How Can Pharmacies Best Manage Their Online Reputation?

Apr 9, 2024

It’s now common practice for pharmacies to have an ecommerce website, either as a standalone service or to complement a brick and mortar store. This means that it is increasingly important for pharmacies to manage their online reputation, in a sector where trust and credibility are crucial to success.

The significance of online customer reviews

Some businesses are reluctant to allow options for direct feedback on their websites, for fear of customers leaving negative reviews. However, this can be a self-defeating strategy, because customers now expect this personal interaction from businesses, and may be suspicious of using a service that does not provide it.

Furthermore, there’s now a broad range of platforms where customers can leave reviews, such as Google, Yelp, Trustpilot, and their own social media accounts. Therefore the best strategy is to maintain open channels of communication and cultivate an authentic relationship with customers.

This will help to build a loyal customer base and increase brand awareness among your target audience, giving you the edge over your competitors and establishing your business as a trustworthy and credible brand. This is particularly important for pharmacies, because consumers turn to them for advice and information as well as to buy products.

Managing negative feedback

It is probably inevitable that from time to time, a customer will leave a negative review, whether you think that it is justified or not. The key is to handle your response in a prompt and professional manner that will avoid escalating the situation. 

Never attempt to publicly contradict or challenge a negative reviewer, but politely acknowledge their concerns and apologise for their unsatisfactory experience. This helps to diffuse any potential further aggression and shows other viewers that you take their concerns seriously.

Offer a practical solution to the issue if possible, and ideally ask the customer to contact you through a private message or email rather than continue the conversation in public. Never retaliate to aggressive comments or make personal or controversial remarks, even if you feel that the customer is being unreasonable or provocative. 

Review the cause for complaint. If you or your team feel that it is justified, take steps to address the situation and prevent it from occurring in the future. Inform the customer of your actions, and encourage them to keep using your service.

Respond to positive feedback

Of course, you should also promptly respond to positive feedback by thanking the customer for their review, and encouraging them to use your services in the future. Monitoring all customer reviews helps to keep you in touch with the needs and preferences of your customers, and will ultimately help you to provide a better service.

Make use of social media

Social media can be time consuming, but it is an excellent way to manage your online presence and interact directly with customers. Share positive reviews and news and updates about your business. This will help to attract new customers and improve your search engine rankings.