Digital marketing is now firmly on the agenda when businesses are developing their go to market strategies, and this is something that seems set to continue in the coming years. Since the internet is able to appeal to large audiences and is able to get the brand identity of an organization communicated easier than before, it is possible to see exceptional business growth due to the rollout of this form of strategy.What some businesses are failing to keep in mind, however, is that the development and subsequent execution of digital marketing strategies is not always so simple and straightforward as portrayed by many. One thing to keep in mind is that of the business fundamental of market segmentation; that appealing to different types of people and different interests and the process of implementing this using the internet. What one segment of the market may like something that another segment may find boring or annoying; this simple point can affect how successful business marketing strategies are when implemented using digital technologies.When looking to develop strategies and generate interest from specific market segments it is important to remember the “message to market match” therefore however an organization appeals to a market segment will by definition depend on the content of the message and ensuring that message reaches its intended target market. As an example a company may be communicating a marketing message via an image or graphics which is in effect the same thing that is being said via a well written article, the image may end up being more successful if the target market segment has more visual people in it. The point being made if that different types of users are going to respond differently depending on the types of marketing strategies deployed, this marketing fundamental must be adhered to during the development and execution of online marketing strategies.Since there are so many different types of end users using the internet daily it means that organizations have to continually refine internet marketing strategies in order to gain a more detailed understanding of that which their target market segment audience[s] prefers. If any company is looking to market to a large audience using digital techniques; then it is going to have to pay attention to marketing to different segments using the internet. To take this further it will be necessary to further subdivide the internet as a marketing channel into sub channels. As an example we could consider…
Social media
Video
Podcasting / audio
Search engine marketing
… as sub channels [and the list could go on an on!] within the digital marketing realm, therefore companies have to use these sub channels in order to communicate its messages to specific market segments.It is critically important to make sure that all digital content is carefully crafted and delivered via the most appropriate sub digital marketing channel in order to generate the desired effect for the company. Consider consistently creating quality, appropriate [remember the "message to market match"?] and detailed [as appropriate] content designed to appeal via a combination of visual, auditory and kinesthetic modes in order to resonate with as many people as possible.As businesses of all sizes bring digital marketing more and more into their strategic mix, the question of market segmentation and making sure that the message of the organization first reaches its target market segment and secondly resonates with it needs to be high on the agenda of company executives. It is true to state that whilst many organizations may not like the extra work that goes into developing strategic digital marketing strategies that takes the marketing segmentation fundamental into consideration, it is necessary if it hopes to appeal to as many market segments as possible that it has identified for the growth of the business.
Market Segmentation And Digital Marketing
Pharmacy Technician – A Closer Look
In the not so distant past when you walked into a pharmacy needing to get a prescription filled you would have, in most instances, found that your prescription was actually filled by the on duty pharmacists. However, over the past few years a change has occurred in the pharmacist arena and that change is, “a pharmacist probably no longer filling your prescriptions”. Although pharmacists are on duty wherever medications are dispensed; today in most instances, a pharmacy technician or pharmacy assistant are the ones filling prescriptions.Pharmacy Technicians and assistants have existed for some time but their roles have evolved for a variety of reasons. A big reason is that they help to reduce health care costs because they get paid much less than a certified pharmacist. Another important reason is that it simply makes sense. Pharmacy technicians and assistants are trained to handle routine work (fill prescriptions and customer service), which frees up the pharmacists to focus more of their time on supervisory duties, as well as patient care.Melissa Murer, Executive Director of the Pharmacy Technician Certification Board, put it this way, “Pharmacists are becoming more focused on patient care, so pharmacy technicians are needed to perform more of the distributive functions.”In this brief (but hopefully informative article) I attempt to demonstrate what pharmacy technician and assistants do and where they do it.In general, they assist licensed pharmacists in providing medication and health care to patients by preparing and filling prescriptions and performing clerical tasks. Duties are similar but pharmacy technicians generally have more responsibilities. In addition, technicians and assistants are required to be closely supervised by a licensened pharmacist, although the laws defining what “being supervised” entails, varies by state.In addition to having all of their prescriptions checked by a pharmacist, technicians and assistants must also direct all patient questions regarding drug information, health matters or prescriptions to the pharmacist.Pharmacy Technicians
Technicians follow specific procedures when filling prescriptions. After receiving an initial prescription or refill request, they must verify that the prescription information is accurate and then count, pour, retrieve, weigh, measure and if necessary, mix the required medication for the prescription. The next step is to prepare and affix the labels to the proper container. After filling the prescription the technician will then price and file it. Another important aspect of a technician’s job is to prepare patient insurance forms and establish and maintain patient profiles.In retail pharmacies, technicians will also stock and take inventory of medications (both prescription and over-the-counter) maintain equipment and help manage the till.In many hospitals, technicians have the responsibility to read the doctors orders from a patients’ chart, prepare and then deliver the medication after it’s been checked by a pharmacist. They may also enter information about patients’ medical records (regarding their medications) or put together a supply (normally 24 hours) of medicine for patients, including the labeling and packaging of each dose. But just like technicians working in a retail pharmacy, each package is checked by the supervising pharmacist before being given to a patient and they also maintain inventories of medicine and other supplies.Pharmacy Assistants
Duties are similar to pharmacy technicians and while hospitals and pharmacies employ pharmacy assistants, the number of available positions is generally less than technicians. In retail pharmacies they work as clerks or cashiers, answer phones, handle money and perform clerical duties. In hospitals they also deliver medications and assist in stocking shelves.Pharmacy technicians and assistants work in clean well-organized areas but are required to spend most of their workday on their feet. And because more and more pharmacies are open 24-hours a day work hours can vary with technicians and assistants are often required to work odds hours (nights, evenings and weekends). Therefore, there are many opportunities to work part-time in 24-hour pharmacies. In addition, a percentage of both technicians and assistants work part time because they are studying to become pharmacists.States have traditionally required a one-to-one ratio of pharmacist to technician but that is also expected to change. Mark Boesen, Director of Government and Student Affairs for the American Association of Colleges of Pharmacy, has stated that: “Many of the major employers of technicians are expanding the number of their facilities and boards of pharmacy in some States are allowing the legal ratio of technicians to pharmacists to expand. This is a very promising field to work in.”An increasing demand for technicians with greater responsibility has prompted some States to revise their one-to-one ratio of pharmacist to technician to two or three technicians per pharmacist.As pharmacy technicians take on more and more tasks previously performed by pharmacists, they must also learn and master new technology. A good example is the increased use (by many pharmacies) of robotic machines to dispense medicines. Technicians will be required to oversee the machine, stock bins and label containers.This article may be reproduced only in its entirety.
