With so many priorities competing for your attention, marketing often becomes something you’ll “get to later.” The reality is that marketing is no longer optional. Patients have more healthcare choices than ever before, and if they don’t know about the services your pharmacy provides, they cannot take advantage of them.
The good news? Many Health Mart pharmacies already have access to resources and funding that can help make marketing easier and more affordable.
If you’re a signage-compliant Health Mart pharmacy, you may have up to $2,400 in Matching Funds available each year through Health Mart Marketing Edge to help offset the cost of qualified marketing activities. Yet many pharmacies either aren’t aware of the program or haven’t fully explored everything it offers.
What Is Health Mart Marketing Edge?
Health Mart Marketing Edge is an online marketing platform designed specifically for independent pharmacies. It provides access to customizable marketing materials, digital advertising solutions, promotional products, branded merchandise, event resources, and professional support to help pharmacies attract patients and grow revenue.
Rather than starting every campaign from scratch, pharmacy owners can access consumer-tested marketing tools built specifically for community pharmacy. Health Mart Marketing Edge was created to help pharmacies promote their services with less effort while maintaining a professional and consistent brand presence.
Whether you’re promoting immunizations, medication synchronization, health screenings, medication adherence programs, community events, or front-end offerings, Health Mart Marketing Edge provides resources to help you get your message in front of patients.
The Marketing Budget You May Already Have
One of the most valuable parts of Health Mart Marketing Edge is the Matching Funds program.
Eligible Health Mart pharmacies can receive up to $2,400 in Matching Funds annually, which can be used to offset up to 50% of qualified marketing expenses. Funds are deposited each year and can be applied directly to eligible purchases and campaigns through Marketing Edge.
Think about what that means in practical terms.
A pharmacy planning a vaccination awareness campaign, community event, radio campaign, digital advertising program, or new signage initiative may be able to significantly reduce out-of-pocket costs by applying available matching funds toward those efforts.
For many independent pharmacies, the challenge isn’t deciding whether marketing is important. The challenge is finding room in the budget to consistently invest in marketing throughout the year.
The Matching Funds program helps address that challenge.
More Flexible Than You Might Think
Many pharmacy owners assume marketing funds can only be used on a narrow list of approved items. In reality, the program covers a broad range of marketing tactics.
According to the Health Mart Matching Funds Guidelines, eligible marketing activities may include:
- Digital marketing plans
- Custom media plans
- Paid search advertising
- Social media advertising
- Display advertising
- Radio advertising
- Television and streaming advertisements
- Print advertising
- Billboards
- Event sponsorships
- Event signage
- Business cards and stationery
- Promotional materials
- Health Mart branded apparel
- Giveaways and branded merchandise
- Community marketing campaigns
The range of options allows pharmacies to choose marketing tactics that best fit their goals, patient population, and local market.
Some pharmacies may focus on promoting clinical services. Others may use the funds to increase visibility in their communities through events, sponsorships, signage, or advertising. Some may invest in digital marketing to reach patients where they spend much of their time today: online.
Digital and Traditional Marketing Are Both Covered
One of the strengths of Health Mart Marketing Edge is its flexibility.
The platform supports both traditional and digital marketing strategies, allowing pharmacies to build campaigns that align with how their communities consume information.
Digital options include:
- Paid search marketing
- Social media advertising
- Behavioral targeted display ads
- Reputation management across more than 60 online directories
Traditional marketing options include:
- Print advertisements
- Radio campaigns
- Television advertising
- Billboards
- Door hangers
- Transit advertising
- Brochures
- Flyers
- In-store signage
- Bag stuffers
- Counter cards and other point-of-sale materials
The ability to combine both approaches can help create a more comprehensive marketing strategy that reaches patients through multiple touchpoints.
Hundreds of Resources Available Today
Not every marketing effort requires spending money.
Marketing Edge offers access to hundreds of customizable templates and resources that pharmacies can use to promote their services. Many assets are available for download at no additional cost.
These materials can help pharmacies quickly create professional marketing campaigns without needing to develop everything from the ground up.
Resources include materials focused on:
- Immunizations
- Medication synchronization
- Seasonal health campaigns
- Community outreach
- Pharmacy services
- Patient education
- Store promotions
Instead of wondering what to post, print, or promote next, independent pharmacies can access ready-to-use materials and customize them to fit their store’s brand and messaging.
Promote What Matters Most
Many independent pharmacies offer services that patients simply do not know about.
You may provide immunizations, point-of-care testing, medication synchronization, delivery, medication packaging, wellness consultations, durable medical equipment, or other specialized services. Yet if patients aren’t aware those services exist, you’re missing opportunities to serve your community and grow your business.
Marketing Edge provides tools that help pharmacies highlight those offerings in a professional, patient-friendly way.
The platform includes ready-to-use immunization marketing materials for vaccines commonly offered by community pharmacies, including:
- Flu
- COVID-19
- RSV
- Shingles
- Pneumonia
- Additional vaccine programs
With vaccination demand increasingly tied to proactive patient outreach, having access to prepared marketing materials can save significant time while helping improve awareness.
Make Community Events Stand Out
If your pharmacy participates in health fairs, community wellness events, school activities, local festivals, or vaccination clinics, Marketing Edge offers resources to help create a more professional presence.
Available event materials include:
- Banners
- Retractable signs
- Table coverings
- Tents
- A-frame signage
- Promotional giveaways
Community engagement has always been one of independent pharmacy’s greatest strengths. Marketing tools that support those interactions can help pharmacies create stronger brand recognition while reinforcing their role as trusted healthcare destinations.
Build Your Brand Beyond the Counter
Marketing doesn’t stop with advertisements. Every patient interaction creates an opportunity to reinforce your pharmacy’s identity.
Health Mart Marketing Edge offers branded apparel, name badges, promotional items, giveaways, and even scrubs that can help create a more consistent patient experience.
Branded merchandise not only enhances professionalism but also helps reinforce your pharmacy’s presence throughout the community. Whether it’s a team member wearing branded apparel or a patient leaving with a promotional item, those touchpoints can strengthen awareness and recognition over time.
You’re Not Doing It Alone
Another overlooked benefit of Health Mart Marketing Edge is the support behind the platform.
Pharmacies have access to a team that includes:
- Customer service specialists
- Media experts
- Designers
- Digital marketing specialists
For pharmacy owners who don’t have dedicated marketing departments, this support can be invaluable.
Instead of figuring everything out on your own, you have access to professionals who understand pharmacy marketing and can help guide your efforts.
Health Mart Marketing Edge can also provide custom media marketing plans tailored to your store, market, and goals.
What to Do Next
Start by reviewing the Health Mart Marketing Edge One-Pager and Health Mart Matching Funds Guidelines available through IPC.
Next, log in to myHealthMart.com, select Marketing, and access Marketing Edge to review available resources and funding opportunities. If you have any questions or need assistance, our Support Team is here to help. Please call 855.735.0993 or email [email protected], Monday through Friday from 8:00 a.m. to 5:30 p.m. CST.
Your pharmacy may already have up to $2,400 available to help offset marketing costs. The sooner you explore your options, the sooner those funds can start working to help you attract patients, promote your services, and support long-term growth.
Marketing is an investment in your pharmacy’s future. With Health Mart Marketing Edge, you don’t have to make that investment alone. Between the matching funds, customizable resources, digital and traditional marketing solutions, and dedicated support team, you have tools designed to help your pharmacy grow, compete, and continue serving your community for years to come.
