facebook advertising

Thanks to how easily accessible it is, pharmacies are increasingly turning to social media platforms like Facebook to promote their services and attract new customers. Facebook advertising stands out as a cost-effective and efficient method for driving pharmacy nominations. In this case study, we explore the successful implementation of Facebook advertising to drive nominations, highlighting key strategies and insights for maximising results.

Harnessing the Power of Facebook Ads for Pharmacy Sign-Ups

Facebook advertising offers pharmacies a fast and low-cost avenue to reach potential customers and drive pharmacy nominations. The long-term benefits of acquiring loyal customers make this channel a worthwhile investment. With Facebook’s built-in sign-up forms, collecting patient data and enrolling them with your pharmacy becomes seamless and convenient.

facebook advertising for pharmacy

Case Study: Successful Sign-Up Campaign

A real-life example of a successful sign-up campaign is one of our paid advertising clients. In the last 30 days, this client allocated a budget of approximately £250 for Facebook advertising with the primary objectives of driving pharmacy nominations and promoting their 24/7 collection point. Despite the modest budget, the campaign yielded impressive results, garnering 19 sign-ups at an average cost of £13.16 per new customer. 

Pharmacy Mentor Marketing Manager Brad Girtz said, “Facebook ads are a great way to get more nominations, especially for pharmacies with a 24/7 machine. They are also brilliant for building brand awareness and recognition for newer or lesser known pharmacies.”

While £13.16 might seem a bit steep for a nomination, considering the potential lifetime value of these customers, it proves to be a worthwhile investment in the long run.

On average, adults in England visit a pharmacy 16 times a year, and the standard price for a medicine (item) on the NHS is £9.65. That works out to just over £154 per year spent in the pharmacy by each new customer. When you take this into consideration, this makes £13.16 per new customer seem very affordable. You can further your customer value by providing private service upsells such as ear wax removal and travel vaccines to generate extra revenue.

Using Unique Selling Propositions (USPs) for Enhanced Engagement

In our experience, incorporating unique selling propositions (USPs) such as same-day delivery or a 24/7 prescription collection point can significantly enhance ad engagement and drive sign-ups. These value-added services not only differentiate the pharmacy from competitors but also resonate with potential customers seeking convenience and accessibility.

One thing to keep in mind when creating pharmacy ads is that the people scrolling on Facebook aren’t looking to sign up for a pharmacy. They are simply scrolling on social media. This also means they’re not in the mindset to analyse complicated USPs so concise, convincing points are a must.

When a potential new patient looks at your ad, they will first notice the image, then the headline, and then the text. Because of this, USPs need to be short and sweet to grab their attention. A great way of doing this is by adding the USP to the image.

We are also seeing an increase in pharmacies promoting the Pharmacy First service. This service offers great USP’s: no GP wait times, antibiotics prescribing, a range of treatments and more. If your pharmacy offers the Pharmacy First scheme, why not read our blog on Which Pharmacy First Services Have The Highest Earning Potential? 

Understanding the Two Types of Patients

When looking for pharmacy sign-ups, it’s essential to distinguish between two types of patients: single-use and multi-use patients.

Single-Use Patients: These individuals require services that are typically one-off or infrequent, such as travel vaccinations. For these services, the focus is on achieving a lower cost per conversion to attract a broader audience.

Multi-Use Patients: In contrast, multi-use patients rely on repeat services, generating recurring revenue for the pharmacy. Examples include individuals seeking treatments for conditions like erectile dysfunction. While optimising for a lower cost per conversion remains important, the potential for recurring revenue justifies a slightly higher acquisition cost.

If we are talking about signing up for a pharmacy, we have to assume that all the patients will be using the pharmacy multiple times. With that in mind, let’s look at how we can divide and target patents in a different way.

Parents and Families

Parents are a valuable target group because their pharmacy needs to extend beyond themselves to their children. Here’s how you can effectively target them:

  • Facebook Ads allow for detailed targeting options based on interests related to parenting, family activities, childcare products, etc.

New Movers

People who have recently moved to a new area are an ideal target group since they may not yet have a preferred local pharmacy. Strategies include:

  • You can target new movers similarly to parents and families by using detailed targeting to refine your audience based on their interests. For this one, you would choose interests such as first-time buyers tips, home renovation etc.
  • Another way you can target this demographic is to purchase data on new movers from real estate companies, moving services, or specialised data vendors.

Older Adults

Older adults typically have more frequent and varied healthcare needs, making them a key demographic for pharmacies.

  • Platforms like Facebook, have a significant user base among older adults. You can target this age demographic specifically by selecting your desired ages in your campaign settings.

Conclusion: Driving Sign-Ups and Fostering Long-Term Relationships

In conclusion, Facebook advertising offers pharmacies a powerful platform for driving sign-ups and expanding their customer base. By capitalising on Facebook’s targeting capabilities, crafting compelling advertisements, and leveraging unique selling propositions, pharmacies can attract a variety of patients, ultimately fostering long-term relationships and maximising lifetime customer value. While there is an initial investment, the potential for lifelong purchases and customer loyalty makes it worthwhile for any pharmacy looking to grow its business in the digital age.

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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.