A new report by public service think-tank Reform has called for all vaccinations in England to be carried out at pharmacies rather than GP surgeries or clinics. The authors suggest that this could boost uptake, particularly in more remote or deprived areas of the country, and also offer greater convenience and flexibility for the general public.
Malcolm Harrison, CEO of the Company Chemists’ Association, told Pharmacy Magazine: “Reform’s recommendation that the next contractual framework should define all adult vaccinations as ‘advanced services’ is a no-brainer. This would make it easier for pharmacies to deliver the vaccinations that patients and the public need.”
He added: We urge the Government and NHS England to take this recommendation forward. The CCA believes that community pharmacy could, in time, become the natural home for all adult vaccinations.”
“Pharmacies offer convenience and accessibility, especially to those in more deprived areas, and have been integral in building vaccine confidence and reaching underserved communities”.
Most pharmacies in England already offer flu and Covid vaccinations, which can usually be booked in advance on the website, if they have one. For anyone preparing digital marketing for their online pharmacy, the news that vaccination capacity could be set to significantly expand in the future should be taken into consideration.
It’s an opportunity to take advantage of an increase in online searches for vaccinations and related issues, which can improve your search engine rankings. You can put in place a strategy for handling uptick in traffic to your website and to engage and retain visitors. Here are some pointers.
Optimise your content
Create fresh website content such as blog posts, Q&A pages, and appointment scheduling, which is optimised for vaccines. Keep up to date with the latest news releases on this topic so that you can prepare for the specific types of vaccine that pharmacies may be able to provide in the future, such as the MMR vaccine.
Review your keywords
Research the keywords related to vaccinations, including tips and advice on the conditions that they are intended to protect against. For example, instead of just ‘XYZ vaccine near me’, include ‘tips for preventing XYZ’ and so on. Include some long tail keywords to help optimise your website for voice searches.
Increase social media activity
Use social media to enhance your digital presence with relevant content, such as educational videos on how to manage infections or prevent them from spreading. Consider running a targeted social media ad campaign to increase your audience reach. Engage with followers by replying promptly to their questions and comments.
Consider PPC advertising
Pay per Click (PPC) campaigns can be useful to boost your digital presence at peak times, such as during the autumn when people will be looking for flu jabs and Covid boosters. Make use of extensions to include contact details, location, and direct links to your appointment page.