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How we’re helping a pharmacy in Edinburgh generate over £15k per month in Pharmacy Service revenue

“We had no digital presence before we used the services provided by Pharmacy Mentor and our profits were being eaten up by ridiculous fees. Now, we’re generating over 100 bookings per month through our own slick and seamless, money-generating automated system.”
Shahzad Aziz – Newington Pharmacy and Edinburgh Travel Clinic

About

Newington Pharmacy is a local independent community pharmacy serving the populations in Edinburgh. They are a popular, long-established chemist who understands that innovation is the only way forward in this tough, competitive climate.

Challenges

The challenges that Shahz faced were:

  • He knew the pharmacy had the potential to deliver many more pharmacy service consultations but he didn’t know how to achieve that.
  • He wanted to avoid giving half of his profits away to the company that provided the PGDs for him.
  • He had no marketing strategy of his own. The pharmacy had no digital presence.

Solutions

Pharmacy Mentor works with them to develop a bespoke digital marketing strategy with the goals of:

  • Building their own online booking system with integrated Pharmadoctor PGD consultations
  • Integrating the online booking system into their pharmacy website
  • Building a dedicated Travel Clinic website to dominate keywords associated with their Travel Clinic
  • Develop and execute an organic social media strategy through Facebook, Instagram, and Google My Business
  • Drive higher numbers of bookings through paid Google Adwords

Results

With the entire scope of marketing conducted, we have transformed the business in terms of the pharmacy services they offer, their Travel Clinic in particular. We have significantly increased monthly revenue and profits for them.

Notable outcomes of marketing efforts:

  • Positioned on page 1 of Google for most search terms associated with their pharmacy services in the locality, organically. This was achieved 3 months after the build and optimisation of their new website. The website is generating over 300 new users and >1000 page views per month, organically.
  • Our marketing efforts have now begun to generate well over 100 bookings of various pharmacy services every month. The Travel Clinic and Medicspot being up there with the most popular:

 

Total bookings generated in September 2019

 

  • Google Ads have been performing very well over the last two months with click-through rates (CTR’s) averaging 16% and average conversions at 22%, which is much higher than the industry average.

 


Saam Ali - The Pharmacy Mentor

If you’re looking for help in marketing your services better and building on online presence, then please get in touch with us and we’ll be glad to help.

How to market your pharmacy (1)
,

How to Market your Pharmacy – The Ultimate Guide (2020)

 

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. 40 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 now live, pharmacies should be living 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 2019 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, you’re not a marketer. So you’ll need help implementing, or at least advising on the best way forward. I’m more than happy to speak to you at any time by email, WhatsApp or phone. That being said, if you have a marketing background, you can also tell me to sling one.

 

In-store Marketing

 

1. Train your pharmacy team

Can’t stress this enough. Your pharmacy staff, if 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 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 come 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 now, space is inadequate and the lighting is poor, then you’ll no doubt benefit from a redesign of your pharmacy.

I know a guy called Chris who runs the most popular pharmacy design company in the UK and he’ll 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 the 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’ll bring people into the store and engage them while they’re in there.

Healthpoint TV are providing excellent solutions for pharmacies. Give them a high-five for me if you get in touch.

 

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. I’m a big fan of an application called Swipii. They’re helping 100’s of local businesses drive customers into store. If you want this setting up, get in touch with me so I can intro you. You’ll get a discount and I’ll get a free pencil or something similar.

 

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 the 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. I could have placed this in the inbound marketing section too.

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

Phonecalls 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, that 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 a market occasionally but directly to them.

Other Apps that incorporate direct marketing features include prescriptions 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?

I’m not going to recommend a particular system here otherwise I might get in trouble. But if you are thinking about changing your PMR, 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 all depends on the creative that 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 out 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).

More than happy to talk to you about our Mailshot service.

 

11. Visit key stakeholders and other businesses in the area

I remember when I used to work for Boots on Ecclesall Rd 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 and schedule 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, for me, go hand-in-hand because Facebook owns Instagram and they’re heavily connected. 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 2019 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.

That’s why 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).

 

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. It cost him £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 is all about driving raw return on investment through optimising ads and analysing results. Get in touch with me if you want to discuss it.

 

16. Have a good pharmacy website

Don’t invest in a poor website with lack of support. It’s just a waste of time and money for everyone. Instead, invest in a good, solid, mobile-optimised site which 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 you 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.

