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CCPP Certification Program
Module 23: Marketing and Business Development
Translating Your Clinical Expertise into a Thriving Collaborative Practice.
From Clinician to Clinical Entrepreneur
Throughout your career, you have honed an exceptional set of clinical skills. You are an expert in therapeutics, a master of patient counseling, and a trusted guardian of medication safety. Yet, for many pharmacists, the word “marketing” can feel foreign, uncomfortable, or even unprofessional. It conjures images of slick sales pitches and aggressive advertising—the very opposite of your evidence-based, patient-first ethos.
This module is designed to fundamentally reframe that perspective. We will translate the concepts of marketing and business development into the language you already speak: the language of clinical outreach, professional education, and value demonstration. You will learn to see marketing not as “selling,” but as a systematic process of identifying the “patients” (physician practices) who are most in need of your “therapeutic intervention” (your clinical services) and educating them on its proven benefits.
You are not just building a service; you are building a business. To succeed, you must become a clinical entrepreneur, capable of articulating your value with the same clarity and confidence you use to explain a drug’s mechanism of action. This module provides the tools and strategies to build a powerful brand, create a compelling message, and develop a sustainable pipeline of physician partners who see you not as a vendor, but as an indispensable clinical asset.
Your Roadmap to Practice Growth
This module will equip you with a systematic framework for identifying, engaging, and securing the partnerships that will form the foundation of your collaborative practice.
Identifying Ideal Physician and Practice Prospects
Learn the art of “professional prospecting.” We will cover how to analyze your local healthcare landscape to identify the physicians and practices most likely to benefit from your services and become enthusiastic early adopters.
Building Your Collaborative Practice Brand and Message
Define your unique value proposition. We will guide you in crafting a clear, compelling brand identity and a core message that resonates directly with the clinical and financial priorities of physician practices.
Creating a Marketing Toolkit (Flyers, Decks, Website, LinkedIn)
Develop the essential, professional assets you need to make a powerful first impression. This section provides templates and best practices for creating compelling flyers, pitch decks, a professional online presence, and more.
Outreach Channels: Email, Conferences, Direct Calls, Referrals
Master the strategies for connecting with your ideal prospects. We will provide scripts, email templates, and networking techniques for effectively using a multi-channel approach to secure introductory meetings.
Advertising, Testimonials, and Sustaining Referral Pipelines
Learn the advanced strategies for long-term growth. This section covers how to leverage testimonials, build a sustainable referral network, and utilize targeted advertising to ensure a continuous stream of new partnership opportunities.
