You might think Nextdoor is just another social media app, and too much like hard work to adopt. Here’s why you should reconsider using Nextdoor for your pharmacy…
Why use Nextdoor for your Pharmacy? So much of the internet is engineered for remote, geographically neutral business. You buy without ever meeting anyone or even leaving your home. Most social media & online apps are focus on connecting you to communities based on interest, rather than proximity.
This works in the mainstream because there is more that connects us than living in the same area.
But living in the same area does connect us. If living through a lockdown has taught us anything, it’s to appreciate the things on our doorstep.
Nextdoor specialises in local community
Harnessesing the power of local in a simple way that most other apps don’t, Nextdoor specialises in connecting local people and takes it to the next level. They’ve recognised how popular those local neighbourhood groups you get on Facebook are, and based their entire app on making that experience as good as it could be. Instead of one page where everyone is talking about everything, you’ve got local interest groups, events, and Local Deals – all of which you can take advantage of as a pharmacy.
The range of features on Nextdoor.
1. It’s for Local People & Local Businesses
The challenge for small businesses with big social media platforms like Facebook & Instagram is how over-populated and commercialised they are. Nextdoor isn’t overcrowded. There isn’t so much noise that it’s hard for anyone to get heard. Nextdoor is about connecting local communities with local events and news.
This is what attracts the attention of so many users. Look at this local community facebook page and see how active it is (and this is just a village). Nextdoor plays on this popularity. When you want to advertise your services, you want attention from a relevant target audience. A Community Pharmacy should be at the heart of every neighbourhood on Nextdoor, because Nextdoor gives you both.
The competition and standard on Nextdoor from businesses is…practically zero, especially compared to Facebook. In fact, in my neighbourhood, the only actual business set up and using it in the right way is a local pharmacist.
As an added bonus, to sign up for Nextdoor, users must enter their address and verify their mobile phone number. This means Nextdoor doesn’t suffer from anonymous, spam, or abusive accounts, so you won’t get the type of negative comments you sometimes see on Facebook or Twitter.
2. It’s Word of Mouth, Online
Word of mouth – often touted by business owners as the best form of marketing. There’s certainly nothing like other people recommending your business. You can shout about how great you are, but coming from an independent source means twice as much.
People in the community are constantly asking for recommendations. Whilst you can be recommended regardless of whether or not you’re on Nextdoor, people can link your profile when recommending you. Your profile keeps all your recommendations, so people see how trusted you are in the community. This separates you and the competition when you’re both receiving recommendations.
These community pages are often untapped for the targets that matter most, like EPS & delivery sign-ups. You can advertise this as well as waiting for recommendations.
3. An Active, Engaged Audience
Nextdoor doesn’t have anywhere near as many active users as Facebook, but Facebook is a diverse crowd. Some people Facebook to post pictures, others to catch up with friends. In fact, very few people go on Facebook to keep up with the businesses on there! It just happens you can attract their attention whilst they’re there. Nextdoor is about what’s going on in the local community. It’s about finding the best places to go in the area. Showing up to people on Nextdoor has a higher chance of converting into paying business, because that’s often why people are there in the first place.
The Local Deals is the PERFECT place to promote any clinical services you offer. It’s basically like Groupon, but for local businesses. Just by discounting your service slightly, you’ll get free exposure and advertising in the Local Deals section and attract markets that wouldn’t otherwise find you.
The Local Deals section on Nextdoor – criminally underused by businesses. This is an opportunity for instant visibility to people with purchasing intent.
There’s also a functionality where you can create a local interest group. Because you register as a person before you register your business, you could start a “Health & Wellbeing” focus group in there for people interested in staying healthy. As a trusted pharmacist, you can use your personal brand to enhance your pharmacy’s reputation by offering relevant advice and products to your community when they’re asking questions about it.
The time is now to use Nextdoor for your Pharmacy
Nextdoor #4 Top Free Apps in Social right now, with over 10 million downloads. The app is absolutely on people’s radar right now. How long it remains so is the question always asked of any new popular app. But that doesn’t matter. Opportunities don’t have to last forever to be opportunities. Right now, people in your community are on Nextdoor. It’s so under-utilised by businesses right now, that Ad-spend and organic reach are through the roof value for money.
If Nextdoor is only hot right now, then now is exactly when you want to be utilising the attention. If Nextdoor rises in popularity, then now is the perfect time to establish yourself before there’s any competition. Either way, now is the right time to sign up to Nextdoor.
