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As a team deeply committed to the growth and success of pharmacy businesses, we’re thrilled to share the invaluable insights and actionable strategies that our CEO, Saam Ali, presented at The Pharmacy Business Conference. With a mission to empower pharmacy owners and professionals with the knowledge and tools needed to navigate the intricacies of the digital landscape and drive sustainable business growth, we put together this presentation to help professionals boost their marketing strategies. Take a look at our presentation below:

The Presentation

Clicks to Conversions

A Summary

Digital marketing is imperative for any business, that includes your pharmacy or clinic. Now more than ever, establishing a robust online presence is not just advantageous, it’s essential for business growth and sustainability. With a staggering 82.8% of patients turning to search engines to find healthcare providers, the significance of digital visibility cannot be overstated. Our presentation delved deep into the nuances of digital transformation, offering practical insights and strategies to harness the immense potential of digital marketing.

Huge Demand for Clinical Services

Through extensive research and analysis, using premium tools like SEMrush, we can uncover untapped demand for pharmacy services online. From ear wax removal to weight management and travel clinics, there exists a wealth of opportunities waiting to be seized by pharmacies just like yours. By exploring specific search volumes for various services, we discovered the potential that exists within the UK’s healthcare market.

Every search query represents a potential customer seeking solutions, and it’s imperative that pharmacies position themselves strategically to meet this demand head-on. For example, every month the key phrase “pharmacy near me” gets 550,000 searches in the United Kingdom. Those could be potential new patients. Take a look at some of the other stats that we found.

clicks to conversions

Harnessing the Power of SEO

So, how can you tap into the demand within your local community? It’s simple, yet relatively complex still – Search Engine Optimisation (SEO). By optimising content across your website and other digital platforms with targeted keywords and technical enhancements, pharmacies can improve the ranks of search engine results, capturing valuable organic traffic and converting leads into loyal customers. Our presentation provides actionable insights into effective SEO strategies, equipping you with the tools needed to elevate your digital presence and outshine the competition. And, if you are still unsure, our team is here to help, simply reach out to us.

Real-World Success Stories

Our presentation is not just theoretical; it is grounded in real-world success stories that underscore the tangible benefits of digital transformation. Through a compelling case study of Mark’s Pharmacy, we demonstrated how an integrated online ecosystem can drive remarkable growth across various clinic offerings – especially his weight management, pain and CAS clinics. From increased revenue to enhanced customer satisfaction, the results speak for themselves. We share insights into specific successes, such as spikes in hay fever injection bookings and fully booked clinics, painting a vivid picture of the transformative impact of digital strategies on business outcomes.

Looking Ahead

We’re excited about the endless possibilities that emerging technologies hold for pharmacy businesses. From AI-powered chatbots to personalised customer experiences, innovation thrives in the digital space. By embracing these technologies and staying ahead of the curve, pharmacies can not only survive but thrive in an ever-evolving landscape.

pharmacy business conference

You Need Help

Turning clicks to conversions is not just a concept but a tangible pathway to pharmacy business growth in the digital age. By embracing digital transformation, harnessing the power of SEO (and Paid Ads), and staying ahead of emerging trends, pharmacies can position themselves for long-term success in an increasingly competitive marketplace and our team can help. Take a look at the services that we offer:

Branding

“Branding gives your organisation an identity, makes your business memorable, encourages consumers to buy from you, supports your marketing and advertising, and brings your employees pride.” (Hubspot)

Your brand becomes even more important as you transition your business online and reach a wider audience. When a person has had great service from you, the first thing that they will remember when you pop onto their social media feed is the brand of your company. Our team at Pharmacy Mentor understands that branding is the centre point of the strategies we deliver for you online, and thus have developed several different pharmacy branding packs to help you stand out from the rest.

Website Design and Development

You should be investing as much in your digital ecosystem as you are in your physical premises. Why? Because that’s what your patients want. Make it as convenient as possible for them, and help them find you, rather than you finding them. Our expert project management and development teams ensure that every website is optimised for search engines from the outset. This means better visibility, more traffic, and higher conversions.

Unlike some providers who keep control over your site and data, we believe the power should remain in your hands. When you build with us, you own your website and all the patient data that comes with it. This independence is crucial for building long-term customer trust and for making business decisions that are best for you and your patients, without compromise.

