Press coverage in your local media outlets can promote your pharmacy’s name and brand in your community.
Getting your community newspaper or local television news station to cover a story about your pharmacy can build your relationship with local press outlets—and your profile in the community.
News stories and T.V. segments get more views than advertisements, and unlike advertising, they’re free, making this coverage the ideal marketing tool for your pharmacy.
But how do you get your pharmacy into the news? One great way to get coverage is to connect your pharmacy business to other local businesses, organizations and nonprofits.
Here are five ideas for things you can connect your pharmacy to that can help get your business in the news.
1. Area schools
Local media outlets frequently produce stories about area schools, so consider establishing a partnership with a local elementary school, middle school or high school.
Your pharmacy could sponsor a school’s sports team, host a flu shot clinic, or participate in school events, like health fairs. Or, give older students interested in health care professions a tour of your pharmacy.
Local media will be interested in these types of stories—and your pharmacy will get featured.
2. Nonprofits or charities
Local media outlets are usually happy to do stories promoting nonprofit fundraisers and events, so partner with a local or health-oriented charity to get media coverage.
Consider collecting donations at your checkout counter, volunteering you and your staff to answer phones for a shift at a charity’s telethon fundraising event, or promote a local charity’s fundraising drive by hosting a pre-fundraiser event at your pharmacy.
Charities and nonprofits make great human-interest stories, and if your pharmacy can help promote a good cause that’s relevant to your community, your local media will happily help promote the fundraiser and your pharmacy.
3. Research
Participate in a research program or study to promote your pharmacy’s health care expertise. You can also integrate the recommendations of a study in your pharmacy, if you don’t want to participate in research.
For example, consider implementing some of the techniques suggested in a study about the effectiveness of technology in diabetes patients’ adherence.
Your care practices will be up-to-date with the most recent research, and news organizations will be happy to report on your pharmacy’s cutting-edge care techniques.
4. Trends
Connect your pharmacy to industry and nationwide trends.
For example, create an event that teaches patients how to use fitness tracker apps or wearable technology. The event is timely because it reflects a nationwide trend; it also creates an opportunity for you to give a compelling interview to your local media outlet.
Subscribe to a trade or industry newsletter to stay up-to-date on the latest industry trends that you could potentially implement in your pharmacy.
5. Events
Hosting an event at your pharmacy can give media outlets, especially television news stations, good video footage for a story.
Create an event that’s free and appeals to a large audience. Then, alert your local outlets before the event so they can promote it, and also invite them to come to the event, as well.
Events like community block parties, flu shot clinics or health classes are great opportunities to promote your pharmacy.
Use these ideas to promote your pharmacy in your community through local media coverage.