TIP: When signing up for your Nextdoor account, visit the email notifications. You don’t want an email every time Mary from Manchester Road thinks her cat is missing.
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How to Engage with your Community in the Digital Age
The Digital Age. It’s such a buzzword these days. I harp on about it all the time I suppose. But there is a reason. I’m not preaching for the sake of it. I’m shouting out about it because Community Pharmacy needs to hear it. Again and again, and again. Until it sticks.
October this year was a busy one. I spoke at the Pharmacy Business Conference, the NPA Conference, and The Pharmacy Show about how to Embrace your Community in the Digital Age. Essentially, I spoke about the importance of digital marketing for Community Pharmacy, how pharmacists can use these channels and what kind of result you’re likely to see if executed well enough.
Below is the manuscript for this particular talk, spoken at the Business Theatre at the ever eventful Pharmacy Show 2018. Please do get in touch with me if you’re thinking about marketing digitally to your Community.
The smartphone has completely changed human behavior. It’s changed the way we walk. Pre-mobile, human beings used to walk safely, in a straight line, conscious of the destination ahead of us. Post-mobile, this simple task has become a real safety hazard. In America, it’s estimated that around 6000 accidents happen every single year due to texting and walking. We’re completely oblivious to the world around us.
It’s changed the way we wake up in the morning too. How many of you, before you do anything, reach for your mobile and start scrolling in bed? I know a lot of you do because I do it too. In fact, I’ve had to work really hard to change my habits recently because my partner believed I was having an affair…..with LinkedIn.
And of course, it’s transformed the way we communicate. Social Media and Apps have made cellular data a thing of the past and are now the primary way we talk to each other. It’s staggering to think how many social channels of communication we use through our mobile every day. Facebook, Facebook Messenger, Whatsapp, Instagram, LinkedIn, Snapchat – the list goes on.
Here are just some of the latest statistics around the use of mobile and Social Media in the UK that will help you understand its influence better:
53 million of us (that’s 80% of the whole population) use the internet through our mobiles and 44 million are active social media. We spend on average around 5 hours a day on the internet and 2 hours a day on Social.
Smartphones are responsible for 38% of the total web traffic, which is a 10% increase year on year, while on desktop, although the share is larger at 51%, this is actually a reduction of 3% year on year. It won’t be too long before mobile traffic overtakes.
And 44 million of us use Facebook every month, 86% of which use it through their mobile and around 500,000 new people aged over 55 become active on Facebook, every single year. My mum, who’s aged 68, is an addict. A Facebook addict that is. It’s frightening how quick she responds to a post I put up online.
The point I’m making here is that the smartphone and social media are now fully integrated into human nature and affects pretty much every aspect of our lives. It’s altered the way we conduct our business and leisure and has a huge impact on our decision-making process.
That’s precisely why businesses incorporate these things into their overall business model. It’s the quickest way to communicate with their customer, let alone the most cost-effective.
In terms of a Community Pharmacy, communicating with a customer or patient digitally offers plenty of benefits:
It means we can talk to them beyond our four brick walls. We can talk to them actively in real-time and we can talk to them passively, 24-hours of the day, just by having content up online – such as a website.
We can talk to 10,000 people at the same time who live all around your pharmacy, at the simple click of a button.
If you’re looking to promote the new pregnancy pillow you just got in stock, you can choose to talk to only 100 of those 10,000 people who are women and who are likely to be pregnant.
And you can track how well you’re communicating the pregnancy pillow to these people.
Talking to people digitally can drive them to take action online or walk into your store.
You’ll save money on paper and traditional marketing methods.
And finally, it allows you to compete against other organisations offering similar services and who are talking to their customers digitally.
Engaging with your customers and patients in this manner is part of the vast sphere of Digital Marketing. This isn’t a new concept. It’s been around since the 1990’s when email first became free for the public to use, Google was born and the world was experiencing the dot-com boom.
However, Community Pharmacy, particularly the Independent Sector has never really grasped Digital Marketing. There remains a big pandemic of a lack of online presence and it’s easy to understand why. For years and years, we simply didn’t need to market ourselves so much. We were doing just fine organically from dispensing items. Good customer service, in-store marketing and a good relationship with the Dr was doing the job, so why change?
However, with the evolution of Digital Health and mobile technology in recent years, our health demands have changed. We want to communicate with a healthcare professional right away. We want our medicine to be delivered to our door and the very next day. And we want to access healthcare services as quickly as possible.
