closed.