Dedrick’s is a locally owned independent pharmacy and gift shop serving the community of New Paltz, NY. As an independent pharmacy, Dedrick’s faces stiff competition from chain drugstores. Essentially two businesses in one, the pharmacy and gift shop each require their own marketing but must present as a single business. We have successfully brought awareness of the “hidden” gift shop to the local community, increasing traffic in the store.
The Dedrick’s website is designed to focus attention on their knowledgeable staff and personalized service that only an independent pharmacy can provide. We’ve focused on the user experience (UX) by incorporating online Rx refills and prescription management, and incorporating easy access to the personalized services they provide. Both the website and print and digital ad campaigns highlight the ever-changing and locally focused product lines of their lovely and unexpected gift shop. Frequent advertising in local media helps to keep Dedrick’s in the public eye. Using mediums such as HV Parent, Chronogram, and the local newspaper meet their customers where they are in print and online. Ad Essentials photography conveys the store ambiance through the website and advertising.
A marketing strategy with Chronogram entering Dedrick’s Pharmacy into the Best in the Hudson Valley promotion. Placing second for independent pharmacies in the Hudson Valley the first year and first place the second year has raised awareness of the pharmacy and gift shop throughout the area.