The role of the independent pharmacy is a vital one, particularly in an era when many local pharmacies are facing closure, leaving communities underserved. Smaller pharmacies are now often seeking to integrate their brick and mortar stores with an online presence. This can help them reach out to customers and to compete against larger rival pharmacies.
However, the bigger chains are often able to monopolise the customer base with large marketing and advertising budgets. This can seem difficult for smaller pharmacies to compete with, but with the right digital marketing strategies, it is possible to survive and thrive. Here are some tips for independent pharmacy website design and marketing.
Optimise SEO for local search
Search engine optimization (SEO) is the process of improving business rankings in search engine results pages. Smaller pharmacies can gain a competitive advantage over their larger rivals by focusing on local search results. This helps to make the pharmacy website more visible to potential customers in the local vicinity.
Use location-based keywords and include phrases such as ‘pharmacies near me’ in the targeted keywords. Make sure you take advantage of the free Google my Business feature, and include key words and phrases to emphasise your proximity to targeted areas.
Create a user friendly website
If your local online pharmacy has a well-designed website that is clear to read and easy to navigate, this will go a long way to helping you attract and retain customers. In 2024, patients expect online pharmacists to provide a straightforward prescription refill process, and the facility to book online consultations.
Investigate patient portal integration to enable users to keep track of their medications, view their medical records, and set up reminder notifications. The website should be responsive, meaning that it is equally easy to view and use across a range of devices. Consider developing a dedicated app and combining it with a loyalty points system.
Make use of social media marketing
Many customers appreciate the friendly and personalised service that is provided by local businesses, as it allows them to build up a relationship and sense of trust that is not usually possible with a larger faceless organisation. Take advantage of this by strengthening your links with customers through social media.
This allows you to engage and interact with your customers directly and build an authentic online presence within your key areas. Choose the most relevant platforms for your audience, such as Facebook, or LinkedIn if you are a B2B pharmacy. Create local hashtags for your posts and focus on community topics such as local prescription services.
Create useful and relevant content such as healthcare tips, details of flu and Covid vaccine availability in the local vicinity, and general information about your products and services. Consider using paid Facebook ad campaigns that can be targeted to specific locations.
However, be vigilant about patient data security at all times, and never share content that could lead to the identification of an individual. Look for opportunities to partner with local organisations to raise awareness and also help to share costs.