Search Engine Optimisation (SEO)

What’s the first thing you do when you want to access a service, whether that is an online or offline service? You guessed it. You pull out your smartphone, log onto Google Search or Maps, and type in a key phrase. From there, you’ll take action either in the form of booking online, calling, subscribing or hopping into your car and navigating to a destination. That’s why it is incredibly important that your pharmacy and the service you provide are positioned well online, in particular, on Google Maps and Search. Search Engine Optimisation helps you get found online for the services that you offer.

If your website’s content isn’t ranking on search engines, you won’t be getting the business that you want. Let us help you optimise your website and drive pharmacy footfall. Request a free SEO Audit today.

seo

Social Media Management

Social Media is a must-have pharmacy business tool. If you’re not using it, you’re doing a disservice to your community. That’s because they’re all on there, looking for health information and content, every single day. Facebook, Instagram, WhatsApp, Telegram, NextDoor, Google Business and the rest means that it is quicker and easier than ever before to reach your target audience. You can reach 10,000 people in the space of a day with one great video you publish.

Social Media can be a life-saving medium for your patients. Our team have supported 1000’s of pharmacy businesses with social media services since 2017, and we’re getting stronger by the day. Whether you’re a single pharmacy, a multiple or another healthcare provider, we’ve got the right social treatments for you.

Paid Advertising

We’re big on PPC and Meta Ads? Why? Because they work. But which type of ads depends on the service you’re offering. For example, we see much better results by doing PPC for Travel and Ear Wax Removal than using Meta. We’ve got the insight from doing this 100’s of times.

To begin reaching your audience quickly and generating conversions, simply get in touch with us, tell us your objectives, and we’ll build the campaign for you, professionally, ethically, and promptly. We’ll send you an analysis of the results from your Paid Ads, including how many people we reached around your pharmacy, how many clicks it received, what kind of engagement we produced, and how many leads we generated.

Service Specific Marketing

Whether you are boosting seasonal Flu Jabs, opening a new Travel Clinic or looking to promote your Weight Management services, our Service Specific Marketing is here to help you. Get in touch with our team today to find out more.

Video Production

With a shortened human attention span and a world saturated with content, companies are looking for ways to engage their audience more, and for longer. Pharmacies and other healthcare providers need to differentiate themselves from the competition to stay ahead of the game. And that’s what video is here to do. Video marketing not only drives conversions (by upto 80% in some cases), it strengthens the trust and credibility of your pharmacy. They are the most engaging piece of content and are socially shared more.

Embedding video marketing into your strategy is highly beneficial and will certainly have a positive impact on your business.

Turn Clicks to Conversions

To get help with your pharmacy marketing or to find out more about how our services can benefit your pharmacy, please get in touch with us, our team are here to help you.

Contact Us

how to increase pharmacy revenue

How to Increase Pharmacy Revenue

The Pharmacy Show 2023 marked a pivotal moment for the Pharmacy Mentor team as our CEO, Saam Ali, took the stage to share a wealth of knowledge on navigating the intricate landscape of digital marketing for pharmacies and how to generate revenue as an independent prescriber. Saam’s extensive experience as a Pharmacist and digital parcticioner formed the cornerstone of a comprehensive presenation, primarily aimeed at prescribers.  It not only provided tips to elevate profitability but also underscored the significance of digital marketing practices in the dynamic world of pharmacy business and online prescribing – which is booming right now.

 

Pharmacy Show Presentation Transcript

The following is a transcript of the presentation given. To download the slides, be sure to sign up to The PM Academy!

Who else is growing a bit tired of seeing the doom of the NHS and pharmacy on the news right now?  Headlines like “Record numbers of pharmacies closing”, or “Call to save struggling pharmacies on ‘precipice of collapse”.

I think I’ve just grown numb to it now, and even though I know it’s great clickbait, and I’m inclined to read it, I scroll past. It’s bloody depressing! I think the important thing to note from all this propaganda is that with the likes of AIM and the PSNC trying to change things at a government level, which I absolutely back and needs to happen, pharmacies have to take things in their own hands.

Because I don’t believe it will get any better on that side of pharmacy. Even if we get a cash injection, it still won’t be enough.

