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5 reasons to use digital adverts
Advertising always has one goal – getting eyeballs on your offering. But Digital Advertising has some distinct advantages over traditional advertising. Read on for 5 ways digital beats traditional when advertising your pharmacy.

5 reasons to use digital advertising over traditional advertising

Before we begin, it’s worth defining exactly what we mean by both Digital & Traditional Advertising for pharmacy.

  • Digital advertising never leaves a computer network. The adverts get distributed online through platforms such as social media, search engines and websites.
  • Traditional advertising is delivered offline to the real world. You find real-world advertising in any space people look, from the sides of bins and buses to billboards, box offices, and buildings. Of course, there are adverts in the media, too. TV, Radio, newspapers, and magazines traditionally offered exposure on an unrivalled scale before digital advertising came around.

5 ways Digital Advertising for Pharmacy is better than offline adverts

1. Analytics

Traditional Issue

Let’s take a fairly common example. You advertise in a local magazine. It might look glamorous. It might be the best-written ad ever. The problem is, there’s no way of measuring exactly what impact your advertising campaign had on your revenue. Marketing is all about trial and error. Measuring what works and what doesn’t. Knowing when to hold and when to fold.

Sure, you might notice an increase in sign-ups or sales alongside a magazine or a newspaper advert, and you can roughly approximate it to the ad. But when you then run a different campaign and it doesn’t seem to have the same impact, you can’t easily compare the two. Did people just not see the ad? Or did they see it and not feel compelled to act? With traditional forms of advertising, there’s no way of knowing.

Why Digital Works Better

Digital Advertising records and tracks everything. How many people saw the ad? How many people clicked on it? It keeps all your work from all your campaigns. You can run A/B campaigns, where you run two different ads alongside each other and the best performing ad gets displayed more.

2. Interactivity

Traditional Issue

You see an ad in a magazine for a product you like or a service you think would be useful. But you’re reading a magazine. You turn over the page. The ad is gone, never to be seen again. You’re relying on people remembering the ad the next time

I’ve talked before about making it easy for people to buy from you. Advertising offline does the opposite of that.

Here are the two journeys.

Offline Ad

1. See ad.

2. Stop what you\’re doing to get your phone out.

3. See several notifications on your phone and explore what they are.

4. Forget why you got your phone out, put it away.

5. Look back at the magazine, and remember.

6. Get your phone back out again, (if you have data/signal) and search for the pharmacy.

7. Navigate the pharmacy website until you find the product or service you were interested in.

8. Hope it\’s easy to book/buy. (if it isn\’t easy, get bored and give up.)

9. Buy/book.

Online Ad

1. See ad in whatever platform you were using, e.g., Facebook.

2. Click ad and be taken straight to the relevant product/service.

3. Buy/book.

Out of those two columns, it’s easy to see which journey has a higher chance of converting someone into a customer. With today’s attention span, any extra steps in the buying process are just another opportunity for a distraction.

This isn’t the only way interactivity helps, but it’s certainly something that impacts the ROI on your ad budget.

Ads on Facebook, for example, present opportunities for conversation with you and allows questions about the ad they’ve just seen. You can’t quickly send someone a WhatsApp if you see an ad in the newspaper. With digital advertising, there’s often the opportunity to get in touch straight away.

3. Flexibility & Control

Traditional Issue

Now, this point isn’t applicable to every campaign you’ll run, but it is always a risk. If you spend £1,000 on printing leaflets and then realise there’s a GLARING spelling error, guess who’s paying to get them all re-printed?

This same risk applies across most traditional platforms. You have to supply the finalised design/advert ready for a deadline to print or air, and after that, you’ve no control.

Why Digital Works

Made a catastrophic error on your advert? How about just logging back in, rectifying the problem, and continuing your advert? No extra cost, no fuss. Bullet dodged.

4. Value

Traditional Issue

As you’ve seen, there are lots of measures of whether one form of advertising is better than another. But the one most people care about, is cost. How much will it cost me to show this ad to someone?

