Category: Marketing and Communication

CRM: what it is and why it is important for your pharmacy

CRM (Customer Relationship Management) is the tool to better manage relationships and interactions with your customers 

In a competitive market, overcrowded with competitors and products, it is essential stand out and know how to manage relationships in the best way with individual customers, suppliers and other businesses. 

Welcoming customers with their name and knowing what medications they are on is a good practice but a service that is difficult to put into practice. When dealing with numerous customers, it is humanly impossible to remember everyone's regular purchases or needs. 

Here because the solution is to invest in CRM software, a tool that can help you be more organized and better manage customer interactions. 

What is CRM? CRM stands for Customer Relationship Management and it is the software that contains all the synchronized and constantly updated information of every single customer of your pharmacy, offline and online. All possible points of contact to attract their attention and establish a trusted pharmacist-customer relationship, without straining too much memory. 

The pharmacy is a trusted place: why manage the relationship with customers 

Adopting and installing a CRM means putting the customer at the center. CRM is the tool for creating, developing and growing a personalized relationship with each individual customer. Collects data on current and potential customers, useful information to improve the customer experience in the pharmacy. An experience more targeted to the individual brings a net improvement to turnover. 

For customers, the pharmacy is a trusted place: the pharmacist is a figure they gladly return to for advice and information. This creates a stable, quality relationship that lasts over time: a relationship of loyalty. 

A loyal customer: 

  • it is less cost-sensitive and less likely to purchase competing drugs. The first thought is product reliability
  • has a Word of mouth powerful. He will speak well of the pharmacy and / or products with friends and family. Word of mouth is one of the keys to success
  • does not need paid advertising campaigns, events, etc. He already knows your pharmacy and already buys your products, he needs no introduction. 
  • is more prone to purchase other products of the same line and / or brand. 

An efficient customer service helps to create a good after-sales service and to create relationships with all customers, who will see in the pharmacy the trusted place where they can go for purchases of drugs and / or products and advice of various kinds. 

CRM software is the indispensable tool for building a database on customers and keeping in constant contact with them. The installed CRM is always updated and synchronized with the pharmacy databases and includes all customers, even those online.  

The reasons for investing in CRM software

A CRM allows you to collect detailed customer data and store it in an easy-to-access database, helps meet customer needs and improve retention rates. 

Why invest in CRM software? 

  • keep track of each customer's history and purchasing habits. Thus, it is easy to develop customized services based on what they want and need. With a CRM tool you can propose personalized offers, discounts or promotions via the Web, mobile, social and on-site devices. 
  • It is the tool for easily stay in touch with customers. Drive repeat purchases, send notification emails and reminders, personalized offers, quickly respond to questions, concerns or complaints on social networks and send updates. All interactions in one easy-to-access tool. The CRM tool is constantly synchronized with all the data of the pharmacy's customers, online (those who buy on e-commerce) and not. 
  • Usable by all employees of your pharmacy that they have access to all customer data they are serving: birthday, interests, social media, sales history and contact details. By complying with current privacy regulations, it is also a useful tool for keeping track of a customer's health information. 

If you are looking for CRM software for your pharmacy, contact us immediately.  In Caygri we offer you digital solutions for your pharmacy: web and e-commerce services, marketing strategies and the management of dedicated servers and VPS. We are partner company Google Adwords and Facebook ADS for sponsored campaigns, certified Magento Developer and Prestashop partnership. 

WhatsApp Business vs Pharmacies: What's Happening?

We explain why you cannot open a WhatsApp Business account for your pharmacy

E-commerce and social networks are now an integral part of every business in almost all sectors. The pharmaceutical sector is not far behind. The health emergency from Covid-19 has accelerated and made digitalization indispensable: when it is safer to stay at home, it is essential to reach your customers in all possible ways. Here because digital is the solution.

Digital tools are a great help in providing services but you need time and energy for management.

Caygri offers digital solutions. E-commerce to sell their products, management system for online reservations, such as booking the covid-19 vaccine. Institution platforms are certainly not known for being easy and intuitive, and less tech-savvy customers need help. 

Last, not least, a messaging platform. WhatsApp is the app that about 33 million Italians use to send messages and for companies it has become an indispensable means of communication, given that the Menlo Park platform is increasingly implementing e-commerce features. Doctors frequently use Whatsapp to communicate with their patients, but there is a blockage for pharmacies.

If you install WhatsApp Business for your pharmacy, your account will be blocked because it “violated the platform's regulations”. WhatsApp Business and pharmacies, what is happening?

What is the business account

WhatsApp Business is the version of WhatsApp for companies. A WhatsApp Business account is the business channel and offers more than a private account. It should be noted that many pharmacists and / or other professionals and sellers use a non-business account for work. To communicate with their customers, sales and purchases and reservations are limited to the private account, depriving themselves of many WhatsApp Business opportunities. In addition to the photo / logo, you can enter the address with a map, opening hours, the various links to the website and member profiles and a brief description. Automatic systems for creating and sending simple messages, called chatbots, have been implemented and under development. A few examples? Message from bewelcome to new users or the automatic reply during closing times, etc.

Unfortunately, not all that glitters is gold. It is not possible for pharmacists to use a WhatsApp Business account.

Platforms like WhatsApp have supranational regulations (it is American, it respects the American rules, which it also puts into effect in Italy and so in the rest of the world, without taking into account the regulations of the single State). These regulations do not take into account the specificity of the single activity.