 

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.

 


 

Have you heard of ProLongevity? A client of ours has created an evidence-based diet programme that is helping patients reverse their diabetes and live healthier, for longer. You can view more information here about prediabetes and the course to see how you could help sell this to your patients.

Disclaimer: Pharmacy Mentor is not affiliated with ProLongevity and we do not make any money from promoting this product.

 

How to market your travel clinic
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How to Market your Travel Health Clinic – The Ultimate Guide

CLICK THE IMAGE BELOW TO ACCESS THE LECTURE SLIDES

How to Market your Travel Health Clinic

Marketing your Travel Clinic is absolutely, 1000% required for its success. But, putting a poster up about it in your pharmacy and phoning up the GP to let them know you offer it doesn’t cut it. We live in a time where more and more travel clinics are coming into existence and competition is on the rise. Furthermore, you have a plethora of marketing channels that, when used effectively, will drive up to 1000% more consultations in some circumstances. So, it makes sense to have a solid marketing plan in place when offering a Travel Clinic.

 

In November 2018, our Director, Saam, presented at The Travel Health Conference. And yes, he aptly presented “How to Market your Travel Health Clinic”. In the presentation, he gives you a breakdown of what channels you should be thinking about, both online and offline, when marketing your Travel Clinic for optimum awareness and conversions.

 

In this learning module, we’ve transcripted the whole presentation for a better, more effective learning experience. If you have any questions or would like help in marketing your Travel Clinic, then please don’t hesitate to get in touch with us at support@pharmacymentor.com.

 


 

The Pharmacy Mentor team are partnered with PharmaDoctor and ECG Training to provide pharmacies with a One-Stop-Shop solution to the effective running of a Travel Clinic. Make sure you check them out!

 


Slide 2

Sometimes, especially as business owners, we forget the most important reason we do what we do in the pharmacy. So, to begin this presentation, I’d like to remind everybody in this room, including myself, what that reason is.

 

It’s to help people. We’ve been granted a position to help improve people’s lives every single day.

 

That is an incredibly prestigious position to have and something we should all be grateful for. I’m sure you can agree that there’s no better feeling than when a patient has thanked you because you’ve made their life better.

 

And it’s this principle of helping people that should always lie at the forefront of your Travel Clinic. We get so entangled in our daily operations in the pharmacy, it’s something that we often forget. Providing your best patient care must be at the top of your agenda.

 

Slide 3

Supporting this Golden Principle are the reasons why running a Travel Clinic is a good idea:

 

  • We’re improving access to yet another healthcare service. It makes sense – we’re the most accessible healthcare team there is.  

 

  • Over 70 million trips abroad are made every single year in the UK but only 50% of those seek advice before travelling. This represents a huge opportunity for Community Pharmacy to step in and make a real difference.

 

  • And if you do step in, then you’re looking at potentially making a lot of money from it. I’m working with some owners who are making close to 5 figures a month purely from Travel Health and there’s still plenty of room for improvement.

 

  • And of course, you’ll be reducing pressures on GP’s and the NHS who are notoriously known for being at full capacity and overburdened.

 

Slide 4

The vast majority of pharmacies in the UK who employ a travel clinic are not experiencing the maximum benefit of it, nor are the people they deliver the service to.

 

Pharmacies could be making a much greater impact in their Communities and offering their patients a better overall experience. While delivering an outstanding service to your patient is critical to its success, an equally important factor is how you market it. This is an area that most business owners struggle with but is where much of the opportunity exists.

Slide 5

Improving your marketing around your travel clinic will increase how many people use your service. That’s an absolute fact and that’s why marketing exists.

 

Q. So how do we improve and maximise our marketing?

 

In fact, let me rephrase that.

 

Q. How do we improve and maximise our marketing with the budget and resource we have?

 

Marketing can be very complex and the more you can budget for it, the more you can get out of it. But we’re not made of money of course – we have our limits. And it’s complexity means that I won’t be able to fit everything into the next 20 minutes I’ve got with you anyway.

 

Rather, I’m gonna summarise the most important elements of marketing you should consider for this particular service, with more of a focus on the digital side of things.

Digital marketing seems to be the biggest challenge for pharmacy owners but it happens to be an area of expertise for me.

 

Slide 6

Let me give you a 30-second synopsis of me and what I do. I’m a Community Pharmacist of 12 years and counting and many moons ago, I set up one of the first ever travel clinics at Boots which was a great success.

