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Pharmacy First – A Guide for Growth in 2024

Pharmacy First – An Opportunity

The NHS Pharmacy First service is an initiative in the United Kingdom that is aimed at providing convenient and timely access to healthcare services through community pharmacies. The service allows patients to seek advice and treatment for common, minor ailments directly from their local pharmacy, without the need for a visit to a general practitioner (GP) or another healthcare professional.

The Pharmacy First Goal

The primary goal of the NHS Pharmacy First service is to relieve pressure on GP practices and other healthcare services by empowering community pharmacies to handle a range of minor ailments. This not only enhances patient convenience but also ensures that individuals receive prompt care for conditions that can be effectively managed within the scope of community pharmacy services.

This is huge for Community Pharmacy, and we believe that this going to help change the patient mindset from “prescriptions”s to “health clinic”, which is what a pharmacy is today.

Patients can access the NHS Pharmacy First service for the following conditions, currently:

Sinusitis
Sore throat
Acute otitis media
Infected insect bite
Impetigo
Shingles
Uncomplicated urinary tract infections in women.

Under each of these conditions, the pharmacy will be able to prescribe certain prescription-only medicines under a Patient Group Directive (PGD). For example, they’ll be able to prescribe Clarithromycin for a sore throat.

This represents a big opportunity for Community Pharmacy.

The Opportunity

As Pharmacy First begins to become more mainstream throughout the United Kingdom, we’re going to see increasing trends for related search terms on Google. We’re already seeing more searches for the term “Pharmacy First”, naturally, and we’ll be seeing an increase in searches for treatment and condition-specific terms like “clarithromycin sore throat”.

The search term “Pharmacy First” is naturally gaining popularity on search engines.

So where’s the opportunity?

Well, we want the patient to find you first for those search terms. We want them to land on your website, learn about what conditions you can treat, and then book in to see you.

While the funding model is relatively fixed right now, this needs to be seen as a long term strategy for success. Not only are you going to be generating revenue from the model, you’re going to be gaining a new patient (customer or user) where, if you give great service, will be loyal to you. You will have got their details (email and phone number) and if you’re GDPR complaint, can market your other services to them.

This is where the biggest opportunity lies. Repeat business acquisition.

How to Market Pharmacy First

To ensure the success of Pharmacy First and capitalise on the opportunities above, pharmacies must adopt effective marketing strategies. Yes, the NHS will market Nationally for us. However, nothing beats more targeted, local marketing. Here are three key approaches:

SEO (Search Engine Optimisation)

Pharmacies should optimise their websites with the relevant keywords, create informative content about the common ailments and available treatments, and ensure their online platforms are user-friendly. If you do not have a website for your pharmacy or if your website has a poor user experience, it’s a good idea to get a new one. You can find out about our website development packages here.

Paid Advertising

Investing not too heavily in paid advertising can significantly boost the visibility of your pharmacy and its Pharmacy First services. Platforms like Google Ads allow pharmacies to target specific demographics and geographical locations, ensuring that their services reach the right audience. Crafting compelling ad copy that highlights the convenience, expertise, and benefits of Pharmacy First can drive increased traffic and conversions.

Social Media

Harnessing the power of social media is essential for connecting with your community and promoting Pharmacy First services. Pharmacies should maintain active profiles on popular platforms such as Facebook, Instagram and TikTok. Sharing informative content, success stories, and engaging with followers can build trust and awareness. Additionally, targeted social media advertising can further amplify the reach of Pharmacy First initiatives.

The Pharmacy First Development Module

If you’ve been following us for a while now, you know that we at PM are always pushing boundaries and developing new initiatives to help pharmacy excel. The Pharmacy First scheme is a prime example of how we’ve adapted to create something unique in the pharmacy marketing area.

We’ve built what we call a “Pharmacy First Development Module” designed to help promote your Pharmacy First service locally and help people find you easier. The module consists of (but is not limited to):

A specific Pharmacy First website bolt-on, built into your menu
Technically optimised condition pages
Booking calendar integration

If you’re keen to understand more about how this might work with your website, be sure to get in touch with our team today.

Contact Our Team

December 13, 2023/0 Comments/by Courtney

Unlock Success: A Comprehensive Guide on Marketing Your Ear Wax Removal Service

How To Market Your Ear Wax Removal Service

You’ve just set up an ear wax removal clinic in your pharmacy. The staff are trained, your consultation room is primed, and you’re ready to go!

But nobody is coming into the pharmacy. The odd person is signing up because they’ve seen it when they’ve come in for their prescription.

