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Totley Pharmacy Case Study: Stale Facebook Page to Engaging Hub of Activity

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“Saam has been very helpful in explaining how to use the information in the course. Material is explained in a simple yet informative manner. Thanks for your help.”
Taj – Director and Superintendent Pharmacist

In this short blog post, I’m going to show you how one of my students who enrolled onto The Pharmacy and Social Media Mastery Course has completely transformed their Facebook Page into a very powerful and engaging marketing tool.

Taking it into your own hands

Taj from Totley Pharmacy already had a Facebook page for his business but it was severely lacking in creativity and activity. In fact, it was being managed by a 3rd party who was doing him no favours, posting generic content once every two weeks or so and utilising none of its features. It was stale, un-engaging and didn’t really serve a purpose.

Fast forward to today and the story is totally different. Their Facebook page is a thriving hub of activity. When Taj and his team took control of their Facebook page and began the course a few months back, I remember them having 57 page likes. They have managed to increase that by 2400% up to 1,400 likes and it keeps rising. Although this isn’t the most important metric of a Facebook Page, they have expanded their direct audience dramatically meaning they have the opportunity to influence 1000’s of people every week.

Connecting with the Community

They’re now posting on a daily basis and it’s relevant content for their audience, which is keeping them engaged. They’re beginning to use their Facebook page as a standard communication tool with their customers and responding within minutes. This is great customer service and really helps with retention and loyalty. And they’re also beginning to drive customer reviews, building trust into their brand which is so important in the digital world of today.

Although Totley pharmacy are still not using all of the tools their Facebook page has to offer, they are dominating the core function of it and engaging with their community with great success. They are fighting against the funding cuts by marketing in new and innovative ways and I wish them all the best.

Are you ready to engage your Community in new ways?

If you’d like to create a powerful Facebook marketing strategy for your pharmacy, then The Pharmacy and Social Media Mastery Course is for you. It empowers you and your team with the tools to drive your business on Social and embed it into your current business model. And at £99, there are no monthly fees and with that, you get lifetime access and support.

If you’d like more information about the course, or to simply talk about your Social Media strategy, I’m all ears. Together, we can take your pharmacy business to newer levels.

Thanks for visiting and I wish you the best for your business.

Saam

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Why every Community Pharmacy should be Blogging

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Changing the Landscape of Google and Healthcare

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!

Saam

 

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Buffer your Pharmacy Social Media Strategy

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Action

In this video, we’re going to learn about how you can use an application called Buffer to help you manage the Social Media marketing strategy for your pharmacy business.

What is Buffer?

Buffer is a Social Media Management Tool which helps you schedule posts, track the performance of your content and manage all of your Social Media accounts from one place. It’s designed to save you time, which is something that pharmacy businesses don’t have much of these days, and it’s free to use. I use on a daily basis and it’s something that you can easily use too.

How does Buffer work?

To demonstrate this, I’m going to show you how I’m using it for the pharmacy business I’m currently managing (see video above). To create an account on Buffer, on the homepage, click “signup for free” and either create your account using the social links or an email address below. 

You’ll then land on your dashboard. The first thing you’ll need to do is connect buffer to the social media accounts you have for your pharmacy over on the left. Now, as a free member, I believe you have the ability to connect up to 5 different social media platforms. As you can see, I’ve connected our Facebook, LinkedIn and Instagram Business profiles, and we also have a twitter account, which I’m going to connect right now.

 

 

All you need to do is select the channel, click the connect button and Buffer will ask you to authorise the connection by inputting your Twitter credentials.

It’s all about scheduling

Now let me show you how I schedule some of my posts. Scheduling is really ideal for me since our pharmacy business is connected to four Social Platform and I’m really busy doing other cool pharmacy stuff. Let’s say I’ve found this video on Youtube by NHS Choices that I’d like to engage my audience with. Buffer will allow me to schedule the publishing of this post across as many of the connected social platforms I wish at either the same or differing times. To do this, copy the URL of the video and over on Buffer, from these icons here, select which platforms you wish to publish across. Since this is a video link, I’m going to post it on Facebook, Twitter and the company LinkedIn page. Then paste the link into the content box. You’ll see that buffer instantly shortens the URL to make it look nicer and a thumbnail will be created, which you’re able to play around with if you wish.

