Pharmacy Mentor launched a new website for a community pharmacy in October 2021. Understanding that websites aren’t much use without visitors, we recommended that the pharmacy employed a blogging strategy, driving traffic from Google to their website.
The top of Google is a profitable place, making it competitive.
Lots of competing clinics in the local area.
Producing professional, ethical advice in the blog.
How we did it
We talked with the pharmacy owners about what services were most profitable for the pharmacy. Once we knew that, we mapped out a 6-month content strategy, covering a range of profitable services the pharmacy wanted patients to find.
Our blogging team then created optimised blog posts on the chosen subjects. These blogs posts answered FAQ’s, highlighted symptoms, causes and treatments for the relevant query and had relevant high-quality imagery supplementing the text.
We started creating the blogs before the website launched, attracting visitors from the moment it went live.
Using Google Analytics, we tracked the traffic generated by these actions for each specific blog post, as well as for the overall website visitors.
From launch, the site averaged around 30 visitors per day, which meant hundreds per week. But the important thing is that these aren’t just people stumbling across the website.
3.6k targeted visitors to the site since launch
The pharmacy is the top result on Google for every query we created a blog post for
Ear Wax page delivering exceptional results, with over 300 visits in the June 2022.
These visitors are searching for pharmacy services, and they’re finding this community pharmacy online.
The important thing isn’t really how many visitors the website got in the first three months. The important thing is this strategy continually delivers visitors all year round. Especially when Flu season kicks in.
But if your pharmacy blog only has one entry – “Welcome to our blog” – you risk losing credibility and it may even harm your Google ranking.
Coming up with healthcare blog ideas is a chore and if you’re a pharmacy owner, you probably don’t have time for writing content.
But consider these statistics on why you need to commit time and resources to your blog:
66% of marketers also use their blog content for their social media posts
81% of people consider blogs to be trusted sources of information
94% of people will share a blog if they think the content is helpful.
Trusted and helpful? That sounds exactly like a community pharmacy.
Getting started, or revitalising an existing blog is a lot easier with these fourteen pharmacy blog post ideas that will last forever:
The 14 Pharmacy Blog Post Ideas which last forever
1. Tips for staying healthy
Get straight down to business and offer some advice on staying healthy. Ideas on maintaining a healthy lifestyle are great, but avoid getting preachy. Other topics could be how to reduce IBS symptoms, common allergy triggers, or avoiding flu this winter (don’t forget to link to your flu jab service).
2. Think seasonal
New Year is weight-loss and quitting smoking, spring is getting travel vaccines for summer holidays. Summer is allergies and sun protection. Winter is avoiding colds and looking after our elderly.
3. Frequently asked questions
What are those questions you get asked time and time again? Answer them in a blog post!
4. Frequently un-asked questions
What are the questions your customers may be too embarrassed to ask? Such as how do you use a suppository. Answer these in a blog post too.
5. Instructional Vlogs
Take a tour of your pharmacy including your consultation rooms; show where to find the sunscreen or painkillers or demonstrate how to properly use an inhaler. Vlogs can be found on YouTube just as easily (if not more easily) than articles on Google. Because Google owns YouTube, you can often find videos in the results for a search when it’s appropriate. There is a big gap in the market for How-To videos for healthcare, which pharmacists could fill easily and get their pharmacy and products in the spotlight as a result.
Download your FREE copy of “Mastering Digital Pharmacy – The Ultimate Guide to Driving your Pharmacy Business in the Digital Age” now.
6. Pharmacy vs GP
As the pharmacist’s role in the community continues to evolve, patients’ awareness of accessing healthcare can be left behind. So let your customers know when they should visit their GP and when they can come to you instead.
7. A day in the life
Go through a typical shift for different roles within your pharmacy team. How does an early shift compare to an evening or weekend shift?
8. New Services
Offering a new service to patients? How else are they supposed to find out more about it? Write details of the service, why it’s beneficial, and how patients can use it.
9. Customer success stories
Tell the story of a recently treated patient (anonymously, of course.) This could be how you were able to source an out-of-stock medicine or spotting a serious symptom and referring to a hospital.
10. Spotting the signs of…
… someone having a stroke, sepsis, or bad reactions to new medicines.
11. Discuss something controversial
Maybe there is a new wonder drug available or what about the use of medical cannabis? Talk about it, however, remember to present a balanced view.
12. Charity work
Writing about the charity work you do is a great way to show your customers what a friendly and helpful community pharmacy you are. Not only that, but if you let the charity know you’re writing a blog about them, they’ll almost certainly share it with their audience.
13. Staff profiles
You can keep it strictly professional and talk about training, qualifications and career motivation. Or keep it fun with favourite ice cream flavours or whether they prefer cats or dogs.
Include a decent photo too as that will add to the friendliness of your pharmacy team.
14. Myth-busting posts
Quick advice posts that dispel mistakes people often make. For example, “What NOT to do if you burn yourself”, “What to do if you forget to take your prescription” etc.
These catchy titles draw people into your post, and your article can get stuck into the advice.