So, how do we get loads of people coming in?

One word. Marketing.

Marketing is the means that will help people find you online, generate engagement in the community and get people knowing you now offer this wonderful service.

If you don’t have a marketing plan around your ear health clinic, you’re gonna struggle with uptake. In a nutshell, that is.

And that’s why Pharmacy Mentor exists. To help you unlock the true potential of this incredible service offering. Ear wax removal is in great demand in your area, but the people around you just don’t know it exists. So we need to get in front of them.

Our team at Pharmacy Mentor have come up with an expert guide on how to market your ear wax removal service in the UK. We will be diving into the fascinating world of audiology and sharing valuable insights on how to effectively market your service.

Partnering closely with TympaHealth, the world’s first all-in-one ear and hearing healthcare assessment platform, we aim to empower healthcare professionals with the tools and strategies to promote their services efficiently.

Understanding the Market

Before delving into marketing strategies, it’s crucial to understand your target market.

Who are the potential clients seeking ear wax removal services? Where are they likely to begin searching for the service?

Identifying your audience helps tailor your marketing approach to their specific needs. Consider demographics, such as age groups, professions, and lifestyles, to refine your messaging and outreach.

Hint: Google (Search and Maps) is the biggie to dominate here. Get yourself plastered all over here for ear wax removal search terms. Speak to us to find out how exactly to do this.

Develop a Strong Online Presence

In the digital age, a robust online presence is non-negotiable. Start by creating a user-friendly website that showcases your ear wax removal services, staff expertise, and the advanced tools provided by Tympa Health.

Optimise your website for search engines to ensure it ranks high in relevant searches. We also recommend harnessing social media platforms, in particular, Meta (all channels), Google Business and TikTok, to engage with your audience, share informative content, and build a community around ear care.

Hint: The revenue you can make from this service is significant enough to treat as a whole new business. Consider creating a website designed specifically for this service alone.

Educational Content

Value is everything. Free, helpful content is KING.

Educate your audience about the importance of ear health and the benefits of professional ear wax removal. Develop blog posts, infographics, and videos that explain the procedure, highlight the risks of DIY methods, and emphasise the safety and efficiency of your services. Position your clinic/pharmacy as a trusted source of information, fostering credibility and building trust with potential clients.

Hint: Social media is a great channel for this. If you can do 1 x 30 sec video every month on this topic, it will go very far.

Collaborate with Local Healthcare Providers

Forge partnerships with local healthcare providers, such as general practitioners, audiologists, and paediatricians. Establishing a referral network can significantly boost your clientele. Provide these professionals with informational materials about your services and offer to reciprocate by referring patients in need of further care.

Drive ROI Quickly with Paid Advertising

One of the most effective and quickest ways to generate revenue from your ear health service, and in particular, microsuction ear wax removal, is via Google Ads. This is where we are paying to be seen right at the top of Google for relevant search terms associated with the clinic. For example, very popular keywords like “ear wax removal” or “ear syringing near me”.

Ideally, you want to be pointing people to more information about your clinic on your website, and get them to take action, like book an appointment or fill in a lead form, so we can track the conversion accurately.

We’re doing this for pharmacies across the UK with great success. Looking for help? Get in touch today.

Utilise Tympa Health’s Technology

Leverage the cutting-edge technology offered by Tympa Health to differentiate your services. Highlight the convenience and precision of the all-in-one ear and hearing healthcare assessment platform.

Use before-and-after visuals to demonstrate the effectiveness of your ear wax removal services, emphasising the advanced diagnostics and treatment capabilities at your disposal.

Tympa Health have their own marketing assets that they will provide for you when you sign up to the service, to help you along your marketing journey.

Hint: Embed one of these videos into your blog post

Implement an Expert SEO Strategy

Optimise your online presence for local searches to ensure your ear wax removal/ear health service is easily discoverable by individuals in your vicinity. Build out a keyword map so that you can create highly targetted content.

Optimise your Google My Business listing, include relevant keywords in your website service page content, and encourage satisfied clients to leave positive reviews. Local SEO practices enhance visibility and attract clients in your geographical area.

Hint: This is possibly THE most important tactic amongst the many here. Investing in this now will reap long-term rewards. Our CEO talks about SEO in more depth in this blog post.

Offer Promotions and Discounts

Entice potential clients with special promotions and discounts. Consider offering a discounted first visit or a package deal for multiple appointments. After all, ear wax comes back, right?

Limited-time promotions create a sense of urgency, encouraging individuals to take action and schedule an appointment for your ear wax removal services.