So, we’ve got to innovate.

We’ve got to find new ways of making it work. That’s what business is all about.

My names Saam, and I’m the CEO at Pharmacy Mentor. It’s our mission to improve access to healthcare through pharmacies, and we’re working with a growing number of pharmacy owners and independent prescribers to help them harness the power of their IP qualification and the internet.  Over the next 20-minutes, I’m going to talk to you about the massive opportunities that exist for you in the digital space right now.  I’m also going to take you through exactly how a click on the internet turns into a patient for you, and what tools you need to make that happen.

Let’s get stuck in.

Let’s take a moment to talk about where we are today as pharmacist IP’s in the UK. Years ago, we were essentially dispensers. Today, however, our role has become increasingly clinical.

We’re now diagnosing and treating conditions from hypertension to diabetes, and much more. It’s reported that 26% of all Pharmacists are now IP’s. I remember when I was practising…I could name only a couple of IP’s I knew personally.

But today, every 2nd person we speak to at Pharmacy Mentor is an IP.

Not only has our scope expanded, but so have our settings.  You can find IP’s in community pharmacies, hospitals, GP surgeries, and deeply integrated within the NHS framework. But it’s not all smooth sailing.  While the clinical role expansion and revenue streams offer great opportunities, we are also wrestling with regulatory complexity and the need for continual skill development.

Looking forward, what’s exciting is the promise of even greater autonomy.

Picture this: more digitalisation, more telemedicine, AI integration, and potentially, a broader range of medicines we can prescribe.

The next five years are set to transform the way we practise and the opportunities available to us.

Now some IP’s are already capitalising on this.  And they’re capitalising big. You’ll have seen a growing number of online pharmacies out there, selling POMs for a variety of conditions. They’ve amalgamated their skill set with a digital ecosystem that allows them to prescribe online, dispense and generate revenue. It’s a great model and a model that millions of people across the UK much prefer to use instead of going to see their NHS GP.  Why? Because it’s massively more convenient and it’s inline with how patients behave today.  As an IP,  the biggest opportunity lies in the digital ecosystem you create, not only to generate wealth, but to provide better access to medicines. In this next segment, I’m going to show you how it should be done. And the way I’m going to show you is by going through each of the steps a patient takes from the point of problem identification, to them receiving their medication, supported by the tools and techniques needed to enable a successful journey.

The successful patient journey for this type of website is as follows.  It starts off with The Search. And then they go through a series of events before they end paying for a treatment, and engaging with your company some days after.  Let me take you through each of these steps individually which will help depict exactly how you should be setting up a strategy that will drive revenue.

The first and most important stage is the ‘The Search,’ or as I like to call it, ‘Existential Crisis 101.’  In the infinity of the digital realm, if you’re not searchable, you’re as invisible as a chameleon on a rainbow.

Get in Touch

 

So how do we overcome this crisis?

Targeting keywords

Now I’m not going to get into the thick of what these are, but, think of these as your “breadcrumbs”. The better you are at dropping them, the easier it is for customers to find their way to you.

And there are 1000’s of them.  Some big, popular ones, like “viagra for men”, and some smaller ones like “does viagra make you last longer”. The more keywords you can target, the better.

But how do you know what keywords to target?

Using online tools like SemRush. That’s what we use at PM. This beautiful software helps us understand how big and popular these breadcrumbs are.

Ok cool. So I know what kind of breadcrumbs I need to target. But where should I be dropping them? 

Everywhere is the simple answer. On as many digital channels as you can. But you should be dropping 90% of them on Google. That’s where most of your patients initiate the search and find them.

Ok – so HOW. How do we get these keywords on Google?

First up, and my absolute joy in the world, SEO – your North Star.

If you’re not investing in Search Engine Optimisation, you’re not just playing hide-and-seek; you’re hiding while everyone else is seeking…elsewhere.  Please understand that this is THE most important marketing tactic for online pharmacies, and every other pharmacy business out there. It is THE tactic that will help build sustainable and consistent website traffic and it THE tactic you should be giving precedence over all other marketing strategies. And for SEO to work, you need a website, naturally, and you need to develop optimised content on your website. So all of your product and condition pages need to be technically optimised, and you should be creating new optimised content in the form of blogging, very regularly and consistently – at least once a week.