 

However, back in 2014, I took a break from practice and dived head first into the online and technology sector. I taught myself how to build websites, learned how to create high-quality digital media and have been perfecting digital marketing ever since.

 

So, at the beginning of 2017, I launched a digital marketing agency that focuses primarily on the Community Pharmacy sector. Through trial and error, keeping up to date with the latest social and digital trends, and evaluating data and feedback, we know which channels make a real difference to your pharmacy business.

 

Slide 7

So, getting back to answering this important question…How do we improve and maximise your marketing with a reasonable budget?

 

Well, there are three types of marketing you need to consider. These are:

 

  • In-store marketing
  • Direct marketing
  • And Inbound marketing, of which Digital marketing is a big part of.

 

Let’s go through each one individually…

Slide 8

In-store marketing is something you’ll all be familiar with and is pretty standard duty. I’m not going to go into too much detail about this type of marketing because you guys will know quite a lot about that already.

 

There are a couple of items I would like to mention however that I feel are very important. In-store marketing involves your staff actively talking about the service in your store. I know, as a pharmacist myself and having locumed across the country, that staff fail to talk about these types of services, even when the subject pops up in conversation! It’s a pandemic across many pharmacy teams.

 

But it exists because the staff have not been briefed well enough to talk about them confidently to a patient. They don’t know what the purpose of the service is and what it all entails.

 

So, my advice on that front is to turn every single member of staff into confident marketing machines. Give them the reasons behind WHY you’re going to implement a travel clinic and a brief about what it involves. If you’ve got a training module to show them, then that’s even better.

 

And very importantly, make sure everyone knows how to book someone in for an appointment. You’re gonna lose sales otherwise. Developing your staff is developing your business.

 

Slide 9

The other item I’d like to mention is about digitising your in-store marketing. More and more pharmacies are adopting for digital displays and there’s a good reason for it.

 

Since the launch of the smartphone, the human brain has become complacent. Our attention span today, quite sadly, is at an all-time low at just 8 seconds. That means, if our mind isn’t constantly stimulated, we get bored quickly and forget easily.

 

That’s why video is the most engaging and converting form of content marketing there is today.

 

If you don’t yet have digital displays in your pharmacy then I strongly suggest you think about investing in them. Not only will they help you convert more customers, but they will also save you plenty of time in constantly changing marketing material in the long run.

 

Slide 10

The next type of marketing is Direct Marketing.

 

This is where you contact businesses, organisations, and people directly to let them know you’re offering a travel clinic. It’s targeted, personal, cost-effective, and does deliver an ROI.

 

Yet, hardly any pharmacies employ it.

 

Slide 11

How many of you have mailed out letters to your Community?

 

You’ve all seen the letters sent out by Pharmacy2U. That’s direct marketing on a HUGE scale and although their copy is dubious to say the least, they’ve not broken the law and it’s been hugely successful for them.

 

What’s stopping you from doing the same on a local level? There are plenty of services that can help you with this. However, do bear in mind that this is one of the more expensive options.

 

As well as contacting the end user directly, you should definitely consider sending out letters to every one of the following in your city or catchment area:

 

  • GP Surgeries – That’s a given.
  • Travel agents – Again, fairly obvious why.
  • Police Stations – Because police officers need to have a Hep B vaccine for their work
  • Mosques – Because Muslims will need the meningitis vaccine before they travel to hajj
  • Colleges and Universities – Because many students take a GAP year abroad
  • And any other type of organisation you think will be affiliated with your target customer

 

Again, we’re always having to consider budget here. But mailing out to more people and organisations will lead to more people knowing about and using your clinic.

 

Slide 12

Email marketing is another form of direct marketing, has been around for decades, and can be effective. However, since your a local pharmacy, it’s unlikely that you’ll have any email addresses to begin with.

 

They can be sourced online, but bear in mind, if you buy a bunch of cold emails to market to, you’re conversion rate will be much poorer than a list you’ve built up yourself over time. I’d avoid this type of marketing unless you already have a list of people to market to.

 

Slide 13

So, an alternative this could be the use of LinkedIn. This channel allows you to reach out directly to the people and key stakeholders that matter to you. If done correctly, this can be a very powerful form of marketing.

 

If you’re already connected with a key stakeholder, i.e. they are your 1st-degree connection, simply send them a message to let them know you’re now offering a Travel Clinic.

