Marketing That Moves the Needle with Bruce Kneeland, Independent Pharmacy Marketing Specialist

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What's the difference between marketing and advertising and why does it matter for your pharmacy? 

In this episode of the Bottom Line Pharmacy Podcast, Austin Murray sits down with Bruce Kneeland, longtime independent pharmacy advocate and host of the Pharmacy Crossroads podcast, for a candid conversation about what it really takes to grow an independent pharmacy in today's competitive landscape.

Bruce shares his fascinating journey from a chance job posting at BYU that landed him in Fargo, North Dakota, to senior roles at Health Mart, AmerisourceBergen, and eventually becoming a consultant and road-tripper who has visited pharmacies coast to coast.

In this episode, Bruce and Austin cover:

• Marketing vs. advertising and why confusing the two is costing pharmacies patients
• The word-of-mouth myth and why relying on it alone is "killing you slowly"
• Messaging that connects how to talk about complex services like compounding in language patients actually understand
• The B2B opportunity and why your real customer for compounding and specialty services might be the prescriber, not the patient
• And more!

Stay connected with Bruce Kneeland and his work:

Pharmacy Crossroads Podcast | Bruce Kneeland LinkedIn | Dispense Times

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More resources on this topic:

Podcast - Marketing for Independent Pharmacies with Gabe Trahan