Getting the Greatest Impact with Social Media

By Anyssa Garza, PharmD, BCMAS – Digital Pharmacist Staff

When it comes to the world of social media, 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.

1) Facebook

With more than 2.07 billion monthly active users, Facebook has become more powerful than any other social media site. The reality is that the majority of the people pharmacies are trying to target are Facebook users.

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.

2) Twitter

With 328 million monthly active users, Twitter is a big player to consider when developing a social media strategy. That’s because Twitter allows for real-time communication. If you operate in a youthful area like a large city or college town, a decent portion of your patients will be on Twitter. 

3) Pinterest

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.

4) Instagram

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.

5) Snapchat

With 186 million daily active users, Snapchat is a platform used to send pictures or short videos to other users. These photos and videos can only be viewed one time and will only be available for 24 hours.

The majority of Snapchat users are teenagers and young adults, which is why this platform is not typically used as a marketing channel for pharmacies.

The Bottom Line

What’s the bottom line? Consider focusing on Facebook and Twitter as you optimize your social media efforts.

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.

In case you missed our previous blog post on driving engagement through Facebook, you can access it here. 

For help creating and evaluating your pharmacy’s social media presence, give us a call at 877-959-7550 or email [email protected].