 

 

You can check to see what it’s going to look like over the other platforms by selecting them in the lefthand column here. Ok, so I’m going to add a bit more text in the content here, hashtagging the keywords, and this post is ready to go. Now, to schedule this post, click on this little arrow next to the “add to queue” button here and from these options, select “schedule post”. You’ll see a calendar pop up where you can select the time and date you wish to publish. I’m going to publish this tomorrow at 2.15pm. Then click schedule. That’s it, you’re done. If you click the queue button under the content tab of each social profile you’ll see that the post is there waiting in queue to be automatically published.

 

Image Campaigns for Instagram

Let me show you one more example involving Instagram this time. Instagram is good for image campaigns and here’s an image I created earlier using the application, Canva. I’ll make a video about the use of Canva soon because it’s so good for creating professional image campaigns – I highly recommend its use.

 

 

So I can simply drag the image into the content box and once it’s uploaded, I just going to double check it’s been loaded up on the other platforms.

Let’s write something like “We don’t just dispense pills you know #pharmacyisawesome. Let’s schedule it for the day after and when I click the button “schedule”, I can see that my post will be placed in the queue under the last entry I created.

With a free account on Buffer, you also have access to some basic analytics which is good but to get more advanced features, you have to pay a subscription fee. If you’re at the beginning stage of your social media marketing journey, then this isn’t necessary right now and you can always check your analytics on the individual platforms themselves.

Evaluation

Buffer is a great tool for Independent Community Pharmacy who are active on Social Media because it saves time which is really key in business today. They also have an app which is very handy if you’re on the move and works just as seamlessly as the desktop application. If you need any help with Buffer or have any questions about what kind of Social Media strategy you wish to employ, then please don’t hesitate to contact me at support@pharmacymentor.com.

Buffer App – iTunes

Buffer App – Google Play

Thanks for visiting and see you in the next learning module!

Saam

 

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6 Extremely Useful Apps in Community Pharmacy 2017

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Are you using any Apps in practice?

Something that I believe to be just as important as having the BNF, MEP and Drug Tariff in the Community Pharmacy setting is the Smartphone. Let’s face it, the iPhone 6 is probably the most advanced piece of equipment you’ll have in your pharmacy and it’s packed full of extremely useful apps. I’m gonna mention 6 of those which I use on a very regular basis which are helping me with my business and practice.

1) Google Chrome

Number 1 is without a doubt, Google Chrome. You have literally the world at your fingertips with this app, so if you’re posed with a question you’re not sure about, just Google it! Let me give you a quick example of how I used it the other day.

A woman came into the pharmacy with a script for Zoff Adhesive remover for her diabetic son, which we didn’t have in stock. In fact, it was a manufacturing problem. So she asked us to see if we could get an alternative for her. While the dispenser I was working with scrolled slowly through the pages of the Drug Tariff and C&D, I simply flipped open Chrome and spoke to it, saying “zoff adhesive remover alternative for diabetics”. It brought me to a forum where there were loads of alternatives and actually, she ended up buying a Boots plaster remover spray which worked even better than the Zoff. Google just saved the patient loads of time and the NHS a prescription item every month. Just Google it!

Download for Apple

Download for Android

2) Google Translate

Keeping on the Google train, Google Translate is an absolute gem of an app that all pharmacist must have. If posed with a patient who struggles with the same language as you, Google translate will help you. Simply select the language of the patient and speak into the app. Extremely useful and important in making sure the patient understands what you’re advising.

Download for Apple

Download for Android

3) Medscape

While the BNF remains the number one reference for clinical dosages in the UK, Medscape, in my opinion, is the best Clinical App for pharmacists out there. It’s the user interface that does it for me – very easy to navigate and the knowledge base is outstanding. It’s what I use to check clinical conditions, drug interactions, symptoms and treatment options.

Download for Apple

Download for Android

4) Facebook

Since I run a Social Media strategy for the pharmacy I’m contracted to, the Facebook app is imperative. But not only can I drive the business through the Facebook app, it’s extremely handy in helping me with specific pharmacy queries because of the groups I’m part of. If I have a query with a prescription I’m not sure about, for example, I can post it to the group where 5000 other pharmacists will see it and advise me of the best course of action.

Download for Apple

Download for Android

5) Pro Delivery Manager

Now, I lied at the start of this blog when I said I’ve used all of these apps because I haven’t used Pro Delivery Driver. I’m sorry about that. Having said that, I have full confidence that this app is going to be extremely useful for Independents and I’m trying to get the chain I work with to trial it. They claim to improve efficiencies and communication with customers and the Social Proofing seems to back this up. Are you using Pro Delivery Driver? If so, let me know what you think about it in the comments below.