I’m not going to go deeper into the realm of SEO right now. But take note, SEO is business critical.

 

 

Another powerful way to help people find your breadcrumbs is via Paid Advertising, again, on Google.  Think of Paid Ads as ‘boosters,’ like a SpaceX rocket, propelling you quickly but at a cost.

Effective? Absolutely.  Sustainable as your only strategy? Unless you’ve got Musk’s wallet, probably not.

Furthermore, the Google Ads Police don’t really like pharmacies, because your drug dealers.

Navigating Google Ads for online pharmacies is like walking through a minefield blindfolded while juggling flaming torches. One small change on an advert or your website can see a well-performing campaign get blocked, halting any conversions from happening.  So, let’s say you’re spending £10,000 per month on that campaign and you’re generating £25,000 a month.

Gone in space of milliseconds.

That’s why I’m so heavily against businesses relying purely on this form of advertising. Luckily, we at PM have been through these painful experiences and know best how to navigate them.  Therefore, if you need guidance in this area of the business, we can certainly help.

So, to wrap this up—’The Search’ – it’s about spreading those breadcrumbs and showing up in search results when the patient needs you.
But, in this vast digital sea, it’s also about showing up like a VIP.

Q: As a user, if you’re looking to “buy propecia online”, which one of those search results are you more inclined to click on? 

We’d probably click the top one there right?

In fact, this exact result outranks the other by about 7 pages on Google, in reality. The bottom result is pretty much invisible, and the top one is driving tonnes of traffic and revenue.

This is pure SEO.

SEO is what makes that top result look so desirable to click, and comes up on page 1 when you search for that term.

Following the click, the patient moves into the next stage: Consideration and Engagement.

Picture this as the ‘first date’ after you’ve caught someone’s eye. They’re interested but not sold yet.

How do you turn that tentative curiosity into real engagement? Let’s stick with the example from before, where someone is looking to “buy propecia” online. If your SEO is good, they’ll more than likely land on your product page. As always, content is king. So this has to be the main focus. Help people learn about the product and condition with the most up to date information.

Include videos where you can, and help readers understand that a medical professional, for example, you, has curated the content.

Product reviews and social proofing play a big role too.  It’s like asking a friend about a restaurant before booking a table — you want to know it’s worth your time and money. Testimonials, user-generated content and badges of authority help assure the patient that “Yes, you’re in good hands”.

Price naturally influences people so ensure you’re remaining competitive. And one feature that I absolutely love on a website is Live Chat – and I think it’s essential for sites like these.

I’m a patient and I want to know I’m being looked after.

If I have any burning questions about the medication I’m about to buy, I want to chat to someone from the team.  And finally, is the overall experience I’m having good? Is the site slow or fast? Is it easy to navigate and find what I need? Are you sure it’s mobile friendly?

To sum up, Consideration and Engagement is all about convincing your customer that they’re not just making a choice, but the right choice.  It’s about moving from ‘maybe’ to ‘let’s do this’.

And when the patient has now committed to you, they’ll begin a consultation process before they go ahead and select their preferred treatment.

Again, note the words “User Experience”. With a site like this of course, you’ll need to ensure that compliance is adhered to at all times.

But when it comes to conversions, you’ve got to think of it from a user’s perspective.

They want the quickest, most streamlined sale possible.

So keep the consultations clear and concise, and as short as you possibly can.

Obviously, we can’t cut corners on patient safety – I’m not saying that.

However, I’m talking with my marketing head on right now and UX is such an important factor for conversions.

 

 

So, how do you make sure you’ve got the smoothest UX?

Ideally, you need to work with a development agency who understands UX design.

But, it’s also a continuous development to perfect it – it requires taking on relentless patient feedback.

Now, at this stage of the patient journey, we at PM believe that once the patient has completed the form, it’s at this point when they should sign up to the site too. They won’t want to fill out the form again and they’ve already committed to you in their heads, so they’re more likely to sign up.

Again, it’s all about UX.

And this is also when the email automations kick in too – an incredibly important stage. When a system like this is built, an email marketing solution should be developed alongside it.

It’s one of the ways you’re going to keep your future patients engaged and drive more revenue.  So, your sign up process should include a marketing opt-in feature – this will give you permission to send promotional materials to them down the line.

