Facebook tends to be associated with a younger crowd, but surprisingly you can use this social media platform to connect with the quickest-growing demographic of social media users—baby boomers.
People between the age of 54 and 64 make up the fastest-growing group on social media sites. Forty-three percent of Americans in this age group report having at least one social profile, according to Edison Research’s 2013 Navigating Digital Platforms report. This boom of baby boomers going online, combined with the fact that nine out of 10 Americans aged 60 or older take at least one prescription drug, makes social media an ideal way to connect with potential patients.
Many pharmacies are already developing their online presences. According to the 2014 NCPA Digest conducted by the National Community Pharmacists Association, 80 percent of independent community pharmacies have a Facebook page that they use to interact with their patients.
Posting on social media can help your business stay top-of-mind with your patients. As baby boomers move online, it’s important to update your social media skills to attract this growing group. Here are a few tips to help you get started.
1. Be responsive
If someone posts on your pharmacy’s Facebook wall asking a question that might seem obvious to a more savvy social media user, don’t scoff at the inquiry. Instead, make a point of responding in a helpful and clear manner. For example, if someone asks how to ‘share’ the coupon you posted with one of their Facebook friends, take time to clearly answer the question to the best of your ability. You’ll be helping your customers and spreading your promotions. Be patient when answering questions online just as you would be in your pharmacy. People will appreciate your effort and your willingness to solve their problems—online and in person.
2. Use coupons and special offers
Spur your online interactions into in-store purchases with coupons and special offers. You can share these offers online to build your social network and to entice people to come into your store. It’s important to remember that even though your online relationships with customers are important and their ‘likes’ and ‘shares’ can be exciting, the ultimate purpose of your pharmacy’s social profiles should be to help drive visits and sales to your pharmacy.
3. Tell a story
Facebook newsfeeds are constantly updating. How do you make your pharmacy’s posts standout from all of the pictures, posts about friends’ vacations and other companies trying to reach the same consumers? Try telling a compelling story. Narratives draw people’s attention, so consider posting testimonials from other customers or short stories about how you’ve helped other patients—with their permission, of course.
4. Make information accessible
Posting a link to your website on Facebook doesn’t provide enough information about your business. Be sure to also include details about your brick-and-mortar store, including hours of operation, address and phone number. Also, be specific and honest about the products and services you provide. For example, don’t write a post encouraging people to come in to protect themselves this flu season if you don’t offer flu shots. Instead, play up the services you do offer.
6. Be aware of context
Keep your pharmacy’s Facebook page neutral and professional. Trending memes and offbeat references might make sense to younger crowds, but they can seem tasteless or even offensive to those who don’t understand the reference. One culture-deaf post can spur an exodus of Facebook fans and tarnish your image on Facebook. Always review your posts before you launch them and ask another employee or trusted friend to read over your posts, too. These extra sets of eyes can help point out offensive content and spelling errors, and help you avoid potential embarrassment.