Download for Apple

Download for Android

6) Trello

And finally, I can’t not mention Trello – the best productivity app in the world. I use it every day to schedule my tasks in the pharmacy and share objectives with the team across the company. It just makes communication so much better.

Download for Apple

Download for Android

Apps make your business and practice easier

 

So there you have it, the smartphone and some apps that go with it making life so much easier for me in the pharmacy. Of course, there are so many other apps that pharmacists and pharmacies are using to benefit their business and practice, and I’d love to hear about them. If you’d like to share how you might be using an app, comment below so our fellow colleagues can check them out.

Thanks for visiting and see you in the next learning module!

Saam

 

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PharmData – Drive your Pharmacy Business through Data Analysis

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What is PharmData?

PharmData is a platform that uses the data for Community Pharmacy provided by the NHS Business Services Authority and produces statistics for 5 Key Performance Indicators, which are:

  • Prescription Items
  • Prescription forms
  • Medicine Use Reviews
  • New Medicines Service
  • And EPS uptake

Not only does it produce great visual statistics for your pharmacy so you can track your performance over a period of time, you’re able to track your performance against your competitors and view the GP prescribing statistics in your area.

Data analysis is a crucial part of any pharmacy business because it can help you understand where your strengths and weaknesses lie, thus helping you make better business decisions. The great thing about PharmData as a comparative tool is that it highlights the threats and opportunities for your business which can help you adjust your overall strategy.

As pharmacy manager myself, as well as being the owner of an online business, I understand the importance of analytics. For the pharmacy I work in, PharmData is helping us understand our competition better and what the current market is like in our catchment area. I believe this to be an essential tool for Community Pharmacy.

Subscription to PharmData costs a very cool £2.99 per month and you can access the platform here.

For more business and innovation learning modules like this, click here.

Best,

Saam

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5 Reasons why
Independent Pharmacies should use Facebook

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I want to give you some statistics from the Social Media giant, Facebook, that I’m sure you will agree, are completely absurd.

  • 1.9 billion people use Facebook every month, which is an increase of 17% from the year before, and is more than Twitter, Whatsapp and Instagram combined.
  • 1.2 billion people log onto Facebook every day.
  • And every 60 seconds, 510,000 comments are posted, 293,000 statuses are updated, and 126,000 photos are uploaded.
Ref: Zephoria Digital Marketing

Facebook cannot be ignored. In fact, we can’t get away from the damn thing, and in this video, I’m gonna give you 5 reasons why you, as an Independent Pharmacy, should start using Facebook for your business.

Popularity

Firstly, Facebook is the most popular Social Media platform by a long, long way. More and more people continue to use Facebook and if you think the elderly don’t use it, think again. According to a report by SproutSocial, 56% of adults aged 65 and over, use Facebook. If your patients and customers are on their, it’s ideal for you to be there too.

Free and Powerful Marketing Tool

Secondly, it’s a free and very powerful marketing tool that will improve your sales and strengthen your brand. Organising in-store events, creating promotional offers and targeting a specific demographic of your local area are just a fraction of the tools Facebook offer which can really help boost your revenue.

Deliver Better Healthcare

Healthcare isn’t bound by the walls of your pharmacy any longer. Facebook is an extremely effective channel for delivering health advice and can be used to help more and more people stay healthy.

Build Stronger Relationships in the Community

Building relationships has never been faster and more effective. Through Facebook, we can communicate with local businesses and the community with ease, and as every business knows, better relationships mean better business.

Push Forward the Profession

And finally, by harnessing the power of Facebook, you’ll be pushing forward our profession. The more we use Social Media in general, the more we will establish ourselves as primary care in the community.

We can use Facebook to help the NHS Crisis

Facebook is undeniably important, and not just for your business and our profession, for the healthcare system as a whole. I fully believe that if every pharmacy in the UK learns to implement a solid Social Media strategy, it will help with the NHS crisis. Medicines wastage, unnecessary A&E referrals and GP waiting times could all be indirectly improved.

If you’d like to implement a Social Media Strategy within your Pharmacy, check out the Pharmacy and Social Media Mastery Course where you and your team can learn how to drive sales, improve your brand and build a stronger community.

Saam

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