 

If they’re, say a Director of a company, why not send over a digital voucher giving all 200 employees a 10% discount off their travel health purchases.

 

I know this type of marketing is effective because I do it for my own business with success and some clients of mine have had success with the flu season at present.

 

And if you’re not connected on a 1st-degree level to any important key stakeholders, you can always pay to message them directly. Now I’m not entirely sure how effective this kind of paid outreach is in terms of conversions but it’s just another option you could try. Budget with £50 and see what kind of results you get. Marketing is all about testing to see what works and what doesn’t work.

 

Slide 14

There’s another form of direct marketing which is relatively new to the scene but is making a significant impact in the local business world. That is WhatsApp marketing.

 

I only know a very small number of pharmacies employing WhatsApp Business in their strategy but the feedback has been excellent from it. It makes sense. It’s the easiest and most popular form of direct messaging we have today. On top of that, all messages are securely encrypted for confidentiality.

 

I highly recommend that every pharmacy owner UK employs WhatsApp Business in their marketing strategy.

 

It’s gonna improve conversions for your Travel Clinic and every other service you offer in store, and your customer loyalty will go through the roof. Can you imagine how happy customers will be WhatsApp’ing their local pharmacist?

 

I’m pretty sure this app is gonna reduce the number of phone calls you’ll get at the pharmacy too. It’s a real winner in my eyes.

 

Slide 15

There are, of course, other forms of direct marketing you could employ, such as:

 

  • Leaflet dropping, again proven to be effective
  • Using Swipii, the digital loyalty scheme that seems to be going viral in the local business world
  • And messaging people directly through other social media channels, such as Instagram and Facebook.

 

The more methods of direct marketing you can cover, the more likely you are gonna convert people.

 

Slide 16

And finally, we arrive at the realm of inbound marketing.

 

This type of marketing is a technique of drawing in the customer using content marketing, social media marketing, search engine optimisation, and branding. It’s kind of like your in-store marketing, but online.

 

Let me explain what and why you should employ the following marketing tactics to promote your travel clinic.

 

Slide 17

If you’re running a travel clinic, it’s absolutely mandatory today that you give the patient the option to book an appointment online. Or at least, for them to be able to begin their consultation online.

 

We’re in the year 2018, not 1998. As a consumer myself, it horrifies me when I see that I have to ring up and speak to another human being, just to book me in. For the sake of the consumer and yourselves, please, automate this process. Make it as seamless and simple as possible for the patient.

 

Having a booking calendar and online consultation process is one thing. But they render useless if no one can find it. So, How do we get people to find this online?

 

Well, there are loads of ways we can do this. Too many to go through with the length of this article, but, I’m gonna explain a few of the most important ones you should consider.

 

Slide 18

Creating good quality content in the form of a blog, which is usually incorporated into your website, will help people find your Travel Clinic much more effectively. That’s because it caters for how we are searching for this service in the first place.

 

When someone is looking for a service they’d like to use today, they won’t type the name of a business into Google, they type the exact phrase of the service they want to find. These are called “keywords”.

 

In terms of a Travel Clinic, people are logging onto Google Search and typing in “travel clinic + location”. That’s why, if you have a piece of content online, such as a blog post, optimised for these specific keywords, you can get to page one of Google. And if your blog post has a link directing patients to your online consultation form, then it’s a winner.

 

Slide 19

I often get asked if it’s worth conducting Google Ads. For your Travel Clinic, the simple answer is, yes it is.

 

You only need to type “travel clinic + your location” into Google to understand this. For example, if you type in “Travel Clinic Luton”, you’ll see a bunch of Ads right at the top of the first page. This shows you how competitive those keywords are.

 

Google Ads are worth trying, like all marketing channels, to see if you get a good ROI. However, this type of marketing is complex, usually requires more of a budget and will most definitely require outsourcing. If this is something you’d like to do, then come and speak to us.

 

Slide 20

Keeping on the subject of Google, your Google My Business profile is yet another extremely valuable tool when marketing your Travel Clinic.

 

When you type the exact name of your business into Google, you’ll see a profile appear, like the one you can see in the corner of the map there. It holds vital information regarding your pharmacy. That’s your Google My Business profile.

