Fully Booked! An Oxfordshire Pharmacy’s Digital Transformation

This pharmacy, located in the Oxfordshire area, has seen tremendous growth recently, and is looking to reinvest profits back into marketing, to drive further sales and bookings. Read on to find out more.

About This Pharmacy

Located in the heart of Oxfordshire, this pharmacy has been a cornerstone of the local community, providing essential healthcare services. Despite its strong offline presence, its digital footprint was limited to a Google Business listing, resulting in missed opportunities in the rapidly evolving digital healthcare landscape.

The pharmacy is a true health hub in their community, offering an array NHS and Private Clinical services, which is the way a pharmacy should be.

The Challenge

The pharmacy’s challenges were multi-faceted:

• Limited Digital Presence: The pharmacy’s only online representation was a Google Business listing and their NHS listing (previously, NHS choices) hindering its ability to attract and engage with a broader customer base. They were relying on people coming in via word of mouth mostly.
• Limited Online Bookings: Without an online booking system, the pharmacy struggled to efficiently manage appointments, especially for high-demand services like travel consultations and ear wax removal. Furthermore, the pharmacy wanted to generate more bookings for their clinics.
• Lack of Digital Marketing: The pharmacy had not tapped into digital advertising, an essential tool for modern businesses to increase visibility and drive conversions.

The Solution

Following the initial diagnosis and understanding where the main objectives of the pharmacy business, we recommended the following digital strategy:

• Website Development & SEO: We built an optimised website, tailored to the needs of the pharmacy. This included an online booking calendar, providing patients with the convenience of scheduling appointments for services like travel health, ear wax removal, flu vaccines and aesthetics appointments. The website is fully flexible with no limitations on how it can be developed, should the business end up growing in new directions. The website launched with technically optimised content for the services they are providing.
• Targetted Advertising: We initiated targeted advertising campaigns for their travel and ear wax removal services, tapping into unmet demand in the area. This was coupled with robust conversion tracking to measure and optimise the effectiveness of our ad campaigns.

The Results

The outcomes of our collaboration have been remarkable:

• Fully Booked Clinics: The online booking calendar has been instrumental in managing the increased influx of appointments, resulting in fully booked clinics.
• Increased Digital Footprint: The new website and targeted ads have significantly raised the pharmacy’s online visibility, attracting a larger and more diverse customer base.
• Measurable Success: Through conversion tracking, we have tangible data demonstrating the effectiveness of our marketing strategies, paving the way for further optimisation and growth.

The following screenshots are taken from the pharmacy’s website, along with an understanding of the digital campaign’s effectiveness. From a spend of only £357.03 in promoting the Travel Clinic alone, in the last 30 days, it has resulted in:

• 257 ad clicks
• 23 phone calls
• 77 tracked online bookings

Since this pharmacy is not taking payments online right now (which we have advised they should), we’ve attributed each booking to represent a £75 Travel Clinic sale, which is smaller than the general travel clinic spend. This means that £357.03 has generated £5775 in Travel Clinic sales. This doesn’t account for the calls to the pharmacy.

Note: this is a small travel clinic spend. Due to the popularity and demand of this service, we’re seeing higher CPC’s and recommend budgets of no less than £500 per month (and up to £2000+ per month), to maximise conversions and yield the best results.

Performance over the last 30 days across Paid Advertising

The pharmacy is completely booked up, not just for travel, but for flu vaccines and ear wax removal too.

This pharmacy’s clinic booking calendar is full

What’s next for this pharmacy?

We’re not touching the sides for this pharmacy in terms of marketing. There is much more potential in paid adverting, and we’re yet to go aggressive with SEO. It just depends on how much the pharmacy can manage in terms of workload and the space they need to free up in terms of consultations. The sky really is the limit for these guys.

Ready to take your pharmacy to the next level?

Whether you are just starting out in providing clinic services, or you have been dispensing vaccines for years, Pharmacy Mentor can help you grow. We’re a team of talented individuals helping pharmacies of all shapes and sizes drive revenue in new ways. Talk to us to see how we can help you: