Independent Pharmacy Insights

Social Media Series Part 2: Finding Your Customers in the Socialsphere

  May 10, 2018  

Social Media Series Part 2- Finding Your Customers in the Socialsphere blog-01

Welcome to Part 2 of our Social Media Series!

In our last blog, we talked about Social Media 101. To recap the basics, we:

  • Established the importance of social media as a marketing tool for the independent pharmacy industry
  • Examined how social media opens doors and creates opportunity
  • Discovered social media is one of the first places a consumer looks to when searching for a pharmacy partner — like you

In this week’s selection, we’ll touch on some important social media demographics, focusing your efforts on the right social platform, and how to determine which platform your customers are most likely to be found.

If you enjoyed last week’s blog, you’ll find this week’s just as illuminating and educational as you continue your journey through the socialsphere! 

It’s A Numbers Thing

Numbers don’t lie. And, when it comes to social media statistics, they reveal the most important truth: where your customers are.Social Media Series Part 2- Finding Your Customers in the Socialsphere blog-02

According to Pew Research, the two top social media platforms are Youtube and Facebook.

At 68 percent, roughly two-thirds of Americans are on Facebook –– and two-thirds of that percentage use the platform daily. Youtube is now used by 73 percent of U.S. adults and a staggering 94 percent of 18 to 24-year-olds. (2)

And here’s a fun fact: Youtube is the second largest search engine on the planet, following Google.

Other top three social platforms round out as follows:

  • Instagram: 35 percent
  • Pinterest: 29 percent
  • Snapchat: 27 percent

One thing social platforms have in common is their visual appeal. They engage your customers through immersive visual experiences. Which is one of the reasons why trends for 2018 and beyond are leaning heavily toward visual marketing tools such as:

  • Photos
  • Videos
  • Livestreams

Social Media Series Part 2- Finding Your Customers in the Socialsphere blog-03Another strong trend for social media is telling your story.

There has been a strong upswing in the effectiveness of storytelling for winning over customers.  Adopting a storytelling technique and reaching a customer on an emotional and personal level and using language they’re familiar with plus values that resonate with them, will give your pharmacy an edge over the competition.

Choosing Your Platform

Determining which platform will work best for your marketing needs is as easy as understanding who your customers are.

For example, are you located in a college town? With 94 percent of 18 to 24-year-olds logging in to Youtube, having a presence there will increase your visibility within that demographic. Further, by having a presence on Facebook, you’re given a platform to promote your Youtube channel and any videos/stories you’ve created.

Knowing how your main demographic uses social media across platforms will also give you an edge in your marketing endeavors.

Remember those numbers we talked about? Let’s take a deeper look at where your customers spend their social media time, below.

Social Media Series Part 2 Graph-04                                             (3)

Closing Thoughts

After years of hesitation and careful consideration, the healthcare community is just starting to stretch out into the socialsphere, and with good reason: it’s cost effective and results proven. 

With a little bit of research, planning, and a message that both speaks to your customers and invites them to experience your pharmacy’s products, services and story through online interactions, you are going to see customer engagement escalate along with a healthy bottom line.

Has your pharmacy located social platforms that helped drive customer traffic? Which provided the most engagement? How has this increased engagement impacted –– positively or negatively –– your pharmacy? We’d love to know and may even share those experiences in future blog posts, white papers, and e-books. If you’d like to add your experience, please contact BB Drake.

Be sure to follow this blog for more tips, insights and bulletins that can help grow your pharmacy and save you money – all from your partners at AlliantRx.




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