While elements of the previous business model we adopted are undoubtedly important, we must now incorporate digital health into the overall strategy and a significant arm of that involves digital marketing.
Digital marketing must be involved in protecting your business from the emerging competition who are providing similar services more conveniently. It must be involved in generating new streams of income to counteract the significant loss in dispensing fees we suffered not so long ago. It must be involved in effectively engaging with your Community now and in the future.
Let’s take a look at how digital marketing can be applied to your business and what opportunities will exist for you…
Just before I get into the juicy bits, let me give you a 30-second synopsis of me and what I do. I’m a Community Pharmacist of 12 years and counting, but in 2014, I took a break from practice and dived head first into 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.
At the beginning of 2017, to help with the pandemic I explained earlier, 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.
Speaking at the Pharmacy Show 2018
Now, first and foremost, you need a website. Think of this as the central hub for your digital marketing activity and your digital shop window. This tool is what is going to speak to your customers 24 hours a day and it allows for an abundance of interactivity.
Take a look at this example of a good, very affordable Community Pharmacy website.
It’s mobile responsive, which is absolutely mandatory today. A customer will turn away if they have to pinch the screen to zoom in on things. Google also penalises websites that aren’t mobile responsive too.
It’s very well presented, clean and professional. You know the saying… “ A first impression always counts always counts”. Well, it applies to your website too. A website like this gives the user confidence from the word “go”.
It allows for the user to nominate the pharmacy for EPS right from the website itself without the need to fill in a paper form.
Users can also sign up and reorder their prescription on the go, catering to how we behave right now.
They can also book an appointment for the Travel and Flu clinic without the need to call the pharmacy.
The integration of these PGDs makes this business an all-round holistic health centre. An Online Doctor functionality allows for many prescription items to be sold digitally.
And of course, all activity can be tracked on a website because of the data it creates. Google Analytics can help us with this and will tell us what’s working and how customers are behaving.
But there remains a problem. It’s fantastic that we can provide all these wonderful services, but they render useless if people don’t know they exist.
Q. So, how do we get more people to know about and use these services?
Well, we have to shout out about them, consistently. Let me show you how you can do that…
Creating good quality content in the form of a blog, which is usually incorporated into your website, will help people find your services much more effectively. That’s because it caters for how we are searching for services in the first place.
3.5 billion searches are made on Google every day. When people are looking for a service they want to use today, they don’t type the name of a business into Google, they type exactly what service they want to find. We call these search terms, “keywords”.
This is a blog for a pharmacy down in Luton. We developed a blogging calendar to create articles focusing on the “keywords” that would promote the services they offer in store. One of those services is the morning after pill service. So we created and optimised an article for the keyword “morning after pill Luton” – that’s what people are searching for online in Luton.
After only 3 weeks of publishing, the blog post positioned itself high on the first page of Google. This means that every time someone searches for this specific term, they’re likely to see this article. We just positioned this pharmacy service ahead of Boots, Tesco and Lloyd online.
And the analytics tell us everything. Eight people clicked onto the article last month from the 63 impressions it received. With the correct optimisation, you can position all of your pharmacy services like this. More visibility means more traffic, which increases the likeliness of conversions.
On the subject of Google, your Google My Business profile is an equally effective, if not more important marketing channel.
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.
Question. How many of you have owned and verified your pharmacy on Google?
For those of you that haven’t, you could be losing business.
You see, Google automatically populates information about your pharmacy on your profile, according to what they know. But, that information can be inaccurate. Wrong opening times and contact information is a very popular one I see. You can only manage that information if you’ve owned and verified it.
If you can understand that your profile is viewed literally 1000’s of times every month, then you’ll know how important this is. You can also add photos of your pharmacy and you can even add secondary categories to your profile too.
For example, this pharmacy down in Birmingham is also a travel clinic. So, in addition to the primary category, which is a pharmacy, we’ve added the secondary category as a “travel clinic”. So, now, when someone types in “travel clinic south birmingham” into Google Maps, this pharmacy will appear as a listing, nicely trumping its competition with all those stars there from customer reviews.
This tool also allows you to publish posts and it’s continuously being updated with a load of cool features. For example, only recently did they add a “services” functionality to the profile, which is perfect for a Community Pharmacy.
Another channel which I class as “essential” for Community Pharmacy is Facebook. Now, I won’t go into too much detail with this social media channel because it’s functionality and marketing tools are so vast that I’d need another 30-minute slot to fit it in.