Your pharmacy blog post ideas need to offer helpful content
Remember what you are trying to achieve with your pharmacy blog post ideas. It’s more than selling services. It’s about building the reputation of being professional, helpful and friendly.
By demonstrating how knowledgeable and helpful you are, you are more likely to:
Get social media shares
Gain links from other websites
Turn web traffic into pharmacy customers
Interested in learning more about how Pharmacy Mentor can help with your digital marketing including blog posts? Contact us here.
https://www.pharmacymentor.com/wp-content/uploads/2019/05/14-Blog-Ideas.png10801920Pharmacy Mentorhttps://www.pharmacymentor.com/wp-content/uploads/2019/05/Pharmacy-Mentor-Logo-Header-Website-300x56.pngPharmacy Mentor2021-12-09 13:35:102022-04-20 14:35:09Stuck for pharmacy blog post ideas? These 14 last forever.
Most people think of blogging as something casual. Teenagers journaling, hobbyists documenting, commentators gossiping. But blogs fill the internet with content people want to read. It’s the Internet’s newspaper. Getting on the front page is simple for pharmacies…because barely anyone in community pharmacy uses their website’s blog.
Why is a pharmacy blog so important?
Understanding why a pharmacy blog is important first means understanding what “blog” even means. The word blog derives from “weblog“, as in, logging the web. The internet is just information that is all connected on a big network. Web-logging, or blogging, is the process of adding information to the internet.
So, blogging is literally creating informative resources for people to access on the internet. Understanding that concept is key. Because that’s what people use the internet for. Looking up the meaning of a word. Finding out why they have a headache. Discovering the best Chinese takeaway near their house. All of it is accessing data and information that someone else has logged.
And that’s important. You can’t access information that isn’t there.
And so we reach our bombshell…pharmacies are not blogging.
That means people are looking for information and either not finding it, or finding it from another source.
But start with the basics. Do you offer a UTI service? How about writing a blog entitled, “Trimethoprim Treatments in South Manchester – No Appointment Necessary” or “Need UTI treatment in South Manchester? Antibiotics available.”
Now the next time I Google “UTI treatment near me” (see above video), I won’t find Walgreens and have to travel to the U.S. to get treatment. I’ll find my local pharmacy and nip down the road. And that pharmacy will generate revenue, simply by appearing online.
Unless someone Googles “sales pitch”, they don’t want to read one. Don’t tell them how great your service is. Highlight symptoms to be mindful of, causes of health problems, and recommend courses of action. Using Aesthetics Clinics as an example. Blog about “How often should you get lip fillers?” and write a helpful guide on how often to get fillers, the best fillers to use, and how to spot clinicians to avoid.
Write for the reader. Talk about them, not you.
Remember that people are looking for answers and advice online. The temptation as a business when marketing is solely focusing on your business; talking about your service, promoting yourselves as service providers. But don’t forget there’s a person with a problem reading your post. Address their concerns and pain points. Let them know you understand their problem, and it won’t take too much convincing that you’re the one who can solve it.
End with a Call-to-Action
Done properly, the information you convey through your pharmacy blog demonstrates that your service solves the reader’s problem. So, you don’t need essays about your service. But you should prompt action.
Tell people what their next step is. Whether that’s contacting the pharmacy or booking an appointment online, give people signposts. Keep it simple.
Would you bother writing a book if no one was ever going to read it? Optimising your blog for search engines means it reaches as many of the people you’re targeting as possible. If you’re bothering writing a blog, optimising it makes it worth your time. Learn more about on-page optimisation here.
When should you blog?
Let’s revisit the title of this article because it wasn’t just sensationalism. The answer to “When should you blog?” is, in the first instance, before everyone else does. In our next article, we’ll explore Search Engine Optimisation in much greater depth. But for now, I’ll draw up a really simple analogy for you. The reason that pharmacies are missing the gold rush, is because the gold is all on Page 1 of Google. And just like the Gold Rush, you must claim the land before you mine the gold.
It is possible to get on Page 1 when there is a lot of competition for the places. But just like buying land instead of being the first one there and staking a claim, it costs you more money and it’s a longer process.
And right now, there’s so much land to claim (depending on your geographical location.)
Does it make a difference when I blog in the calendar year?
Unless you’re an online pharmacy or DSP, it matters that the traffic your blog post attracts drives relevant traffic to your site. It’s hard to know precisely how Google works (because they don’t ever disclose the algorithm), but in simple terms, your blog gets ranked on Google depending on user experience. If the first 100 visitors to your blog find it useful and relevant, spend time on it and then stay on your website, Google sees your blog as valuable content and ranks it higher. If the first 100 people all immediately click back off your website, Google thinks you aren’t meeting user needs and won’t recommend that post very highly.
Of course, your rankings can change over time, but the launch of your blog is impactful, and getting off to a good start never hurts. We use a Blogging Content Calendar as a guide to creating blogs in line with when they trend on Google. Writing a blog in March about the Winter Flu Jab vaccine, for instance, is not ideal. (Unless you’re in the Southern Hemisphere!)