 

By verifying your business on Google, you’re able to add plenty of information to your profile about your Travel clinic for people to see. You can even add photos and videos, just like we’ve been doing for this pharmacy. And you can also categorise your business as a travel clinic too, secondary to a pharmacy.

 

Enabling this will mean that when someone is searching for a Travel clinic in your area, your pharmacy will be seen on the map. Tremendously powerful and again, should be mandatory in terms of marketing.

 

Slide 21

And of course, one of my favorite types of marketing that can’t be excluded from your marketing strategy is Facebook Ads.

 

Paid advertising on Facebook is by far the quickest and most cost-efficient way to reach 1000’s of people in your locality. Furthermore, you’re able to target your preferred customer.

 

As an example of how effective Facebook Ads can be, we created an Ad for a pharmacy down in Birmingham, to promote the launch of their travel clinic. We spent £10 and targeted only the people within a 10-mile radius of the pharmacy, between the ages 18 and 65, and who are interested in travel topics. Two days after publishing, the pharmacy sold £400-worth of Travel Health products to a single customer. And we know that this sale was attributed to the Ad because we asked the guy how he knew about the service.

 

As another example, for a pharmacy down in Colchester, we pushed a £50 Ad to promote the launch of their travel clinic, targeting similar demographics. The Ad reached 19,000 people in the area, and in that first month, the pharmacy completed 11 consultations and totaled £1,200 net profit. Again, we know the Ad influenced people because we asked them how they knew about the service.

 

Facebook is a must for Community Pharmacy. I’d budget around £25 to £100 a month to market your travel clinic at a single location, at least for the first few months of its launch, and then in the summertime again.

 

Once more, please talk to us about the best strategy to deploy when it comes to Facebook Ads.

 

Slide 22

There are many other Social Media channels you can market through, but one other worth mentioning quickly is Instagram.

 

With around 18 million monthly users and a largely younger demographic between the ages of 18 – 34, Instagram can come in handy.

 

What I like about it in terms of marketing your travel clinic is that you can create good and engaging campaigns just by using high-quality travel images. It’s definitely worth employing and building up a local audience with time.

 

Slide 23

So to summarise what we’ve been through right now:

 

  • When it comes to in-store marketing, as well as making your pharmacy look pretty with posters and leaflets, think about how you’re going to prepare your team to become marketing machines and about digital displays.

 

  • For direct marketing, we talked about how mail marketing can be very potent. We dabbled in LinkedIn marketing and its direct messaging feature, and I highly recommended the incorporation of WhatsApp Business or PharmZap.

 

  • And for inbound marketing, we briefly discussed the importance of an online booking calendar, how blogging can improve the visibility of your Travel Clinic on search, how it could be worthwhile conducting Google Ads, how optimising your Google My Business profile will place your clinic on the map, and the power of Facebook Ads.

 

If you manage to conquer all of those marketing channels, you’ll no doubt be the king of Travel Clinics in your region.

 

Slide 24

Now, you’ll probably have read this and will be thinking…“Well, how on earth am I going to implement all of that? I don’t have the time nor the skill to execute.”

 

You’re right. Time is a huge limiting factor. But marketing is a journey, not a sprint. It can be implemented gradually and adjusted accordingly so you’re only focussing on the things that work.

 

If you can do some of it, or a competent member of staff could take on some tasks, then that’s great. And of course, you have external help too. You know more than me that it’s all about utilising every possible resource you have available to you.

 

Slide 25

And finally, I must mention the word “strategy”. This is key for any business activity and it absolutely applies to marketing as well. Following a well-laid out plan always produces better results than when executed blindly.

 

Please do not hesitate to get in touch with us to help you develop a solid marketing strategy for your business, or if you need assistance in marketing your travel clinic.

 

 

If you’d like to talk to us about getting digital, or anything related, please feel free to contact us and we’d be glad to assist you. Also, don’t forget to check out The Ultimate Guide to Driving Your Pharmacy Business in the Digital Age, a free 70-page manual, that is really helping pharmacists understand the importance of new and emerging technologies.

 

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Case Study: Reach Pharmacy’s Flu Jab Service Google Domination

Marketing your Flu Jab Service Digitally will help you deliver more vaccinations

Marketing your Flu Jab Service digitally will help you deliver more vaccinations

About

Reach Pharmacy are a small chain pharmacy in and around the city of Glasgow in Scotland.

Challenges

The director has a good understanding of digital marketing and knows how important it is when promoting services locally. He wanted to create more visibility of the Flu Jab service they are offering on Google but didn’t want to go down the route of paid advertising.

