I A C P S O C I A L N E T W O R K I N G , M A R K E T I N G a n d B R A N D I N G 12 Pharmacy Marketing Quarterlyby Scot MaitlandSocial Media Success!Twelve Tips to I don’t have to tell you the benefits of a compounding pharmacy. We all know what they are. But here’s the thing, the public doesn’t. And when I say public, I’m not just talking about patients, I’m referring to prescribers as well.What’s worse than not knowing what we do is that some think they know what we do and they’ve been given incorrect information. So, we’ve identified the problem, what’s the solution? The short answer is marketing and communications. One way to get your message out there is to utilize social media. It’s a no cost option that levels the playing field with the big boys and girls. Starting a Facebook business page is easy and there are guides to getting started with Twitter as well. Instead we’ll focus on content management, specifically how to engage your audience to get maximum bang for your buck with 12 ways to keep your audience engaged. A key point is to follow the 80/20 rule. Eighty percent of your posts should be focused on your patients, your customers, your community, and your allied healthcare practitioners. Twenty percent should be focused on your pharmacy. In the 2010 Gallup Poll, 71 percent of Americans said that pharmacists have “very high” ethical standards or are “very” honest. That needs to translate from your store to your social media. There is an “I” in community; but, the key to success is remembering the “U!” Tip Number 1 - KISS Keep it Simple Silly.As healthcare professionals, we have so much information to share that it is easy to get carried away.Fortunately,Facebook helps keep you on task. Posts can only contain 420 characters (not words, characters). Remember, the point of social media is to create dialogue and community. Give just enough information to encourage questions and a visit to the pharmacy. As a point of reference, this tip is roughly 460 characters. Tip Number 2 - Post Upcoming Events Are you hosting a seminar on veterinary compounding? Or perhaps an open house to launch a new cosmeceutical that your pharmacy is selling? Post it on your social media.Don’t be afraid to utilize the event tab to create a Facebook event page.This is also a great opportunity to post community events as well. Share news about the upcoming walk for breast cancer or a free concert in the park. Make social media the go-to place for what is happening in your community. Tip Number 3 - Be a Resource We already know that pharmacists are one of the most trusted professionals, so be that trusted resource.Share news articles on topics of health and wellness. Explain programs in your pharmacy, such as medication take back, and why it is important to participate. Let your patients know that you are available to listen to 10 I A C P C U S T O M Rx C O N N E C T I O N I A C P R X . O R G
Custom Rx Connection August 2012
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