Well, it costs far, far less to reach 1,000 people using social media than it does through any other form of advertising. (socialaxcessconsulting.com)

Not only that but there’s generally a minimum cost to entry with traditional advertising. I’ve seen local magazines quoting small businesses £500 for a half-page ad. You could feasibly drop that same amount on a Facebook ad. But you’d guarantee people are actually seeing your ad through Facebook. Why? You see the stats.

In 2021, advertisers had to pay an average of 5.6 million U.S. dollars to air a 30-second long commercial during the Super Bowl LV broadcast

Why Digital Works

With digital advertising, there are numerous benefits when it comes to pricing.

Google Ads for instance, only charge you when people click on your ad. This means you can essentially trial whether or not there is demand for your service through Google. If people aren’t interested in your ad, you don’t pay for it. Google also gives you an insight into what your competitor’s budgets are for advertising similar things. (Learn more about Google Ads for Pharmacies here)

Facebook lets you choose how you get charged. Whether that’s the number of people who see your ad, when people like your page, or click on your link. This level of customisation is a welcome addition for people who want more control over their ad spend.

5. Smart Audience Targeting

Traditional Issue

You spend £10k to have an advert on a billboard in a popular location. You’re sold on the fact that it’s seen by 50k people. But how many of those 50k people are your target market? You end up paying over the odds for irrelevant people to view your ads.

Why Digital Works

With the vast majority of digital platforms you can advertise on, you can specify your ideal audience. Advertising NHS flu vaccines? You want to make sure you’re targeting people who are 65+. Advertising a Period Delay service? Obviously, men don’t need that service.

Remember, no matter how you want to advertise your pharmacy, we can help.

We have no bias towards digital or traditional marketing. Our bias is delivering results that help build your pharmacy’s future. In a strategy bespoke to you and your pharmacy business, we recommend the best tactics available to get you there. No matter what those tactics are.

Google Ads for Pharmacy
Google Ads for pharmacies. They’re happening on a small scale right now for Travel Clinics and Private Services, compared to the rest of the business world. But they’re growing, as people realise how much money they can make using them.

How do Google Ads work?

Even if you appear at the top of the page organically, companies and pharmacies using Google Ads appear above this because of the way the Google results are laid out. (Strangely, Google rewards people giving them money?)

google results page layout

How Google search displays when you search for locations like “Travel Clinic”

How do they do it?

It’s really simple.

  1. Create a Google Ads account.
  2. Make a Google Ad.
  3. They choose search terms to target, such as “Travel Clinic.”

Then when people search for things that are related to Travel Clinics on Google, e.g., Travel Vaccinations – the ad appears like this:

google ads search results page

Ads display at the top of Google for the search terms they target.

 

It might seem like a waste of money to pay for ads to appear when you are already ranking at the top organically, but if you don’t, you’re giving advertisers an opportunity to appear above you and steal the customers who were looking for you.

Especially when they’re searching for something like “Travel Vaccines.”

I don’t know about you, but I don’t go home and search for Travel Clinics to relax. It’s because I need one. Now assume I don’t care where I get my vaccine from, I just want the damn thing. So I’m going to click on the first relevant thing I see.

And if that’s an Ad, that’s exactly what I’ll click on. If they make it easy for me to book on their site, and they’re the price I’m expecting to pay, then I book my appointment and go on with the things I actually want to be doing.

And that’s it. Deal done. Transaction over. It cost that business however much Google charged them for a click, which on average is between 50p-£1.

How can you get a piece of that sweet, sweet Google Ads pie?

If you can’t beat ‘em, join ’em. Funnily enough, it’s really simple.

  1. You create a Google Ads account.
  2. Then you make a Google Ad.
  3. You choose search terms to target, such as “Travel Clinic.”

Then when people search for things that are related to Travel Clinics on Google, e.g., Travel Vaccinations – the ad appears as above.

If that all sounds familiar, it’s because it’s exactly the same process that they used to get all the customers unchallenged. Except now you’re actually competing for the business, not just standing by and letting them take it.

The best part? You have something they don’t. You have access to a digital marketing agency that runs Google Ads for pharmacies all the time. 

We know the ads that work, the best times to run them, and the way to set them up for success. Your ads will attract clicks, even when alongside another ad.

Unconvinced by Google Ads?