Following the treatment selection, we enter the checkout and payment confirmation stage.

Offer multiple ways of paying, and if you can, offer Apple – Google Pay. Hugely popular and it’s the preferred way of paying these days.  And we need to make sure the patient is able to track their order through the stages, and contact you if they have any concerns.

Once we’ve processed the prescription from our side, we’re either going to send it by Royal Mail, DPD or the likes.

Or, they’re gonna pick it up in your pharmacy, maybe from your 24/7 collection machine if you have one, or an amazon locker.

Make it as convenient for them as possible.

But the journey doesn’t stop there. Far from it. What most businesses fail to do is infuse marketing at every single touch point of the patient journey. But those that do take their business to the next level.

In the packaging of the medicine, include a marketing leaflet where the patient can scan a QR code to leave a review for you online. And, why not offer them a 10% discount on their next order?  It’s all about continuous, tactical engagement. A day later, send them a follow up email too.

In that email, provide them with a link to review you online. So you’re attacking the patient from both sides to leave you a review! We underestimate the power of reviews – they’re a major influencer in patient purchasing, but they also act as a powerful tool to help you build a better business.

Getting a bad review is just as good as getting a 5-star review, because your customer is telling you what you need to do to be better next time.

And, if you’ve got email marketing set up, you can send out automated emails to your new patients, by setting up an automation flow. Email is still a super powerful tool to keep your patients engaged in the long run, and keep them coming back for more.

So there you have it.

We’ve just gone through the typical steps in the patient journey, and the enablers for those.

And ultimately, if you can get those right and your patients are happy with the service you provide, you’re gonna experience growth.

That’s the law of business.

And let’s not forget the ‘spice rack’ of our marketing kitchen – those other ingredients that can add depth and flavour to your whole strategy.  I’m gonna rapid-fire through these.

Firstly, PR. If you can develop a relationship with a big online healthcare organisation, and get a backlink in a publication, that’s gonna be super powerful.

Social Media – you’ve got to at least have a presence on the major channels, but if you have the budget, then I’d spend it on TikTok.

Affiliate Marketing – This is the ‘you scratch my back, I scratch yours’ of the digital world. A robust affiliate network can act as an extra set of hands, pulling customers into your ecosystem.

Influencer Marketing – They’re not just selfie experts; they’re niche opinion leaders who can give your product the royal seal of approval.

And last but not least, Local Marketing. If you’re brand new to the online world, and particularly if you’re a Community Pharmacy, then you can start off with marketing locally, and spread further from there.  Or, you may not want to go National and target locally anyway, for example, your city. We can hone in on that.
I mean, if you’re a business in Sheffield, that’s 500,000 people you can target – it’s pretty big.And it’s definitely worth mentioning some detours and potholes that can derail your journey.  Think of this as your GPS warning you about traffic jams and road closures.
First up, the ‘Quick Win Mindset.’ This isn’t a sprint; it’s more of a marathon – a very hilly and unpredictable one. If you’re looking for instant gratification, you’re in the wrong game. Quick fixes often lead to quick failures.
Persistence and consistency is key.
Secondly, adopting a No-Marketing or Single Marketing Channel approach. That’s like trying to row a boat with one oar – you’ll just go in circles.  Your marketing strategy needs to be multi-faceted, just like your audience.

Also, please work with a developer or agency who know pharmacy. Imagine going to a dentist for a foot injury; they’re both doctors, but the expertise doesn’t translate.  This will end up costing you more than it’s worth.Make sure you choose the right payment gateway, otherwise, you could see your payments system drop at any given point.

Another common blocker is the content of your website. Who’s going to be uploading the products to the site? Do you have time to do this? Do you have the images?  Make sure you have a plan for this, otherwise, it could drag on forever.

And lastly, Not Adapting. The digital landscape is as stable as a leaf in the wind. If you don’t evolve, you’re obsolete. It’s that simple.

 

 

So how can we help at PM?

Well, we’ve been in the pharmacy marketing and website space for around 7 years now, and specifically the online prescribing space for around 4 years.

This has been a big focus of ours due to the increasing demand of systems like these. But we also know where pharmacy is going and how important this is for its future. It’s why we built the Ultimate Pharmacy Website, or the UPW.