Rather, I’m just going to focus on the most important aspect of Facebook for Business today, which is, Facebook Ads. Paid advertising on Facebook is without a doubt the most effective and cost-efficient way to reach your preferred type of customer, and lots of them.
Because Facebook knows everything about you. Your gender, your age, where you live, where you work, where you have been on holiday and that you prefer to read articles from Pharmacy Mentor rather than the Chemist and Druggist. The amount of data it holds about you is scary.
As an example of how effective Facebook Ads can be, we created an Ad for a pharmacy, again, down in Birmingham, to promote the launch of its 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.
Now, Facebook Ads work even better when they are linked to another digital channel where an action can be performed. For example, we can track how many people will fill out your travel consultation form, which will give us even more accurate data.
Facebook is an extremely innovative tool. They’ve recently released a new Ads objective which is designed to increase visits to your store. This means you can create an Ad that will only be pushed out to a person when they reach a certain proximity to your pharmacy. And Facebook will track, through geolocation technology, if that person went into your store because of that Ad. Really clever stuff and that just shows you how advanced advertising is becoming.
The last Channel I want to dive into at this depth is LinkedIn. Now, a lot of pharmacy owners question this tool, so let me explain how it can benefit you.Every Social Media channel has its own unique set of demographics and functionality.
For Instagram, the younger female demographic represent most of its user base, and it’s heavily image-based.
For Pinterest, only 7% of users are men, the median age is 40 and again, content is only images and videos.
But for LinkedIn, most users are professionals and it’s excellent for building relationships and growing a network of people that matter to you. So, who matter to you and your Pharmacy?
People in the locality do
Businesses in the locality too
GP Surgeries, and whoever else you think a relationship would benefit your business
So, connecting with all of these guys on LinkedIn will allow you to begin building better relationships which develop leads.
As a prime example for this time of year, LinkedIn will be great for pushing your flu jab service.
Take a look at this pharmacy. We began pushing out content promoting a Corporate Flu Vaccination Service, where the pharmacist would set up a clinic at their place of work. After only one published post, we received an email inquiry from a company we’re connected with. We’ve now secured a date to vaccinate a potential 80 staff.
LinkedIn also allows you to message people directly which is a brilliant way to develop relationships. Think of this as the new way of direct outreach, taking the place of cold calling and email.
As an example, say you’re looking to attain more Care Homes for your business. Connect with all the Care Home managers in your region (and they are on LinkedIn) and send them a message to say hello. Because they can see who you are from your profile, you’ve already developed an element of trust. That’s the beauty of it. From there, you can begin to offer your services and they’re more likely to do business with you. As you know, business is all about building long-lasting, good relationships and LinkedIn is a great tool for it.
Now I’ve only mentioned a handful of channels here but there are plenty, plenty more. I just don’t have time to go through them all right now.
However, let me give you a brief insight into some other tools that can be considered:
Email marketing is huge and can have a serious impact on a business, but is complex and requires time.
So, an alternative to this could be using the digital loyalty scheme from Swipii, who market by email for you.
Pointy is a product that helps increase the visibility of your shop products on Google by creating a listing for each of them online.
PharmZap is a new app that allows for easy communication between patient and pharmacy.
WhatsApp Business has been specifically designed for Small Business owners, such as pharmacies. I reckon this could be very powerful for us because everyone use WhatsApp.
Pharmacy Flu Jabs is an online flu jab directory that helps market your flu jab service.
Instagram, particularly using Ads, can be a very powerful brand awareness tool.
And don’t forget your NHS Choices profile too. It’s a marketing channel. Upload images, videos and increase your 5-star reviews to help influence the user to use your services.
I sometimes see, on Social Media, funnily enough, other pharmacists criticising digital competitors, which makes me a bit sad. These competitors are simply responding to the problems that people face in the current health system and their demands. The fact is, we want to be treated quicker than ever before and the process to be as simple as possible. Fair play.
But Community Pharmacy, rather than be phased by this, should see them as a catalyst for action. We need to protect and influence the people and businesses around us – not nationally.
Those companies cannot offer the most valuable form of patient care, which is, face-to-face care. They can’t protect them against the flu this winter nor immunise them before they go travelling. Your pharmacy has a great deal to shout out about and by harnessing some of these digital tools, you can provide the best of both worlds to your community.
I hope that, from what you’ve seen in this presentation today, it’s clear that the smartphone, it’s apps and social media represent a significant opportunity for Community Pharmacy. They are part of Digital Health which is right now and the future. For the effective sustainability and growth of your business, they should absolutely be considered as part of your overall strategy.