Solutions

Pharmacy Mentor creates an optimised blog post that focusses on the most common keywords associated with the flu jab service in Glasgow.

Results

After two months of publishing, the blog post has topped Google for the keywords “flu jab Glasgow”, beating the likes of Boots and Lloyds. Analytics confirmed the posts’ popularity during the 2017 flu season and is expected to be better engaged for 2018 and beyond. The combination of this blog post and their Pharmacy Flu Jabs entry means they are dominating the Google rankings in this niche.


If you’re looking for help in marketing your services better and building on online presence, then please get in touch with us and we’ll be glad to help.

DRIVING ACQUISITION, VISIBILITY AND RECOGNITION FOR MY LOCUM CHOICEDRIVING ACQUISITION, VISIBILITY AND RECOGNITION FOR MY LOCUM CHOICE
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Case Study: Driving acquisition, visibility and recognition for My Locum Choice

My Locum Choice - A UK-leading locum platform for pharmacists and other healthcare professionals

The boys from My Locum Choice, finalists at the C&D award ceremony 2017

“Excellent help and support. Bringing pharmacy forward. Has developed and is driving a digital strategy for our company that is growing and engaging our audience, but is also helping us acquire new clients.”
Mitesh Shah – Chief Executive Officer

About

My Locum Choice is one of the UK’s leading agency for locum pharmacists and other healthcare professionals. Their innovative online platform provides an all-round solution for their clients.

Challenges

Although the directors were relatively active on Social Media, there wasn’t a clear and defined strategy that was leading to growth and acquisition. Furthermore, their social activity ate up vital time that was required for other business activity.

Solutions

Pharmacy Mentor works closely with the team to develop a solid strategy and then executes The Social Media and Search Engine BOOSTER Pack, with more a focus on Facebook, LinkedIn and SEO.

Results

Completely revamped their blog and developed The Ultimate Guide to Locum Pharmacy as their cornerstone article. User experience is greatly improved. Creating highly targeted blog content on a monthly basis to position their company higher on Google for a number of important keywords.

A significant increase in engagement and audience numbers across Facebook and LinkedIn. Social activity is leading to an increase in client acquisition, but the time freed up is allowing the directors to focus on other aspects of the business, including client retention.

Saam Ali - The Pharmacy Mentor

If you’re looking for help in marketing your services better and building on online presence, then please get in touch with me and I’ll be glad to help.

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Case Study: The Birth of a Digital Green Cross Chemist

 

Helping one of their branches promote themselves and their Christmas stock across Facebook

“Pharmacy Mentor have transformed our digital capacity with a brand new website, a Facebook page and regular postings, online videos and a growing digital community of patients and customers. And this is just the start! “
Andrew – Director and Superintendent Pharmacist

About

Green Cross Chemists Ltd are the largest chain of Independent Pharmacies in Sheffield and have been providing healthcare in the city since 1992.

Challenges

Although the company director understood the importance of being online, he didn’t know where to start and was unable to find the time to dedicate to it. This led to long delays in getting a website created, let alone introduce Social Media into the company strategy.

Solutions

Pharmacy Mentor creates and executes a bespoke digital marketing strategy that includes:

  • Creating a custom-built, modern website designed for the experience we expect from users today
  • A tailor-made Social Media Marketing pack covering Facebook and Instagram
  • Blogging for target keywords around their pharmacy services

Results

The company is now proudly and prominently positioned online. Their professional website mirrors their company on the ground and is receiving queries via email to help reduce the number of calls in the pharmacy.

Pharmacy Mentor is driving a strategy on Facebook (organic and paid) and Instagram. This is helping grow and engage with a loyal audience in their catchment areas and build brand awareness. This is now an integral part of their overall business strategy.

By creating highly-targeted blog posts, we’re positioning their pharmacy services on page one of Google for the keywords people are searching for. As a result, website traffic has increased and their services are now competing better with those offered by the large chains.


If you’re looking for help in marketing your services better and building on online presence, then please get in touch with us and we’d be glad to help.

5 POWERFUL TOOLS TO HELP EXPOSE YOUR FLU JAB SERVICE
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5 Powerful Tools to Help Expose your Flu Jab Service

LEARN THROUGH VIDEO

LEARN THROUGH READING

What are you doing digitally to promote your Flu Jab Service?

