By Anyssa Garza, PharmD, BCMAS – Digital Pharmacist Staff
When it comes to your pharmacy social media efforts, things can get overwhelming for businesses looking to grow their following and promote their brand. Knowing which social platforms to use is the key to your pharmacy’s social media success.
Below is a breakdown of the most popular platforms and a look at whether you should consider including them in your social media strategy.
With more than 2 billion monthly active users, Facebook has become more powerful than any other social media platform. And good news for you – the majority of your patients are actively using Facebook.
People use Facebook as a web browser to search for companies and services. Facebook is also useful for promoting your business, events and promotions, as well as providing health information.
For these reasons, Facebook is considered ideal for the health care industry. If you don’t have a company Facebook page, you’re giving up business to a competitor who does.
With 328 million monthly active users, Twitter should play a large role in your pharmacy social media strategy. Twitter allows for real-time communication, which enables you to communicate directly to your base – both on a high level and individual basis.
With approximately 200 million monthly active users, Pinterest allows for the curation of visual content. On this platform, a pharmacy can share favorite healthy recipes or useful health information through an infographic.
With more than 1 billion monthly active users, Instagram is a content-sharing platform featuring inspirational pictures of unique experiences like travel and social outings. With 1.08 billion active monthly users, Instagram allows businesses to bring their brands to life through photos.
Instagram is the platform to use if you want to reach Millennials. It may be a good fit for your pharmacy, but that will ultimately depend on your content strategy.
The bottom line
Focus on Facebook and Twitter first as you optimize your social media efforts. Once you’ve gotten these platforms down, move onto creating and optimizing your Pinterest and Instagram pages.
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. We recommend you post on your pharmacy’s Facebook page at least two to four times each week and on Twitter at least once a day to showcase your personality.
Posts could include pharmacy or community events, special promotions, or even a behind-the-scenes video and story. Something as simple as a photo of a staff member smiling will make patients feel like they know you and your business. These types of posts can go a long way and help your patients feel a stronger connection to your pharmacy.
For help creating and evaluating your pharmacy’s social media presence, book time with one of our account managers here.