You’ll likely want to understand how this happens, to get similar results for your pharmacy.

You might have tried Google Ads for your pharmacy and not seen much success from them. You might have heard horror stories of people pouring thousands of pounds down a black hole with no return. This is entirely possible, when Google Ads are run without the proper knowledge of how to get results.

But our results speak for themselves. Here’s an Ad we pointed towards a website. Note – we are showing you SMART Campaigns here, not Advanced Campaigns. We’ll be adding info about Advanced Google Ads at a later point.

 

statistics for a Google Ad

Example SMART Google Ad Campaign

It gave the option to call immediately or visit the website for more information, as well as links to book appointments for that service. 50p/click which is the low end of average. Think we’re showing off? I literally just picked a random ad. Here’s another one. (This was the second one we looked at, I can’t even guarantee it’s the best performing.)

statistics for a flu jab google ad

This Ad targeted flu jabs and averaged approximately 30p a click in North London.

This second Ad was promoting a Flu Jab service (the Pharmacy forgot they’d asked us to do it and were wondering why they were getting private flu jab enquiries!) They got an even lower cost per click at 30p! This one was aimed at driving calls to the pharmacy and physical visits./span>

Google Ads for pharmacies get found by so many search terms

The search terms this ad got results for.

You lose customers by not showing up when they’re searching online.

Exceptional results even without a massive budget.

Both of these ads are LOW budgets. And we don’t recommend that. For multiple reasons.

  • Our management fee remains the same regardless of your budget (unless you want super serious Ads). So the more you spend, the greater the value is.
  • The same is true of Google’s charges. The more you budget, the lower your average cost per click is. It’s the equivalent of buying in bulk.
  • A limited budget means that your ad switches off during the day when it’s used up it’s budget. This means lots of people could be searching for your service and your ad stops displaying whilst your competitors keeps going. And they go back to winning all the business.

Also, please note that the above ads were run on SMART campaigns which is the basic form of Google Ads. Advanced Ads require more budget and management fees because of the data we are gathering. We’re learning exactly how to make the best ROI from every pound we spend.

Ready to start getting clients with Google Ads? Book a call and we’ll get you up and running.

 

 

Pharmacy Blog Post Ideas

Are you stuck for pharmacy blog post ideas? Blogs are central to promoting your pharmacy business online. After all, business websites that include a blog have a 434% better chance of ranking highly on search engines like Google.

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 resource 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 how a community pharmacy should be described.

To help you get started or to revitalise an existing blog, Pharmacy Mentor is here to help with ten pharmacy blog post ideas:

The 14 Pharmacy Blog Post Ideas which last forever

 

1. Tips for staying healthy

Get straight down to business as offer some advice on staying healthy. These could be ideas on maintaining a healthy lifestyle but avoid getting preachy. Other topics could be how to reduce IBS symptoms or avoiding flu this winter (and don’t forget to link to your flu jab service).

2. Think seasonal

New Year is weight-loss and quitting smoking, 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.

 

The Ultimate Guide to Driving your Pharmacy Business in the Digital Age

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. Have a debate

Do you and a colleague have a difference of opinion? It could be pharmacy-related or totally off-topic. A blog post on your viewpoints will bring personality to your content.

9. Customer success stories

Tell how you recently helped a customer solve a health problem. This could be how you were able to source an out of stock medicine, how you used your discretion or how you worked with the patient find that right solution for them.

10. Spotting the signs of…

… someone having a stroke, sepsis or if you’re experiencing a bad reaction to a new medicine.

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.

 

Social Media Pharmacy Free Online Course

Enrol in our FREE “Social Media Mastery” precourse and learn more about what Social Media can do for your Healthcare business.

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 not to do if you forget to take your prescription” etc.

 

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

Contact us if you’re interested in learning more about how Pharmacy Mentor can help with your digital marketing including blog posts.

Get the most from your pharmacy blog by using social media

Want to maximise the value of your pharmacy blog post content? To learn how to work smarter and create content that works with your social media channels? Then the Pharmacy Mentor Free Social Media Mastery Precourse is for you.

