Digital communication, whether via smartphone, laptop, desktop, or tablet, is here to stay. This means that online pharmacy advertising will be critical to your pharmacy's growth and success in the coming year. In today's blog, we're here to help you with your pharmacy's digital marketing and more.
Pharmacies that previously relied on more traditional channels are discovering that digital marketing provides unprecedented targeting and reach. Any advertising or marketing conducted through digital channels, from websites and mobile apps to search engines and social media networks, is referred to as digital marketing.
You can meet your patients based on the devices and platforms they use every day, establish an online presence, and market yourself across multiple channels by shifting your focus.
Here are a few ideas for attracting digital customers:
- Keep a human connection by responding to questions and inquiries.
- Sharing photos of your employees and store
- Share new content on a regular basis to keep customers engaged.
- Emphasize your unique value and promote special offers.
- Make it simple for them to find and contact you online (ie: create recognizable and easy-to-remember usernames)
Branding assists you in developing a memorable identity for your pharmacy ad business, which includes a mission and vision statement as well as a brand story. Pharmacies that stand out also have a distinguishing feature or value proposition. Cost, convenience, location, or specialty products and services are some examples.
While a strong brand and problem-solving solutions can help you stand out, you still need a solid advertising strategy for your pharmacy.
Increase your patient base with the following pharmacy advertising ideas:
1. Advertise Your Pharmacy on Google My BusinessGoogle My Business (GMB) provides free online profiles to brick-and-mortar businesses to attract local foot traffic, an important part of local search engine optimization (SEO).
Anyone looking for local pharmacies can find you by adding your profile to Google Maps and search results pages. Encourage patients to leave reviews on Google for your pharmacy so that their referrals appear on your profile.
Aside from Google, there are hundreds of local business directory websites. These include search engines such as Yahoo and Bing, as well as Facebook and business listing sites such as YellowPages and the Better Business Bureau.
Include your pharmacy in as many of these as you can. Sites like Moz Local and Yext can help you manage and update your listings in all major directories from a single platform for an annual fee. The more guides you appear in, especially high-traffic ones, the better your local SEO will be.
Each listing should contain you:
- Company name and logo
- Contact and location information
- Website
- hours of operation
- Products and services
- Photograph of a storefront
The information provided by each pharmacy should be consistent across all platforms. Similarly, check and update those listings on a regular basis, especially if your hours change or you have seasonal offerings.
Facebook is one of the top 10 most-visited websites in the world along with YouTube, Twitter, and Instagram. Creating and maintaining active social media accounts can thus assist you in building a following and engaging your patient base.
Make the most of your social media presence by doing the following:
- Creating accounts on all major platforms in order to claim your company's name and direct people to your website.
- Participating on one or two platforms where your patients are likely to spend their time
- With regular posts, useful health content, images, and videos, we are focusing on quality and consistency.
- Informing patients about upcoming sales or events.
With highly targeted ads on Facebook, you can advertise your pharmacy to potential patients.
Each ad campaign can be tailored to and shared with a specific audience. On Facebook's Ads Manager platform, you can choose from a variety of parameters such as age, gender, location, relationship, and child age. For example, Facebook's ad network includes Instagram, Facebook Messenger, and Audience Network, allowing you to reach a wider audience.
Creating effective ads for your pharmacy does take practice, but Facebook's paid campaigns are an effective way of reaching a much larger audience online.
Hosting a virtual event, which can range from live videos and wellness classes to educational webinars and industry conferences, is a low-cost way to expand your online audience. Virtual events can help you market your pharmacy by doing the following:
- Educating patients on common health problems and treatments
- Promoting new and seasonal offerings to patients and healthcare professionals
- Community events and collaborations connect you with local businesses.
They also make it simple to generate potential leads for your company by collecting attendees' email addresses when they sign up.
Partner with local businesses and community members to spread the word about your pharmacy.
Other healthcare businesses and practitioners can facilitate trade agreements and mutual referral programs. You can also collaborate with local small businesses, distributing product samples and making service announcements. You can offer to stock their products in exchange.
Another way to advertise your pharmacy to your local audience is by sponsoring local events, from health fairs to community outings. Check your local Chamber of Commerce website for businesses that might be good partners. Similarly, keep an eye out for upcoming events in your town to find ways to get involved in the community.
7. Reach Customers via Direct MailWhile your pharmacy should prioritize digital marketing, keep in mind that some patients, particularly those who are homebound, prefer a different approach.
Use colorful self-mailers such as postcards, leaflets, or letters to introduce your pharmacy and services to your local community. Include a limited-time offer or coupon with each one to entice people to visit you.
Provide digital refills or no-contact services such as prescription delivery and curbside pickup. Include information and instructions so that patients can begin using your pharmacy from the comfort of their own homes.
8. Provide Free Health ScreeningsGet patients in the door by providing free clinical services to seniors and their families. They connect you with the local community and allow you to demonstrate the value of your services and generate long-term business.
You could provide the following types of free screenings:
- Wellness examinations
- Full cholesterol panels
- Screenings for blood pressure and glucose
Health screenings can also be used to promote other healthcare services, such as senior immunizations for conditions such as shingles and pneumonia, or flu shots.
Consider running a Facebook ad campaign or adding a Local Post event to your Google My Business profile to help spread the word.
Email marketing allows you to stay connected with and build on your current patient base. You can keep your audience up to date on what's going on at your pharmacy, promote special offers, and share relevant health content by sending out regular email newsletters.
Begin by getting patients to sign up for virtual events, free health screenings, digital tools like a pharmacy mobile app, or updates on upcoming promotions.
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