Host Community Events

Engage with your local community by hosting events that focus on ear health. Conduct informational sessions, workshops, or free ear check-ups at community centres, schools, or local businesses. These events not only educate the public but also provide an opportunity for face-to-face interactions, fostering a personal connection with potential clients.

Hint: The Facebook/Instagram Events platform is excellent and will allow you to conduct LIVE broadcasts to your audience.

Develop a Referral Program

Encourage satisfied clients to refer their friends and family by implementing a referral program. Offer incentives, such as discounted services or complimentary ear care products, for each successful referral. Word-of-mouth marketing remains a powerful tool in the healthcare industry, and a referral program can amplify your reach.

Hint: Looking for an effective referral software? Check out this helpful list.

Embed Testimonials and Success Stories

Feature testimonials and success stories on your website and promotional materials. Real-life experiences from satisfied clients add a human touch to your marketing efforts, instilling confidence in potential clients. Encourage clients to share their before-and-after experiences, showcasing the positive outcomes of your ear wax removal services. This can be super powerful.

Stay Informed and Adapt

The healthcare industry is dynamic, with new technologies and trends emerging regularly. Stay informed about advancements in ear care and hearing health. Adapt your marketing strategies accordingly, ensuring your services remain aligned with the latest developments. Regularly update your website and social media channels to reflect your commitment to providing state-of-the-art ear wax removal services.

Speak to Our Team

In conclusion, marketing your ear wax removal service requires a strategic and multi-faceted approach. By understanding your target audience, harnessing digital platforms, educating the community, and utilising Tympa Health’s innovative technology, you can create a compelling marketing strategy that sets your ear care clinic apart.

Remember, success in marketing is an ongoing process of adaptation and refinement, so stay committed to delivering exceptional ear care and promoting the well-being of your community. The Pharmacy Mentor team are here to support you on your journey to marketing success! Contact our team today to find out more or to get help with your marketing strategy.

P.s. Have you joined The PM Academy yet?

November 30, 2023/0 Comments/by Courtney

Business and Innovation, CPD Learning Modules

5 Reasons why
Independent Pharmacies should use Facebook

LEARN THROUGH VIDEO

LEARN THROUGH READING

I want to give you some statistics from the Social Media giant, Facebook, that I’m sure you will agree, are completely absurd.

1.9 billion people use Facebook every month, which is an increase of 17% from the year before, and is more than Twitter, Whatsapp and Instagram combined.
1.2 billion people log onto Facebook every day.
And every 60 seconds, 510,000 comments are posted, 293,000 statuses are updated, and 126,000 photos are uploaded.

Ref: Zephoria Digital Marketing

Facebook cannot be ignored. In fact, we can’t get away from the damn thing, and in this video, I’m gonna give you 5 reasons why you, as an Independent Pharmacy, should start using Facebook for your business.

Popularity

Firstly, Facebook is the most popular Social Media platform by a long, long way. More and more people continue to use Facebook and if you think the elderly don’t use it, think again. According to a report by SproutSocial, 56% of adults aged 65 and over, use Facebook. If your patients and customers are on their, it’s ideal for you to be there too.

Free and Powerful Marketing Tool

Secondly, it’s a free and very powerful marketing tool that will improve your sales and strengthen your brand. Organising in-store events, creating promotional offers and targeting a specific demographic of your local area are just a fraction of the tools Facebook offer which can really help boost your revenue.

Deliver Better Healthcare

Healthcare isn’t bound by the walls of your pharmacy any longer. Facebook is an extremely effective channel for delivering health advice and can be used to help more and more people stay healthy.

Build Stronger Relationships in the Community

Building relationships has never been faster and more effective. Through Facebook, we can communicate with local businesses and the community with ease, and as every business knows, better relationships mean better business.

Push Forward the Profession

And finally, by harnessing the power of Facebook, you’ll be pushing forward our profession. The more we use Social Media in general, the more we will establish ourselves as primary care in the community.

We can use Facebook to help the NHS Crisis

Facebook is undeniably important, and not just for your business and our profession, for the healthcare system as a whole. I fully believe that if every pharmacy in the UK learns to implement a solid Social Media strategy, it will help with the NHS crisis. Medicines wastage, unnecessary A&E referrals and GP waiting times could all be indirectly improved.

If you’d like to implement a Social Media Strategy within your Pharmacy, check out the Pharmacy and Social Media Mastery Course where you and your team can learn how to drive sales, improve your brand and build a stronger community.

Saam

February 28, 2017/0 Comments/by Saam Ali