If you haven’t already, you may be tempted to promote your pharmacy on different social media channels. We say “Go for it!” Social media can be a great way to share important information, offer special promotions, and communicate with your patients. But we do have a few best practices and smart tips to get the most out of your social media efforts.
You be you
You became an independent so you can do things your way—so don’t stop now! Users place a premium on transparency and authenticity. Let your social channels reflect the personality of your pharmacy. When someone visits your social media pages, they should quickly get an idea of what your business is like. Reassure users and patients that you’re here to care for them. Encourage users to ask questions, then answer them quickly. You might even celebrate the birthdays and work anniversaries of staff members. Such personal touches emphasizes your friendly, local attitude.
Word of mouth
Did you just make a patient happy? Ask if they would mind providing a testimonial on social media. If they’re not on social, ask if you could write down what they say and, with their review, post a testimonial from them. You might even grab a quick video. Nothing is more persuasive than an endorsement from a fellow patient, especially if they’re a friend, neighbor or family member. You’re already doing excellent work with top-notch customer service, so don’t be shy about spreading the good word.
Stay current
You may be most familiar with Facebook, but your digital footprint might include more, especially Instagram, TikTok, LinkedIn and X (formerly Twitter). Remember that each platform has a different set of rules. Instagram is photo-based, X is text-based, TikTok is video-based and Facebook is a combo of all three. Specifically tailor your posts according to each platform.
Remember your purpose
Friendliness and a sense of humor is one thing. But keep in mind the serious role you play in your community—your patients rely on you to improve their health, which is no laughing matter. Jokes and memes here and there are fine, but you’re not a stand-up comic. Too much silliness can distract users from what your pharmacy is all about.
Be consistent
Post often. Letting months go between posts sends the wrong message about your pharmacy, implying sloppiness and inattention to detail. If you end up only posting once in awhile, maybe you should re-think using social media or use fewer channels. It’s better to have one vibrant channel than an old, dusty presence on several channels.
Stay positive
Do your best to walk on the bright side of the street. Remember, no patient likes dealing with prescriptions and health problems. Look for ways to turn potentially negative events, such as the flu season or a local spike in COVID cases, into solutions. Let your patients know you’ve stocked up on COVID tests or the latest flu vaccines. Offer helpful advice on ways to stay healthy. Underscore that by creating a convenient “one-stop flu shop” in-store display with tissues, cough syrup, ibuprofen and other necessities.
Marketing your pharmacy on social media isn’t particularly difficult. But a little extra thought and planning will help you make the most of the opportunities available. And remember, it costs nothing.
A Member-Owned Company Serving Independent Pharmacies
PBA Health is dedicated to helping independent pharmacies reach their full potential on the buy-side of their business. Founded and run by pharmacists, PBA Health serves independent pharmacies with group purchasing services, wholesaler contract negotiations, proprietary purchasing tools, and more.
An HDA member, PBA Health operates its own NABP-accredited warehouse with more than 6,000 SKUs, including brands, generics, narcotics CII-CV, cold-storage products, and over-the-counter (OTC) products — offering the lowest prices in the secondary market.
