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.
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
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.
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.
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.)
1. See ad in whatever platform you were using, e.g., Facebook.
2. Click ad and be taken straight to the relevant product/service.
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
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.
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
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.