It’s the beginning of the Flu Season and we’re all set, ready to jab away. Your pharmacists and consultation room are signed off, the staff have been briefed about procedure and you’ve plastered marketing material all over your pharmacy.

However, have you done anything on a digital level yet? Are you maximising the exposure of your service to reach those who don’t just walk past or come into your pharmacy organically?

In this tutorial, I’m collaborating with Pharmacy Talk – Uniting Pharmacy through Conversations, to talk to you about 5 online tools that will help you magnify your marketing efforts around the flu jab service you offer this year.

1) Facebook

 

 

A simply brilliant tool to help you market your Flu Jab service is Facebook. On your business page, you can promote via the services tab, building an offer, pinning your posts, creating an engaging header and much, much more.

But your page isn’t the only feature of Facebook that can help you. You can message businesses directly through their own pages, publish posts in local relevant groups and even create a group yourself that will give you influencing power over a significant number of people. As an example, what I have done for one of my clients recently is create a group purely for the shops and businesses in the local area with the goal of improving communication. Local businesses have willingly joined and I can now post updates in there about the flu jab service they offer. Powerful marketing at zero the cost.

If you’d like to begin driving your flu service and business in general on Facebook, The Pharmacy and Social Media Mastery Course is the perfect place for you to start. Click here for more info.

NOTE: Due to the nature of Facebook today (Aug 2018), the organic reach of your posts through your page has deteriorated significantly. That’s why Facebook Ads are more important than ever in order to reach your target audience effectively. Facebook Ads are very powerful and that’s why I pretty much always include them in the digital marketing strategies I create for my clients.

2) Pharmacy Flu Jabs

 

Add your pharmacy as a listing to Pharmacy Flu Jabs

 

I teamed up with PharmData to create a platform called Pharmacy Flu Jabs which helps the public find a pharmacy that provides the flu jab service quickly and easily. At this time of year, there is always a spike in the search terms associated with the flu jab, meaning people are looking for information about it online. By adding your listing on here, you’ll become much more visible as a flu jab provider online, making it much more likely for people to choose your services.

3) Update your website

 

Update your website with promotional flu jab material

 

Your website is your online shop window, so make sure you or your developer updates it to reflect that you’re providing the flu jab service. Just like I’ve done with this client. As soon as the user lands on the site, they can’t miss it. The button leads to a blog post I created about the service which is now showing up on page one of Google, or if you have an online booking calendar, it could just as easily direct to that too.

4) Create a post on Google My Business

 

Google My Business can help you promote the flu jab service

 

It’s imperative as a local business that you have a Google My Business profile owned and validated for your pharmacy. If you don’t, then you’re simply missing out on a great opportunity to improve the visibility of your pharmacy online. Within the application itself, you can create posts about your flu jab which is fantastic free advertising.

Look at the post I created for Crosspool Pharmacy a few days ago. If someone now types in “Crosspool Pharmacy” into Google, they’re going to land on their Google My Business profile, and you can see a very visual promotional post on the Flu Jab service they offer. If you click on it, it gives them more info and this button takes them to a blog post on the flu. Not only is this helping with service awareness, it’s helping position this blog post higher on the google rankings. A great little feature that all pharmacy businesses can be using.

If you’d like to set up your pharmacy on Google My Business, then you can take this course which will walk you through the whole process, step-by-step. Using instructional videos, the Drive Pharmacy Footfall with Google course will teach you how to use the tools within Google My Business to attract new customers.

5) Yell.com

 

Yell.com - The perfect tool to expose your Flu Jab Service

 

And the last thing I’m going to talk about is yell.com, the biggest business directory in the UK. Here, you have the contact details of pretty much every business in your locality who you can connect with and talk to about your flu jab service. Whether it’s through email or by phone, contact every single business and offer them the option to get them and their staff vaccinated. You could offer them a 10% discount to make your offering more attractive. Get one of your staff to take an hour out each day for a week and contact everyone within your catchment area.

Think digital. Think further than the walls of your pharmacy

By using these online tools, you’re gonna maximise the exposure of your flu jab service and capture more business than simply using the marketing material present in your pharmacy. If you need help with any of the platforms, again, I’m here to support you as always. Thanks for watching and I wish you the most successful flu season yet.

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

Saam

 

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

LEARN THROUGH VIDEO

LEARN THROUGH READING

“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