Some of you will probably 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 digital 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 some tasks on, 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.
I must also emphasise on the word “strategy”. For pretty much any business activity, following a strategy always churns out better results. The same goes for digital marketing – plan it into the business model and then execute it.
And take note that the digital world is constantly evolving. So you must assess how well your strategy is working on a regular basis. The same strategy you were employing 6-months back will probably not work as well as it does today.
Think mobile. Think social. And drive your pharmacy into the digital future.
If you’d like to talk to me about getting digital, or anything related, please feel free to contact me and I’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 going digital and how to create a strategy going forward.
Thanks for visiting and see you in the next learning module!
https://www.pharmacymentor.com/wp-content/uploads/2018/10/Screen-Shot-2018-10-23-at-20.25.58.png11001466Pharmacy Mentorhttps://www.pharmacymentor.com/wp-content/uploads/2019/05/Pharmacy-Mentor-Logo-Header-Website-300x56.pngPharmacy Mentor2018-11-15 22:49:472018-11-15 23:00:51How to Engage your Community in the Digital Age
Promoting Dementia Awareness as part of a Healthy Living Pharmacy Campaign we launched
“Pharmacy Mentor are currently managing our Social Media strategy (Facebook, Instagram, Twitter, LinkedIn and Google My Business) and we’re very happy with the quality of posts being published. Since we went digital, we have noticed an increase in footfall to our pharmacy and by tagging local businesses in our posts, we’re creating better relationships in the area.”
Huma – Director and Superintendent Pharmacist
Dr Pharmacy is an Independent Contractor situated in Luton and is the only pharmacy that is open from 9am until Midnight, 365 days a year in the whole of North London.
The Director and Superintendent Pharmacist of this business further educated herself on the importance of Social Media for Community Pharmacy and understood that going digital provided an opportunity to engage the local community better. However, due to a lack of time and expertise, she needed help in implementing and managing this part of her business.
TARGETED audience growth across all social channels has been growing steadily with growth spikes occurring when doing paid Facebook Ads. These targeted Ads typically reach between 10,000 and 20,000 people in the local and surrounding areas. Huma, the director, believes there has been a noticeable change in footfall since implementing a social media strategy. Tagging local businesses and important local authorities, such as the NHS Luton CCG, is provoking shares and comments across their pages to help build brand awareness and improve relationships
Recently created a blog attached to their website and now producing highly targeted content to promote their pharmacy services in the area (local SEO). Already gaining traction with comments from the public but will update with results as this matures.
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.
https://www.pharmacymentor.com/wp-content/uploads/2018/12/Text-placeholder-2.png10801920Pharmacy Mentorhttps://www.pharmacymentor.com/wp-content/uploads/2019/05/Pharmacy-Mentor-Logo-Header-Website-300x56.pngPharmacy Mentor2018-02-23 17:29:132018-12-16 17:58:01Case Study: Dr Pharmacy’s growing and engaged Community
Is your pharmacy catering for the digital behaviour of your customers and patients?
In a world where we’re online more than we actually sleep, where online retail sales are breaking records year on year and where 40 million of us in the UK are now active on Social Media…have you considered what kind of presence your pharmacy has online to cater for this behaviour?
Having a digital presence is just as important as having a physical presence these days and there are so many tools you can use that will help market your services better, create stronger business and customer relationships, and help drive pharmacy footfall and website traffic.
So, in light of this, I wanna help you understand the current health of your pharmacy online and what kind of opportunities lie ahead of you through what I have coined as the “Pharmacy Digital Diagnosis”. Let me explain what this is in a bit more detail.
What is a Pharmacy Digital Diagnosis?
An example shot from the digital diagnosis of a chemist in Nottingham
Essentially, a Pharmacy Digital Diagnosis is where I screen your pharmacy business to help you realise:
What your current online presence is like
How well you’re marketing your pharmacy online, and
What opportunities exist for your business in terms of digital marketing
Through screencasting and voiceover, I will examine each of the digital marketing channels you’re using and the strategies you may be employing, and advise you on:
What’s good about them
What’s not so good about them
And what can be done to improve them, which will lead to better results
All of this is then packaged into a short and concise video which I will send you via email so you can watch, learn and digest in your own time.
https://www.pharmacymentor.com/wp-content/uploads/2018/02/The-Pharmacy-Digital-Diagnosis.png13422560Pharmacy Mentorhttps://www.pharmacymentor.com/wp-content/uploads/2019/05/Pharmacy-Mentor-Logo-Header-Website-300x56.pngPharmacy Mentor2018-02-12 07:25:472018-02-14 06:43:40The Pharmacy Digital Diagnosis – How digital is your pharmacy?