You can learn more about the system on our website but it essentially allows IP’s to begin trading online, and has been built around the ideal patient user journey we’ve been through today.

It’s a product that we’ve already built, to help you get set up in the quickest way possible. However, we know that one size does not fit all.  And that’s why we build bespoke online prescribing systems too, which are developed to your exact requirements.

In terms of marketing, we’re highly experienced in driving growth through system like these, in particular with SEO, Paid Ads and Email.

And we’ve been through the marketing pitfalls that you can easily come across, especially with Paid ads – so we’ve developed protocols on how to avoid these.

We’re also partnered with Rushport Advisory – so we’re always at the forefront of compliance.

And if you already have a website of this type, then you can check if it’s compliant or not, completely free, using an online tool that we’ve co-developed.

Please do check it out.

 


Once again, be sure to download the slides in The PM Academy.

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How to market your pharmacy (1)

Marketing your pharmacy effectively today is of paramount importance.

With the way digital health is progressing, communicating with your patients digitally and marketing yourselves more effectively is of paramount importance. Why? Well, let me explain in a few short bullet points. 

Digital communication is the primary way people talk. According to Statista, 53 million of us in the UK are on social media and we spend on average 5 hours a day on our smartphones. If that’s where we live now, pharmacies should be there too.

Our top value is convenient healthcare. We want to talk to a healthcare professional right away and we want the medicine delivered to our door the very next day. Digital health is allowing for this to happen and we’re seeing an alarming rise in digital competition. Pharmacies must adopt a digital health strategy and communicate with their patients digitally to protect their business and grow.

We’re getting paid less for dispensing prescription items. Automation means that robots can dispense quicker, cheaper and safer, and the government understands this. We need to market ourselves better to attract more business and drive income from other avenues.

 The opportunity that digital marketing offers is ever-expanding. Social media, along with other important digital channels, is continuously evolving and new marketing tools are being released every week. This represents wonderful opportunities for pharmacies to communicate with their patients, engage them and drive more sales. 

How to market your pharmacy

How to market your pharmacy

I’m all about giving you as much value as possible but being straight to the point at the same time. Below is a list of all the things you should be thinking about in 2023 and beyond to understand how to market your pharmacy in the most effective way possible.

The list below is exhaustive and you’ll not be able to do everything yourself. You’re a pharmacy owner or similar, not a marketer. So you’ll need help implementing, or at least advising on the best way forward. We offer courses, periodically do educational and instructional webinars, and regularly write guidance for marketing pharmacies in our blog and our weekly emails. The best way to stay up-to-date with what we’re doing is to sign up for our emails.

In-store Marketing

1. Train your pharmacy team

I can’t stress this enough. Your pharmacy staff, trained well, can drive 10x the profits in your store. Multiple but ethical selling is the key, and providing incredible customer service.

As well as doing this yourself, I’d highly recommend the pharmacy training company Mediapharm. These guys have unique modules on driving sales and delivering excellent service.

2. Have awesome in-store marketing collateral

Posters, leaflets, brochures, business cards, banners, banner-rollers. You get my drift. However, it’s not about plonking this collateral in the pharmacy wherever. There’s an art to it. In my opinion, minimal and clean is the way forward. This is all about the design of your pharmacy, which leads me onto the third point.

3. Design your pharmacy better

If the experience of a patient and customer is improved, they’ll return again and again. This is a proven concept. Your pharmacy might only need a few cosmetic changes. However, if the interior of your pharmacy doesn’t fit the number of prescription items you dispense, space is inadequate and the lighting is poor, then you’ll no doubt benefit from a redesign of your pharmacy.

Chris Jones, founder of the most popular pharmacy design company in the UK can give you some great advice here.

T3 Pharmacy Design

Designing your pharmacy better is an extremely effective marketing strategy

4. Digital TV Displays

Our attention spans, unfortunately, have diminished faster than my care for listening to news about Brexit. We need things to move around to keep our focus or grab it in the first instance.

That’s why digital pharmacy TV displays are the way forward. They’re engaging and they mean you can have less collateral and clutter in your windows and inside your store. They bring people into the store and engage them while they’re in there.

Healthpoint TV provide excellent solutions for pharmacies.

