Social media
We would like to provide you with a few tips on this topic. If you would like to know more about creating good posts, getting more likes and followers, dealing with negative reactions and advertising on social media, don’t miss our workshop.
Why be active on social media?
Creating a profile on social media allows you to strengthen your online presence and increase your reach. It offers more opportunities for you to refer people to your webshop, to give advice and to communicate about your unique services.
You can use the channels to share relevant information and give your customers a look behind the scenes. This can be done through stories and light-hearted posts – Instagram in particular is an excellent medium for this. Showing the human side of your pharmacy allows you to demonstrate a certain openness to (future) customers, which makes it easier for them to come to you.
Which channels can you use?
Many different kinds of social media are available, including Facebook, Instagram, YouTube, Twitter, LinkedIn and TikTok. There is no need to be active on all of these channels. Decide what is relevant to you. Which channel can you use to best reach your audience, how can you communicate and, above all, how much time do you have? The credo is always: quality over quantity! You can also link media to each other so that your post ends up on various channels.
Ensure a completed profile
Don’t forget to add information that is useful for your visitors, e.g. your opening hours, a link to your website, and the times when you are most accessible. Add a photo of your pharmacy and/or yourself.
Know your target group
By creating a profile (persona) of the customer(s) you want to reach, you can communicate in a more targeted way. This will allow you to tailor the timing, subject and channel to your target group.
One example: Lisa is a young mother aged 31. She and her partner have a three-year-old daughter. They live in a small village near the school and both work full-time. Lisa is struggling with fatigue, especially now that her daughter has started school and is ill more often these days. She is active in Facebook groups that focus on motherhood and often seeks advice in this area.
-> Lisa could therefore be reached via Facebook. Relevant information would be articles about colds, fatigue, and work-life balance.
Use a schedule to ensure consistency
Once you have decided which social media you want to use, you will also need to maintain this on a consistent basis. For example, post once a week, on the same day every week. Use the social media content calendar to plan your posts. We have already given you a head start by showing you which content is relevant for which times.
What is valuable content?
- Relevant information
- Advice
- Information that responds to current events
- A look behind the scenes of your pharmacy
- Products/services in the spotlight
- Responding to events in your local community
- Customer testimonials
- …
Also provide video material
Image and sound attract more attention. This doesn’t have to involve a complicated set-up or intricate script. You could simply answer a customer’s question in a video, for example, or give advice on the use of a particular medication by showing it briefly and then explaining it.
Respond to current events
Social media allows you to respond quickly to current events. There are also many special days with a link to health, from World Diabetes Day to the Week Against Pain. These are also good moments to profile yourself as a service provider.
Ensure interaction
When people comment on your posts, you can like or respond to them – especially if they are asking questions. In this way, you will create a bond with your followers and will come across as human and approachable. An active page also inspires more confidence. You can reply in public or in a private message (depending on the question or comment). Important: you must also answer negative comments. It’s best not to ignore or delete them. If a follower or customer has had a negative experience, you can look for a solution together.
Use social media to advertise locally
You can use social media to reach specific target groups, based on their interests and habits, and you can also advertise locally. This is handy if you are offering a service for a specific area, such as home deliveries. You can select a specific region. Customers who fit your target group and are present in that location at the time will then see your listing. This allows you to work in a very targeted manner.