By Noah Rosenthal, category analyst, for the Profits in the front end blog series
In an ever-changing healthcare environment, independent pharmacies face unique challenges to compete. Having a strong online presence can be crucial for your small business, allowing you to offer expanded options to engage and retain customers and stand out in a large sea of retail competitors.
Customers across retail and healthcare expect the businesses they patronize to keep up with digital advances that offer convenience, accessibility, and services driven by technology. As we move through this digital evolution, having an online presence goes beyond having a website that is a simple marketing tool. It is imperative to have a greater online footprint to avoid becoming obsolete.
Having a comprehensive online presence can help pharmacies build and maintain customer trust in ways traditional marketing can’t. Having a professional and up-to-date website, active social media channels, and a review platform presence can not only provide credibility but also transparency and opportunities for consumers to see your values in action. Creating a robust digital footprint will provide customers 24/7 access to important pharmacy information, testimonials, and the ability to see how your pharmacy is impacting the community.
Social media is particularly effective at engaging customers and the community. This incredibly cost-effective marketing tool provides opportunities not previously accessible to small businesses. You can now reach customers and members of the community (and beyond) directly to promote your services, provide health information, and create connections. Show your personality, expertise, and commitment to the community with a financial investment that will pay dividends now and in the future.
You can also use digital tools such as blogs and create an interactive website to provide more in-depth education for your customers and the community. Offer medication tips, healthy lifestyle suggestions, and health resources. Content can also target common health concerns, provide medication management suggestions, and demonstrate your pharmacy’s expertise. All of this will help lift your pharmacy from being viewed as a simple medication dispensary and position it as a trusted health partner.
Having a web presence creates opportunities for pharmacies to differentiate themselves from the large chains. Services such as telehealth and medication consultations can set your pharmacy apart from others. These health care offerings can also help garner customers from younger generations as they have come to expect digital services. These services also help signal that your pharmacy is modern, innovative, and committed to meeting the changing needs of customers.
Finally, one of the most basic and important parts of an online presence for a small business is keeping business information updated. Using a Google Business profile will keep your information up to date and accurate when it appears on services such as online maps and search results.
Having a strong online presence is no longer a “nice-to-have” but an essential part of business in our digital world. Embracing digital technologies can improve sales, increase customer satisfaction, and create more meaningful pharmacy experiences. Your web presence should not simply be a digital billboard — it’s an opportunity to attract new customers and improve the health of your community.