What do I need to get started?
Whilst the ideal framework for a blog is a complete online ecosystem – think social media, a booking calendar, a payment gateway, all you really need to start your pharmacy blog is your own website. Once you have a site, you can publish whatever content you like. But as discussed, unless you have a good grasp of SEO, a DIY effort won’t be as effective as it could be.
For the ROI, whether you’re measuring in time or money, our blogging strategies for pharmacy is an extremely accessible service that can transform your business.
Want to make the most of your pharmacy blog? Talk to us about how we can help you get set up.
https://www.pharmacymentor.com/wp-content/uploads/2021/05/Pharmacy-blogging.png10801920JP Quinnhttps://www.pharmacymentor.com/wp-content/uploads/2019/05/Pharmacy-Mentor-Logo-Header-Website-300x56.pngJP Quinn2021-05-12 08:41:392022-05-16 13:27:48Neglecting your Pharmacy Blog: The Industry Missing The Gold Rush
I firmly believe that if Community Pharmacies become more proactive online, we’d cause a shift in healthcare. We could change the behaviour of potential consumers which would then lead to the use of more pharmacy services. We live in a digital world where more and more people look for information online before conducting their activities. Imagine if a person searched for a term on Google and the first thing that popped up was linked to your Pharmacy…we may just be able to influence that person’s decision to use our services. I believe one way in which we could achieve this is through blogging.
A powerful form of Content Marketing
Blogging is a powerful form of content marketing that anybody can do, but there seems to be a huge deficiency in its application in Community Pharmacy. Time and time again have I come across a pharmacy website that has a blog or news section on there that looks like the image below.
An empty blog on a pharmacy website
It’s a real shame because 1) It looks unprofessional, and 2) It’s a place where you may be able to impact the people in your catchment area, improving their access to healthcare, while winning more business in the process. Let me explain how.
Independents currently don’t exist on Google
Let’s say you’re an Independent Community Pharmacy in Southampton that offers a flu vaccination service. If a consumer would like to get a flu vaccine, they may well log onto Google and type in the search term “flu vaccination Southampton” or “flu jab Southampton”. As it stands, both of these search terms result in a variety of options for the consumer, but I don’t see a single Independent Contractor for at least the first 4 pages. And we all know that it’s extremely rare that anyone visits even the 2nd page of Google. Even though most Independent Pharmacies now offer a flu vaccination service, to that consumer, we simply do not exist.
Currently, Independents don’t exist for search terms specific to their pharmacy business
The story could be different through Blogging
However, if you created a solid blog post that was optimised specifically for those keywords and which led to your services, the story could be different. Having a look at the content that currently exists out there, I believe it to be highly probable that an Independent could position themselves somewhere close to the top of the rankings, increasing the likeliness of consumers using their flu jab service.
This is exactly what I’ve started doing with one of the chemist’s I’m working with. Like most pharmacies, they offer an emergency contraceptive service and so a few weeks ago I began experimenting with some keywords on Google to see what kind of landscape I was dealing with. I found that a search term that people are looking for on Google is “morning after pill Sheffield”. At that time, as I expected, there was not a single service or article that directly led the consumer to an Independent Community Pharmacy for at least the first 3 pages. All I could see on there were surgeries, hospitals and of course some paid google ads from the big corps, Boots and Lloyds.
So, what did I do? I created a simple blog post on the topic of Emergency contraception, focusing on the keywords “morning after pill Sheffield”. Right now, only three weeks down the line, this blog post sits on the first page of Google at position 3 and as I continue to promote the post across their social platforms every now and then, it’s quite likely that it will top Google for that search term. Hopefully, this blog post may just influence more consumers to go and see a pharmacist to get the morning after pill.
In less than 3 weeks, this simple yet optimised blog post has reached position 3 on Google
One blog post a month, per pharmacy
Can you imagine if every single independent contractor started blogging for search terms associated with their business in their locality? We’d end up dominating the Google rankings and that really is no exaggeration. I’ve just shown you how easy it can be done. All it would take is one optimised blog post a month, per pharmacy, and we might be able to direct 100’s, if not 1000’s more people towards pharmacy services.
More examples of blog articles I’ve created for Independents that have reached Page 1 on Google, significantly improved the visibility of their service and are generating leads are:
If you want to start blogging or you’d like me to take a look at the blog post you’ve already created to see how it might be improved, then please get in touch and I’ll help you. Together, we can make Community Pharmacy stronger.
Thanks for visiting and see you in the next learning module!
https://www.pharmacymentor.com/wp-content/uploads/2017/08/Why-every-Community-Pharmacy-should-be-Blogging-1.jpg10801920Pharmacy Mentorhttps://www.pharmacymentor.com/wp-content/uploads/2019/05/Pharmacy-Mentor-Logo-Header-Website-300x56.pngPharmacy Mentor2017-08-16 09:55:312018-02-23 08:21:43Why every Community Pharmacy should be Blogging