“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.
https://www.pharmacymentor.com/wp-content/uploads/2017/08/Totley-Pharmacy-Case-Study-From-Stale-Facebook-Page-to-Engaging-Hub-of-Activity.jpg10801920Pharmacy Mentorhttps://www.pharmacymentor.com/wp-content/uploads/2019/05/Pharmacy-Mentor-Logo-Header-Website-300x56.pngPharmacy Mentor2017-08-31 08:14:482018-02-23 18:03:35Totley Pharmacy Case Study: Stale Facebook Page to Engaging Hub of Activity
In this video, we’re going to learn about how you can use an application called Buffer to help you manage the Social Media marketing strategy for your pharmacy business.
What is Buffer?
Buffer is a Social Media Management Tool which helps you schedule posts, track the performance of your content and manage all of your Social Media accounts from one place. It’s designed to save you time, which is something that pharmacy businesses don’t have much of these days, and it’s free to use. I use on a daily basis and it’s something that you can easily use too.
How does Buffer work?
To demonstrate this, I’m going to show you how I’m using it for the pharmacy business I’m currently managing (see video above). To create an account on Buffer, on the homepage, click “signup for free” and either create your account using the social links or an email address below.
You’ll then land on your dashboard. The first thing you’ll need to do is connect buffer to the social media accounts you have for your pharmacy over on the left. Now, as a free member, I believe you have the ability to connect up to 5 different social media platforms. As you can see, I’ve connected our Facebook, LinkedIn and Instagram Business profiles, and we also have a twitter account, which I’m going to connect right now.
All you need to do is select the channel, click the connect button and Buffer will ask you to authorise the connection by inputting your Twitter credentials.
It’s all about scheduling
Now let me show you how I schedule some of my posts. Scheduling is really ideal for me since our pharmacy business is connected to four Social Platform and I’m really busy doing other cool pharmacy stuff. Let’s say I’ve found this video on Youtube by NHS Choices that I’d like to engage my audience with. Buffer will allow me to schedule the publishing of this post across as many of the connected social platforms I wish at either the same or differing times. To do this, copy the URL of the video and over on Buffer, from these icons here, select which platforms you wish to publish across. Since this is a video link, I’m going to post it on Facebook, Twitter and the company LinkedIn page. Then paste the link into the content box. You’ll see that buffer instantly shortens the URL to make it look nicer and a thumbnail will be created, which you’re able to play around with if you wish.
You can check to see what it’s going to look like over the other platforms by selecting them in the lefthand column here. Ok, so I’m going to add a bit more text in the content here, hashtagging the keywords, and this post is ready to go. Now, to schedule this post, click on this little arrow next to the “add to queue” button here and from these options, select “schedule post”. You’ll see a calendar pop up where you can select the time and date you wish to publish. I’m going to publish this tomorrow at 2.15pm. Then click schedule. That’s it, you’re done. If you click the queue button under the content tab of each social profile you’ll see that the post is there waiting in queue to be automatically published.
Image Campaigns for Instagram
Let me show you one more example involving Instagram this time. Instagram is good for image campaigns and here’s an image I created earlier using the application, Canva. I’ll make a video about the use of Canva soon because it’s so good for creating professional image campaigns – I highly recommend its use.
So I can simply drag the image into the content box and once it’s uploaded, I just going to double check it’s been loaded up on the other platforms.
Let’s write something like “We don’t just dispense pills you know #pharmacyisawesome. Let’s schedule it for the day after and when I click the button “schedule”, I can see that my post will be placed in the queue under the last entry I created.
With a free account on Buffer, you also have access to some basic analytics which is good but to get more advanced features, you have to pay a subscription fee. If you’re at the beginning stage of your social media marketing journey, then this isn’t necessary right now and you can always check your analytics on the individual platforms themselves.
Buffer is a great tool for Independent Community Pharmacy who are active on Social Media because it saves time which is really key in business today. They also have an app which is very handy if you’re on the move and works just as seamlessly as the desktop application. If you need any help with Buffer or have any questions about what kind of Social Media strategy you wish to employ, then please don’t hesitate to contact me at firstname.lastname@example.org.
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