Business Capital Solutions In Canada: Accessing Proper Cash Flow & Commercial Financing
Business capital requirements in Canada often boil down to some basic truths the business owner/financial mgr/entrepreneur needs to address when it comes to financing for businesses.
One of those truths? Knowing the true state of their financial condition and what financing they do and don’t qualify for when it comes to meeting commercial lending requirements in Canadian business.
Business Loans In Canada
Whether you are smaller or start-up firm looking for information on how to get a business loan or a larger established firm looking for growth financing or acquisition opportunities we’re highlighting 3 mistakes that commercial loan seekers like your company need to avoid making when addressing, sourcing and negotiating your cash flow / working capital and commercial financing needs.
1. Understand the true condition of your company finances – These are almost always successful addressed when you spend time on your financials and understand how your financial statements reflect your access to commercial loans & business credit in general
2. Ensure you have a plan in place for sales growth and financial needs as it relates to commercial financing
3. Understand that actual hard facts about cash flow which is, of course, the lifeblood of your company
Can you honestly answer or feel positive about all those 3 points. If so, pass Go and collect $ 100.00!
A good way to address your company’s finance plans is to ensure you understand growth finance solutions, as well as how to manage in a downturn – i.e. not growing, losing money, etc; It’s never fun to fund yourself in an economic or industry downturn such as the COVID pandemic of 2020!
When we talk to clients of new or established businesses it seems they are almost always talking about sales, so the ability to understand and focus on the differences in their profits and cash fluctuations is key.
How do cash flow and sales plans and projections affect the type of financing you require? For one thing sales growth usually starts out by consuming your cash, not generating it. A poor finance plan will drag your business down and addressing financing simply gets tougher and tougher.
Three basics always emerge when it comes to your search for the right business capital and financing.
1. The amount of financing you need
2. The type of financing (debt/cash flow/asset monetization) The business loan interest rate will be dramatically affected by whether you choose traditional or alternative financing solutions. Private business loans in Canada come from non regulated commercial finance companies most often known as ‘ alternative lenders ‘. These lenders are typically highly specialized in one ‘ niche ‘ of business financing and may be Canadian firms or branches of U.S. banks and non-bank lenders
3. How the financing is structured to be manageable with your day to day operations
What Finance Company In Canada Can Meet Your Borrowing Needs & Why Is Capital Important In Business
Let’s identify and break down key financings your firm should know about and understand if they are applicable and achievable to your business. They include:
A/R Financing / Factoring / Confidential Receivable Finance
Inventory finance / floor planning / retail inventory
Working Capital term loans
Unsecured cash flow loans
Merchant working capital loans/advances – these loans are geared toward short term cash needs and are typically one year in duration. Loan amounts are typically 15-20% of your annual sales revenues.
Royalty finance
Asset based non bank business lines of credit
Tax credit financing (SR&ED bridge loans)
Equipment Leasing / Sale leasebacks – Equipment financing in Canada is used by almost 80% of all companies looking to acquire new, and used, assets.
Govt Guaranteed Small Business Loan program – Government Loans in Canada are sometimes referred to as ‘ SBL’, aka Note: BDC Finance solutions are available from this Canadian non-bricks and morter crown corporation. A small business loan via the government-guaranteed loan program comes with true flexibility around term loan duration, market rates, no pre payment penalties, and of course the low personal guarantee that is required by borrowers. These two ‘ government ‘ loan solutions are often perfect for financing a new business.
If you’re focused on not making mistakes in your business finance needs and want to capitalize on the solutions your competitors are probably already using seek out and speak to a trusted, credible and experienced Canadian business financing advisor who can assist you with your cash flow and commercial financing needs.
Stan has had a successful career with some of the world’s largest and most successful corporations.
His employers over the last 25 years were, ASHLAND OIL, ( 1977-1980) DIGITAL EQUIPMENT CORPORATION, ( 1980-1990) ) CABLE & WIRELESS PLC,( 1991 -1993) ) AND HEWLETT PACKARD ( 1994-2004 ) In 2004 Stan founded 7 PARK AVENUE FINANCIAL – He is an expert in Canadian Business Financing.