Search engine optimisation for pharmacies is now a must have for businesses that want to maintain a strong online presence. While organic SEO is a long-term goal for most ecommerce businesses, advertisements can provide quick results and help you to reach new audiences.
However, there are strict guidelines and ethical considerations to take into account when it comes to promoting pharmacy products online. Here are some key do’s and don’ts to bear in mind when designing ads.
Always comply with the industry regulations
First and foremost, it’s crucial that your advertisements comply with the digital guidelines set out by the Association of the British Pharmaceutical Industry’s (ABPI) Code of Practice. Above all, a medicine must not be promoted before the grant of marketing authorisation for its sale or supply.
Prescribing information must be clearly and prominently displayed, or a direct single click link must be provided where users can easily find this information. The advertisement must not make any misleading claims, and any claims that are made must be backed by approved sources. Prescription-only medication cannot be promoted to the public at all.
Be clear and factual
Marketers must take care not to exaggerate the capabilities of a pharmaceutical product or make unsubstantiated claims about its merit. Ensure that all information in the advertisement is clear and transparent, and contains accurate information about the product ingredients, dosage, and potential side effects.
Avoid phrases such as ‘guaranteed results’ or ‘100 per cent success rate’, because this could put the company at risk of legal action.
Understand platform-specific policies
As well as the ABPI guidelines, social media platforms such as Facebook and Google have strict policies on promoting health-related products. If their regulators find that you have violated their policies, you will severely damage customer trust and the reputation and credibility of your business. Make sure you know platform-specific guidelines.
Address customer reviews and feedback
It’s important to respond to comments from customers in order to manage your online reputation. Don’t be tempted to argue with negative remarks or to ignore them. Instead, respond promptly in a neutral and professional manner, and invite the customer to contact you privately if they continue to express dissatisfaction.
Encourage satisfied customers to leave reviews, but don’t be tempted to leave fake positive reviews as these can be detected by regulators, and can affect your reputation and search engine rankings.
Use targeted marketing strategies
Rather than taking a generic approach that will produce scattergun results, make use of the targeting tools that are available on platforms such as Facebook and Google Ads. This will ensure that your adverts reach your target audience based on factors such as age, demographics, location, previous online behaviour, and interests.
Link to useful content on your website
Provide links to relevant content that provides a more fully rounded picture of the product for customers, such as informative blogs and videos that go into more detail about specific health conditions, common symptoms and treatments.