The free precourse will outline the role social media has to play in modern pharmacy including its impact on business and on patient care. You don’t need any experience and the course will give you the knowledge you need to go on to take the Social Media Mastery Full Course.

The full course will show you how to :

  • Drive more sales and conversions
  • Improve public health
  • Drive forward the pharmacy profession
  • Build a stronger, more trusting community around you
  • And much more…

Get in contact with Pharmacy Mentor to enroll in our free online Social Media Mastery precourse today.

Social Media Pharmacy Free Online Course

Learn more about what Social Media can do for your Healthcare business with our FREE online “Social Media Mastery” precourse.

Marketing statistics source https://expresswriters.com/blogging-statistics/

The Pharmacy Digital Diagnosis

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LEARN THROUGH READING

Is your pharmacy catering for the digital behaviour of your customers and patients?

In a world where we’re online more than we actually sleep, where online retail sales are breaking records year on year and where 40 million of us in the UK are now active on Social Media…have you considered what kind of presence your pharmacy has online to cater for this behaviour?

Can people find the services you offer on Google before they leave the house? Are you maximising the use of Facebook to target those people and businesses around you? Is your website fit for purpose for the 21st century?

Having a digital presence is just as important as having a physical presence these days and there are so many tools you can use that will help market your services better, create stronger business and customer relationships, and help drive pharmacy footfall and website traffic.

So, in light of this, I wanna help you understand the current health of your pharmacy online and what kind of opportunities lie ahead of you through what I have coined as the “Pharmacy Digital Diagnosis”. Let me explain what this is in a bit more detail.

What is a Pharmacy Digital Diagnosis?

 

Pharmacy Digital Diagnosis Screen Shot Example

An example shot from the digital diagnosis of a chemist in Nottingham

 

Essentially, a Pharmacy Digital Diagnosis is where I screen your pharmacy business to help you realise:

 

  • What your current online presence is like
  • How well you’re marketing your pharmacy online, and
  • What opportunities exist for your business in terms of digital marketing

 

Through screencasting and voiceover, I will examine each of the digital marketing channels you’re using and the strategies you may be employing, and advise you on:

 

  • What’s good about them
  • What’s not so good about them
  • And what can be done to improve them, which will lead to better results

 

All of this is then packaged into a short and concise video which I will send you via email so you can watch, learn and digest in your own time.

I conduct each and every Diagnosis for free of course and what you do with your video is completely up to you. But, if you want to talk to me about how you can improve your presence online, market your pharmacy services better or would like me to implement and manage a more powerful digital marketing strategy for you, then I’m all ears! Get in touch with me by phone, Whatsapp, Email, Skype, FaceTime, LinkedIn, Facebook (you get my drift), and I’ll get back to you right away 🙂

Looking forward to helping you get digital.

All the best,

Saam

Click here to request a FREE digital diagnosis of your business now

Google My Business for Community Pharmacy

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LEARN THROUGH READING

Google My Business for Community Pharmacy

Are you aware of how many people find your pharmacy on Google? Are you sure the information Google has about your pharmacy is correct? Wouldn’t you like to be able to control the information that Google has for your pharmacy and begin actively promoting your products and services?

The answers to these questions come down to one application – and that’s Google My Business. You may not have even heard of it. That’s fine and (relatively) normal! But rest assured, it’s one of the most important Social Media marketing tools you’ll come across for your pharmacy. In my opinion, its use should be mandatory for every bricks and mortar business that exists.

In this lecture, we’re going to learn more about what Google My Business is and why it’s important for you as a local pharmacy business.

Help customers and patients find and connect with you

In the words of Google:

“Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. By verifying and editing your business information, you can both help customers find you and tell them the story of your business.”

This description alone should alert you as to why Google my Business is imperative to you as a local pharmacy. Essentially, it’s a platform that houses various different Google applications to create a powerful business marketing tool. The platform includes your Google plus social media profile, Google Maps, Google Reviews, Google Analytics, Google Insights and other applications, all designed to help you stand out in the best way possible on the most popular search engine in the world.

 

The Google My Business Homepage

Google My Business – An excellent tool for Comunity Pharmacy

 

The easiest way to understand the importance of Google my Business is to look at some real-life pharmacies that are out there.