WhatsApp Business vs Pharmacies: the block

Le WhatsApp regulations to be respected, under penalty of permanent blocking:

  • When selling goods or services, we consider that all messages and multimedia content relating to those goods or services, including any description, price, fee, tax and / or any additional information required by law, constitute transactions. Transactions must comply with the regulations listed below, applicable terms, laws and regulations.
  • Companies may not transact in the sale of illegal, prescription, or recreational drugs or drugs.
  • Companies may not transact in the sale of unsafe ingestible supplements as determined by WhatsApp in its sole discretion.
  • Substances prohibited on sale: Chitosan, symphytum, Blood, urine, human growth hormones, ephedrine, dehydroepiandrosterone
  • Diets, weight loss products or other health related products that involve or attempt to generate a negative self-perception in people.
  • Contact lenses, bandages and braces for physical injuries, thermometers, test kits for medical conditions or diseases, breast pumps, first aid kits.

All this if detected by the automatic WhatsApp spider leads to the blocking of the business account. For the customers, the account will be visible but you will be able to respond to their requests because it is blocked.

There are two plausible solutions in front of this scenario: use a private WhatsApp account but without the pros of a business account or implement an auto responder, like our BotinFarma.

BOTinFarma by Caygri is the automatic responder equipped with Artificial Intelligence, even when you are not available on the PC or the pharmacy is closed. Answer all your customers' questions directly from your Facebook page. Contact us now and find out how it works!

Political Communication Analysis: Lega vs M5S vs PD

Hello everyone,

today I am dealing with a communication category very far from my core business, as you well know, I am generally involved of pharmacies and e-commerce but during my career I was asked to analyze the social communication of the 3 largest parties in Italy: Lega, Movimento 5 Stelle and the Democratic Party.

I will absolutely not talk about politics but about how the communication of politicians through social media has changed, in particular Facebook.

In Italy, the political-social meeting took place almost 6 years after the world average, first of all the grillini started to exploit the online and the web world, followed by Matteo Renzi. From 2014 to 2016 they were the absolute protagonists of web-politics in Italy.


Movement 5 Stars

The Movimento5Stelle was very far-sighted and thanks to Casaleggio it managed to channel all the requests as a central party, party in the territory (subdivision region-province) without giving importance or greater importance to the political figure. In fact, many politicians of the M5S became known and known after the 2018 elections see Luigi Di Maio, Fico, Toninelli and their ministers. With the exception of Alessandro Di Battista, M5S spokesperson.

M5S has started to leverage on the weakest people and activating the so-called mud machine and conspiracies. Let's remember the novax war, the alleged banking system, excise duties on gasoline, big pharma and aliens. Although many things have been deleted from their blog, the keywords are still well indexed. Images and posts from clickbait have popularized M5S with exponential growth.

The M5S are often voters and young people, often only dreamers ... in fact in the last year punctually after 2 days, especially Di Maio has rectified the previous news saying "it can't be done" slowly as champions of the law and M5S are still the ones who they lost (as they took) in the same speed as the likes


Matteo Renzi - Luca Zingaretti and PD

Matteo Renzi, once he became prime minister and secretary, was very "centered" on his political character. In fact, he started a blog, followed the examples of foreign policy and uses Twitter on a daily basis and many press releases and news still come on Twitter today. Matteo Renzi, or whoever for him, has established himself as a brand of the PD.
In fact, the more the Renzi brand increased its positioning, the weaker that of the PD, then they became equal after the defeat of Rendi in the referendum, which already online had expressed many doubts. The communication error of Renzi's referendum, where the no was won, is that many did not understand what the question was and the possible gains because it was too complex and not summarized in a slogan such as the water or oil referendum.

After Renzi, it was a short dark period until the election of the new and current secretary Nicola Zingaretti, he was a bit of a man of providence both in the political and social fields. He won almost with a unanimous vote and above all less brand but more man.

The different way of speaking with a calm, reassuring, authoritarian tone of voice and that aspect of a "responsible family man" is Nicola Zingaretti's winning weapon.
In interviews Renzi has a higher tone of voice, speaks faster and perhaps too accustomed to debates in the court (professional deformation?) Falsely young and within everyone's reach, he has sinned of self-centeredness.

Zingaretti opened his Facebook page in 2016, well curated, transparent and with many attached groups and above all, he took the PD page by increasing the PD brand, not as fast as Salvini but using long-term algorithms for positioning.

His public page during the hours of the most reactive followers and during the government crisis was immediate on the whole front.


The Right - Salvini and the League

After Berlusconi's decline, the center-right still does not have a leader and Salvini has not let himself be begged by also changing the rules of the League, opening up to southern Italy and becoming a brand, like Renzi but as a discount brand. Why discount brands? How his posts and his “Vinci Salvini” contests made Salvini himself appear as a lottery product and of little value… and above all a victim of consumerism.

Salvini, has also begun to share his private sphere (no world politician) has shared the so-called after-sex photos Elisa Isoardi or to change girlfriends like the player and the tissue on duty. All very disposable and 50s newsboy.

The Vinci Salvini competition (like the detergent contests), the Italian Summer tour (like the singer on duty), the ride on the jet ski, the 49 million, have exploited Matteo Salvini as toilet paper in the bathroom. Using the older marketing principle of "as long as you talk about it"

But is it always an exact choice?

Salvini's social profiles manage to publish almost 7 posts a day, often with fallacious or acclaimed content of the character, a host of almost all paid fans and the haters (managed by his own web agency) have boomed in super sonic speed. .

The negative side of each social network has always been used, the darker and more shady side to bypass rankings, likes and haters .. but using bans such as the famous 49 million, the RussiaGate prohibited on all social networks and also banned users who mention them.

A real cyber warfare machine a bit like Orwell's 1984. Psychologists, sociologists have wondered how he managed to be so successful, but the question was enough to ask those who do it for work: ALGORITHMS and continuous and constant study of keywords and always riding on the news and above all inventing the news.

I hope to receive and generate a constructive dialogue to improve and discuss.