In this presentation delivered at The Pharmacy Show in 2021, Saam talks about how Search Engine Optimisation (SEO) can help plant your private services on the first page of Google and drive significant revenue from them
SEO_ Pharmacy’s Missing Secret Weapon - Sign up to download the full version
The presentation has been transcribed below:
That graph represents the most remarkable story for a particular independent pharmacy up in Scotland.
Can you see that red arrow there…that’s when I still classed the business as a pharmacy back in May 2020.
Its private service offering was doing well but like most other pharmacies, its bread and butter were prescriptions.
But fast forward to today, I can no longer call this business a pharmacy. A more accurate description would be along the lines of:
“Hollistic Primary Healthcare Hub”
Let that slide sink in for a second.
Look at how the private service offering today now dwarves its NHS services, and look at the variety there. Not only can you get your prescription, but this “pharmacy” can also help you:
- Get your yellow fever vaccine before you travel
- Remove that excess build-up of wax in your ears
- Feel more energetic with a Vitamin B12 injection
- Clear up your chest infection with antibiotics through its private GP offering
- Access a dentist immediately to help with your persistent toothache
- Help you lose weight via the most powerful POM treatment on the market
And much, much more…
It truly is a one-stop-shop for many of your healthcare needs.
Furthermore, this business is absolutely thriving financially. The private service side is generating more revenue than its NHS side, and much more profit. Prescriptions have become their secondary source of income. They are now working on automating more of their prescription journey so that profits can improve on that side too.
For me, that’s the future of Community Pharmacy. Automating the prescription journey as much as possible and focussing on the provision and growth of clinical services.
Not only will you be building more avenues of revenue, but you’re stepping away from the mundane tasks of checking prescriptions towards a more fulfilled holistic service approach, and improving access to healthcare in your area.
This kind of opportunity exists for all pharmacies around the Nation. It’s how your gonna survive and massively thrive.
Now, getting to this position requires that you innovate and think about your business in a different way.
There are many factors that you have to consider, such as:
- Getting trained to provide these services in the first place
- Making sure you have the right resource levels to deliver
- You’ve developed strong SOP’s , and so on.
Essentially, you need to be in a position to be able to deliver these services well to your patients.
But aside from delivery, you will not get towards the success levels of this pharmacy without the right digital infrastructure around your services, and investing in marketing. And in terms of marketing, one of the secret weapons to driving 100’s of clinic bookings every month is Search Engine Optimisation, or SEO.
SEO is what I’m gonna talk about primarily in this session. It is the most underutilised marketing tactic in pharmacy but one that offers the biggest opportunity, and I firmly believe it can change the landscape of Clinical Community Pharmacy.
So just before we get into the juicy world of SEO….the rest of this content is available in The PM Academy! Sign up for free here to download all the slides and the transcript 🙂