Let’s head over to Stoke-on-Trent in the UK. This is what Lloyds Pharmacy in the Shelton area looks like on Google. If you clicked the previous link, you’ll be able to see the whole listing when you scroll down.

 

Lloyds Pharmacy in Shelton

 

As you can imagine, being a well-known brand, they are registered on Google my Business, and this is what having a good Google My Business profile looks like. They have photos so you can see exactly what the pharmacy looks like and where it is. They have 16 reviews which have produced an overall rating of 4.2 stars out of 5, and Google really nicely displays the stars. This instantly builds trust for the viewer. You can find more details underneath like the address, phone number and very importantly, their opening hours, which is what customers and patients are likely to be searching for. Underneath, you can find other reviews from around the web, and Google have nicely integrated their NHS Choices reviews too. Sometimes you’ll find Facebook reviews or reviews from another platform, like Yelp or Pharmacy Flu Jabs next to this too.

You can also see how Google My Business cleverly display how busy the pharmacy is at various times. This really helps inform the customer better about when to go, for example, if someone’s short of time, they’ll use this information to plan their day better. And how good is this…Google says people typically spend 10 minutes here. I’m not really sure how they know this, but for a pharmacy, that is really great for a customer or patient to understand. It signifies a quick turnover of prescriptions and entices people to use their services.

 

Google My Business waiting times

Could represent prescription waiting times?

 

And below this, you can see actual reviews left by real customers. We all know how important reviews and social proofing are for pharmacy because again, it instantly instils trust in the customer.

Now, compare this profile with Sh***on Pharmacy who are literally down the road from Lloyds and who have not validated their pharmacy on Google My Business.

 

Google My Business Shelton Pharmacy

A pharmacy who hasn’t validated and optimised their business on GMB

 

I know this hasn’t been owned because of the question I can see in the image “Own this business?”. Hopefully, you can see a difference between the two listings straight away. Even if you haven’t validated your pharmacy as a listing, if you’re an established local business that’s been around for some time, Google will automatically create a  profile for you – like you can see here for this pharmacy. However, it’s seriously lacking compared to the profile of Lloyds we saw just earlier. We can’t see any reviews for this pharmacy, the business hours are missing, it’s not linked to their own website or NHS Choices and no photos have been uploaded. In a world where we would like to find out information about a place and contact them as quick as possible, Sh***on pharmacy are making it unnecessarily more difficult for their consumers.

Google Maps is increasingly being used as a search engine today

And when it comes down to a consumer deciding which pharmacy to use after a search on Google Maps, those who have poor or incomplete profiles are likely to lose out. Take a look at this. People regularly use Google maps as a search engine these days to find a place where they need to go. If I type “Pharmacy in stoke”, Sh***on pharmacy doesn’t exist in the sidebar here. And if I get more specific and type “pharmacy in Shelton” although we can see Sh***on Pharmacy here, we have 4 other pharmacies in the vicinity which all have reviews and more information about the business in general. If a consumer was choosing a pharmacy based on this search, it’s unlikely they’d choose Sh***on Pharmacy.

 

Pharmacies as seen on Google Maps

Pharmacies as seen on Google Maps

 

It’s imperative that you validate your pharmacy on Google My Business

So you see, Google My Business optimises your presence on Google Search, Maps and across other platforms it’s associated with, and from the two examples we’ve covered in this module, you can clearly see the benefits of it.

However, you’ve just seen the surface of what the tool can do for you. It has many other features that can help expose you online and rank you higher in search results, and some important features are the insights and analytics you’re able to examine on there. Google My Business helps you understand how your customers find you online and what they do when they get there, and you’re able to actively market through the platform. 

If you’d like to optimise your pharmacy on Google My Business, then I’ve made it very easy for you. The course Drive Pharmacy Footfall with Google is a step-by-step video course that guides you through the setup and validation procedure and helps you optimise your listing to 100%. Furthermore, you’ll learn how to actively market your products and services through the application and implement a very time-efficient strategy that anyone can manage in your pharmacy team. Click here for more information.

Thanks for visiting and see you in the next learning module! For more modules, please click here.

Saam