Last month, we provided 15 questions for you to reflect on your personal life and your business for 2017. Did building out your email list make the list (we hope so!)? We have compiled a list of our top five choices for pharmacy resolutions that will bring your pharmacy into 2018.
Be Active on Social Media
Word of mouth marketing has always been considered the purest and best form of marketing. Today, social media continues to prove the power of word of mouth marketing. In addition, to the health news content provided by Digital Pharmacist, we recommend you post once or twice a week to your pharmacy’s Facebook page to showcase your personality. Examples of some posts include pharmacy/community events, special promotions, or even a behind the scenes video and story. These type of posts can go a long way and help your patients feel connected with you.
Focus on Your Social Media Strategy
When working on your social media strategy, focus on “Likeable Social Media.” The way to make your company or organization likable on social media is to listen carefully, be transparent, be responsive, be authentic and tell great stories. It is important to note that marketing via social media is NOT about advertising your message and obtaining the largest reach and at the highest frequency. Instead, it is about getting into the conversation, listening, engaging, and empowering. In other words, forget about old ways of communicating and get social. Do not talk at your patients. Instead, connect with them on a human level.
Pay Attention to all Reviews
It’s been said that happy customers tell three people about their positive experiences while unhappy customers tell ten people about their bad experiences. Today, with social media, both happy and unhappy customers can tell thousands of people about their experiences with a click of a button, in this case, the “Like” button or through one review. This said, it is critical you pay attention to your reviews through Digital Pharmacist’s dashboard and through social media. Incorporating and responding to feedback is one of the best ways to improve your business operations while improving customer satisfaction.
It is also important to note it is critical to respond to all reviews on social media — especially the negative ones. When responding to reviews, make sure to respond in real time (near real-time). If it is a complaint, determine what can be done to resolve the issue as soon as possible. Even if solving the customer’s problem is complicated and may take a while, start off by responding to the comment and making them feel heard. You can ask the customer to connect with you off social media OR acknowledge you have received their comment and working on resolving the issue. We are in the age where everyone is watching, so you responding quickly will showcase you are indeed listening to your customers. This goes without saying — do not forget to respond to good comments too.
Tell Your Patients That You’re Digital
If you have joined the digital movement and have gone digital, do not forget to get the word out. Let your patients know you are digital especially because now you have a method for patients to conveniently refill their medications. Whether they can refill off their mobile app, computer, or through interactive voice response (phone call), they can not benefit from these tools, if they do not know. You can get the word out by placing inserts into the pharmacy bags, posting it on social media, and telling your patients at the point of sale. A more fun way may be starting a small contest. For example, by downloading the mobile app and refilling a medication, they will be entered into a drawing for a prize of your liking.
Build Out Your Email List
Email may seem intimidating but it is actually the fastest and most effective way to get your message out there. The first step to a successful email marketing campaign is securing a robust list of email subscribers that you can deliver your content to. Although asking for emails has never been part of the workflow in the pharmacy, there are several easy steps you can take to incorporate this strategy into your daily routine.
You can obtain emails easily by including a newsletter sign-up on your website, having a physical sign-up at the pharmacy or asking for emails at the point of sale. Encourage patients to give you their email addresses so they can get exclusive information about special in-store pharmacy promotions and events. In turn, patients will get valuable information and you’ll get a new way to reach out to them, it’s a win-win.