How to Attract More Patients Through Digital Advertising
Did you know that most Americans spend on average about 6.3 hours a day viewing digital media? Now more than ever, people are utilizing technology and consuming media through a screen. 81% of Americans own a smartphone, 74% of Americans own a laptop/desktop, and 52% own a tablet - that’s a lot of people looking at screens.
A lot of people looking at screens means the potential for you to grow your business. It’s time to move your pharmacy’s advertising strategies online.
Promoting your pharmacy in 2021 means meeting your customers where they are, and your customers are online. Instead of focusing your ads in print or on TV, go digital. You’ll target a larger amount of people across a diverse platform. Going digital means building a streamlined, easy-to-use website, focusing your advertising campaigns on social media and search engines, and maybe even creating a mobile app.
There’s no reason to put all your eggs in one basket when it comes to technology. Potential customers absorb media through many different channels, so you should also advertise on many different channels.
Attracting customers is about going digital but remaining personal. Just because you’re advertising on a computer doesn’t mean you have to sound like one. Drawing in digital customers involves:
● Being responsive online
● Sharing photos of your staff/store
● Promoting special offers
● Highlighting your unique value
● Making it easy for customers to connect with you online
● Making your website easily discoverable
The next question you must ask yourself is: What makes my pharmacy unique? The answer is centered around your pharmacy’s specific brand - AKA your identity. What’s your mission, what do you stand for? Who and what matters to you?
Unique pharmacies care about offering solutions to their valued customers. They take into account the effect that COVID has on their demographic and take steps to aid the community in any way that they can.
Integrating these concepts to make a strong brand is the first step, but in order to remain relevant, you need to know how to attract patients through digital advertising.
This article contains a list of tips for you to take into consideration.
1. Utilize Social Media
Social media is arguably the biggest tool on the market when it comes to digital advertising. Everyone and their mother has a social media account - quite literally. This is how you expand your reach far and wide. Through social media, you can build a following and keep your customers updated on everything that is your pharmacy.
You can make the most out of your social media by:
● Creating accounts on all major platforms (Facebook, Twitter, Instagram) and claiming your business name. On these channels, you can direct customers to your main website.
● Being active on one or two platforms that get the most interaction/activity.
● Making regular posts with relevant content like health topics - while utilizing images and videos.
● Keeping promotional content low while still alerting your customers when there are sales/promotions coming up.
2. Promote Through ‘Google My Business’
Google My Business offers businesses a free online profile to attract more customers in person. Your business gets added to the search results of Google Maps page, and potential customers are then led to your store. Reviews also show up when someone clicks on your business.
3. Target Ideal Customers on Facebook
Facebook is still the most widely-used social media platform on the internet. Millions of people of all ages frequent the site every day. You can interact directly with potential customers through highly-targeted ads by pre-selecting the audience of these ads. You can narrow down your ideal audience’s age, gender, location, relationship, and even age of their children.
4. Keep Directory Listings Updated
Though it might not always feel like it, more exists than Google when it comes to local business directories. Sites like Yahoo, Bing, Facebook, YellowPages, and Better Business Bureau are also included.
In order to attract as many eyes as possible, it’s a good idea to add your pharmacy to as many of these sites as you can. The more directories you show up on, the more your SEO will improve.
Keep in mind that every listing should include:
● Business name and logo
● Location/contact information
● Hours of operation
● Storefront photo
This information should be consistent across all platforms. No one wants confused customers.
5. Use Direct Mail
Yes, this article is about digital marketing, but snail mail is still around for a reason. It works. By creating unique and colorful mail that includes coupons or a limited-time offer, you’ll catch the attention of those who might not be so savvy when it comes to technology. Make sure to include pertinent information in snail mail, like what kinds of services you offer and if there are any promotions or sales in the near future.
6. Host Virtual Events
This activity is more germane than ever, and there are so many different types of virtual events to choose from. Whether you host wellness classes or educational webinars, doing so will create a presence for your business within the community and make your customers feel more connected to your pharmacy as a whole.
Virtual events help marketing by:
● Educating patients
● Promoting new offers
● Connecting you with other local businesses
7. Provide Free Health Screenings
This service engages your pharmacy with the community and also ensures customers that you care about their health and wellbeing. Health screenings also encourage follow-up activities like immunizations and flu shots. Types of exams you can offer include:
● Wellness exams
● Cholesterol checks
● Blood pressure/glucose screenings
You can spread the word about these screenings on your robust social media channels after you use Tip #1!
Partnering with other local businesses is never a bad idea. Not only can you make your presence more well-known by joining forces with a prevalent, already-existing business, this also provides opportunities for sharing product samples and service announcements.
9. Send Email Newsletters
There are over 4 billion active email users in the world, which means that email marketing is something that you must absolutely utilize. Through email, you can stay connected with your current patient base and keep them informed about future events, promotions, and activities, while also sharing important health-related information.
Starting an email list also gets your foot in the door when it comes to spreading the word on your virtual events and free health screenings.
There’s no end in sight when it comes to digital marketing. Make sure your pharmacy is in the 21st century by making technology work for you.