Social media platforms are an excellent way to help develop a pharmacy business. Social media allows people to promote their expertise, talk about their products and services, and raise the profile of the profession locally, nationally, and even globally.
According to research, 60 per cent of businesses across all industries use social media marketing as part of a strong SEO strategy, but the figure is slightly less, at 57 per cent, for smaller businesses such as community pharmacies.
However, it is expected that companies will have a presence on social media, with 77 per cent of Twitter users claiming they have more positive opinions towards companies that respond to a tweet.
Social media can allow local pharmacies to remain accessible and relevant, as they will be able to better take part in online debates and discussions about health issues, and be able to share their insights, which people tend to value.
Here is how your pharmacy can establish a credible presence on social media.
Choose the right platform
One of the most powerful aspects of social media is that it is free, meaning the biggest investment you have to make is your time to ensure you are posting the right content on the right platform.
Different platforms target different audiences. LinkedIn attacks a more business-orientated audience, while Twitter is more news-led, and Instagram, Snapchat, and YouTube are more visual.
If you want to raise the profile of your pharmacy business by using social media, you must be able to differentiate yourself. This might include developing a distinctive visual and verbal identity and brand by using images or videos to grab the attention of your target audience.
Rotate responsibility for social media accounts
You can encourage pharmacy staff to use the various social media platforms to post their own thoughts, insights, and expertise, as well as share posts about health initiatives to promote the pharmacy.
Give appropriate training
Training should be provided to all staff so the whole team knows what is and what is not acceptable. For example, someone may not realise they are revealing something confidential. Employers should also inform staff if their social media activity is being monitored.
- Maintaining professional boundaries;
- Being clear about what you want to achieve from using social media;
- Watching and learning before jumping into debates and saying something you might regret;
- Being aware that when you post on social media you become a publisher and can be sued for libel, copyright infringement and data protection breaches;
- Be careful when engaging about medicines and drugs because patients, as well as industry peers, will read your posts.
Be prepared for negative comments
Pharmacy professionals should be prepared for negative comments on social media. If you receive any negative feedback on posts, then try following the standard NHS complaints procedure.
Remember that anything you share on social media has the potential to be seen by literally anyone for the rest of time. It can feel like you are hidden behind your screen when in fact you are more exposed than in any other aspect of your life.
If you’re looking for a pharmaceutical digital marketing service, then talk to us today.