5. Use a loyalty scheme

Spend £50 with us and get a £5 voucher free. Loyalty schemes are why I keep shopping at Tesco and spend waaaaaay too much in Costa Coffee. It’s obscene how much money I’ve given them. In fact, now I’m just angry thinking about that.

Anyway, loyalty schemes are important in how to market your pharmacy and should be digital.

6. Hold monthly in-store events

Could you hold an event in-store once a month? Possibly a makeover event led by one of your staff or a diabetes evening where you can showcase your new diabetic range of products but also give lots of value at the same time? Or could you even create an event just for the business owners in the area?

There is no better marketing than face-to-face marketing. You have apps such as Facebook, Eventbrite and Meetup to help you organise and market your event. Events drive trust, repeat business and growth.

It just depends whether you’re willing to spend three hours a month preparing the event. I certainly would because I know networking is a great strategy in how to market your pharmacy and deliver results.

7. Make your instore products digital

NearSt is a wonderful tool and service that essentially digitises all your products in-store and makes them available online when people are looking for them close by. The products can be fed into your Google My Business profile too. This is superb if you have quite unique products, say mobility scooters, herbal remedies etc.

There’s a one-time fee to set this up and we can set it up for you. #ThinkOutsideTheBox.

Digitise your products in-store and create listings for them on Google

Direct Marketing

8. Digitise your direct communication with patients

Phone calls are a pain in the eye, especially in the pharmacy. It should still be an option for people, but it should now be a secondary option. That’s because we now have WhatsApp Business and other great apps like PharmZap, that make communication so much easier.

I’ve seen it countless times. People leave bad reviews on Google if they can’t get through to a business on the phone. That would anger me big time, especially if it was to do with my medication, which helps keep me calm. Please give your patients an alternative way to communicate.

But apps like these are also incredible marketing tools. You can build lists of people in these apps and market occasionally, but directly to them.

Other Apps that incorporate direct marketing features include prescription reordering Apps such as Healthera.

9. Harnessing the right PRM System

It makes complete sense that your PMR system, as well as being the main dispensing system, also acts as a CRM tool, which is part of the wider scope of marketing.

Does your PMR system support text messaging or emailing to patients?

If you are thinking about changing your PMR, check out our Ultimate PMR Comparison Guide for some guidance on the PMR systems available. While you’re thinking about PMR systems, think about CRM too.

10. Drive conversions through a Mailshot

This is a more expensive option initially but the return on investment can be significant. Reaching 10,000 people in your community directly via a leaflet or flyer drop does work, but it does depend on what you’re sending out.

Does it deliver the right message? What are you selling on there? What’s your objective?

As a pharmacy business, however, we need to think B2B as well as B2C. Building a closer relationship with key stakeholders who are affiliated with your audience can be immensely powerful. Sending out a personal letter to them will be a great start.

An example: If you’re offering a travel clinic, then sending a letter to all the GP’s and mosques in your area will be extremely valuable. Follow this up with a phone call to strengthen the relationship, and even go visit them (see next point).

Not sure where to get started? Check out our Mailshot service.

 

11. Visit key stakeholders and other businesses in the area

I remember when I used to work for Boots in Sheffield. I was the newly appointed Pharmacy Store Manager and naturally, I was filled with enthusiasm. One tactic that I employed was to personally visit all the GPs surgeries and different businesses in the area, simply to say “hi”, give them our brochure, and have a bit of banter.

In one year, I managed to grow item numbers by 10%, and the shop floor revenue increased by 15%. Of course, I can’t measure exactly how effective this tactic was, but it definitely had an influence on the overall business and was key in understanding how to market a pharmacy better.

12. Attend local events and network

People love events. And people are your customers, especially local ones. Take a look at Eventbrite to see what kind of events you might be able to attend and network.

It could be a local business event, a school community event, or a charity event. Any event is an opportunity to network, talk to people and essentially market to them – consciously and subconsciously.

 

Inbound (Digital) Marketing

 

13. Facebook and Instagram

These two social platforms are related, however, they are different.  These two are the best way to reach an audience local to you and is why we always employ them in our social media strategies for pharmacies. They work.

