Social Media Series Part 3: Top 5 Ways to Get the Most Out of Social Platforms
Welcome to the final installment of our Social Media Series!
Over the last month, we’ve reviewed how social media can grow your pharmacy and how to determine where your customers are in the socialsphere. We also touched on everything from content and statistics to the percentages that drive engagement on social platforms.
Now it’s time to discuss how independent pharmacies can get the most out of the social media platforms they have chosen to participate in. We’ve put together the top five ways your pharmacy can get the most out of social media platforms.
1. Your pharmacy is unique: Embrace it.
Make sure your patients see what makes your pharmacy stand out above others. Your pharmacy has a personality –– sure, you follow protocol and regulations, but you’re not a robot. Most pharmacies do something different that sets it apart from all the others. Highlight that unique trait and build up on it using social media.
Example: Perhaps your pharmacy is a sponsor for a local 5K that raises funds for an animal shelter in your town. This would be the perfect opportunity to use social media to promote the 5K, as well as, offer advice on seasonal allergies, pet allergies, how to stay properly hydrated, and so on.
2. Offer your expertise.
Pharmacists may not be general practitioners, but they are medication experts. Patients and customers will always look to their trusted pharmacist for advice and guidance, but don’t stop there. If you’re willing to go the extra step, be ready to offer up knowledge on SPF ratings of sunscreen, or the side-effects of bug-repellant. Make blogs and content that highlight these every-day seasonal concerns and circulate them on social media and in-store.
3. Don’t stop at your pharmacy’s profile.
Your employees are your front line in customer satisfaction and loyalty. Introduce yourself, the pharmacists, technicians, and other trusted employees via short posts, blogs, or videos. You already know you employ only the best –– social media is the perfect outlet to let your patients in on that secret. And, bonus: You’ll build employee satisfaction to boot!
4. Text is great, but let’s not build a wall of it.
Blogs and stories are incredibly useful for getting information out to your customer, but don’t discount the power of images and videos. Images and videos are the most successful assets to build customer engagement and are easily shareable across social platforms.
Example: A Youtube channel is the perfect place to create a mini-commercial about what makes your pharmacy special. Plus, it’s easily shareable via mobile applications as well as Facebook, Twitter, and LinkedIn. You don’t have to produce an academy award winning film. You can create a video with a smartphone or webcam.
5. Be civic minded.
You’re an independent pharmacy. You are part of a vibrant community. Be a part of that community and do so boldly. Displaying community pride and taking an active role in civic action by highlighting events and offering sponsorships (like a local sports team) can foster a strong sense of loyalty with your customers. And, another bonus: content can easily be created and shared via social media.
Local, independent community pharmacy owners already face an over-abundance of competition from larger chain pharmacies. Active participation in your communities – both socially and face-to-face, will increase your visibility and solidify your ability to compete on a scale two times larger than if you concentrated on one singular discipline.
Social media is a powerful tool that can help move your pharmacy into the 21st century. Learning how it works, where you can make the most impact, and understanding what will ‘move’ your patients to engage will take time and a firm commitment. Both are investments worth making.
Has your pharmacy discussed participating in social media? Which sites were you most interested in? Why? 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.