Things to note as of 2022 are that organically, you’ll need to produce really good content for your posts to get seen and it’s difficult to build an audience quickly. This takes time. Organic social media therefore is a long-term strategy.

For a more overnight success, it’s all about Facebook and Instagram Ads. Harnessing these is a must in your social media strategy, and they are very powerful, especially if you have somewhere to direct people to, such as an online booking platform (see below).

Watch, listen & learn on the Pharmacy Mentor YouTube channel!

14. Local Search Engine Optimisation (SEO)

I cannot stress the importance of local SEO for a pharmacy, especially if they are delivering a clinical service. People are looking for your pharmacy services online, on Google primarily.

Instead of writing about incredibly awesome and important Google My Business is for your pharmacy, or any other business you have, please watch the video below:

Next off, you have local directories that you also need to optimise, such as Yell.com, Yelp.com and your NHS Choices profile. All very important in providing visitors vital information about your pharmacy.

And then we have the world of blogging. We’ve proven time and time again, through analytics and talking to pharmacy owners, that blogging for your local pharmacy services is extremely powerful. It works. For some pharmacy owners, we’ve driven revenue by an extra £3K a month in one year through two, highly optimised blog posts that we wrote. At the time, it cost them £125 per post. You do the maths.

Also, it’s worth looking into guest posting on other high-ranked local websites, such as local magazines.

15. Paid Advertising across Google

If you’re delivering a product or service for the first time, for example, you just started providing a travel clinic to patients through a Pharmadoctor PGD, there is nothing more potent and quick at creating an ROI than marketing through Google Ads. That’s why it’s one of the more expensive options.

Google Ads are all about driving raw return on investment through optimising ads and analysing results. Read more to understand Google Ads in greater detail, or book in a call with our team to talk about advertising your pharmacy on Google.

16. Have a good pharmacy website

Don’t invest in a poor website with a lack of support. It’s just a waste of time and money for everyone. Instead, invest in a good, solid, mobile-optimised site that is flexible and has support. This will be your digital hub and you can do so many things with it. For example, you can:

  • Allow people to register for your EPS service
  • Integrate WhatsApp business on there
  • Provide as much information to your visitors as possible
  • Shop for items if you have eCommerce
  • Allow people to order their repeat prescription
  • Book your pharmacy services, right there and then (see below)

A website is mandatory because it links all the other digital channels and will allow you to direct your marketing efforts from these channels.

what does a good pharmacy website look like?
Check out this article for more on what makes a killer pharmacy website.

17. Develop an online booking system

We’ve recently begun exploring this with clients in how to market a pharmacy better and my gosh, it’s good we did. People want to book online for services. Fact. If you offer clinical services, then this is no doubt in your best interest.

With the right marketing around it, you’re able to drive 100’s of bookings every month, seamlessly, for the services you offer, which will then drive 5-star reviews for your practice automatically.

The other great thing about having such a system online is that we are able to measure our success here much more effectively.

Pharmacy Online Booking System

Build an online booking system and host all the services you offer

Please get in touch with us if you want this built thoroughly and efficiently.

Alternatively, if you want to build this yourself, you can of course. If you’re in Europe, you can access the booking calendar here, and in the States/Canada/Australia/New Zealand, you can access this calendar.

18. Other social media channels

LinkedIn is great for connecting with CEO’s and marketing to corporations. WeChat is great for engaging with your local Chinese community if you’re thinking about delivering the HPV vaccine. Tik Tok is a new platform, specifically for video marketing. Next Door is a local app you can use to market to your neighbours.

The options are genuinely endless. And frightening at times.

Analytics

You can’t talk about marketing without talking about analysis. Simply put, you have to analyse your marketing efforts.

Some marketing efforts are difficult to analyse. For example, you can’t really be certain how many people walk into your store because of an Instagram post they saw or a flyer that was given out unless you had an excellent feedback system in place where you asked them.

You can measure, however, what kind of engagement you’re getting online and certainly how we’ll you’re doing for online paid marketing. This is really important to understand if what you’re doing is working or not, and to point you in the right direction.

Analysing your results on a monthly basis is key.


My name’s Saam and I wrote this.

I’m more than happy to talk to you about how to market your pharmacy better and any of the items spoken about here. I can help you strategise better if necessary.

Please don’t hesitate to get in touch.

All the best.

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