Yelp, StumbleUpon, Digg?“ There’ s no time; it’ s too hard,” the tape in your head goes into overdrive... You can’ t fit one more thing in your day. The solution is out there for you to jumpstart your online marketing program.
1. Your Pharmacy Should Be Visible Everywhere.
Ninety-seven percent of consumers research products or services online before calling a business for services or buying a product either online or in stores. The days of looking up a business in the yellow page book are quickly becoming obsolete. Consumers have become very savvy and targeted to their needs and as a result, search for everything online first. Is your pharmacy showing up on the first page of Google, Bing, and other search engines? Do you have a good ranking, with multiple entries? If not how will they ever find you? Do you have a review system so customers can write a review telling the world how great your business is- this helps with the search engine rankings! This also gives you testimonials to use on your Web site.
Word-of-mouth marketing can be encouraged via channels like Facebook, Yelp, and Twitter. According to the American Marketing Association, Facebook alone has 750 million active users. Consumers trust recommendations from friends and other online users. Connecting with your current customer base online will show them that YOU are the expert who cares about their healthcare and pharmacy needs. Turning them into raving fans that write great reviews for you on sites like Yelp, and will refer your store & services to their connections, and will translate into more customers coming into your store and increased profits.
2. You Must Have a Unique Selling Proposition( USP).
In a nutshell, what makes you unique, what makes you stand out in a crowded marketplace online and offline? If you don’ t know, then it’ s time to create something.
With shrinking third-party reimbursements you need more profits coming into your store. Firstly you can expand YOUR specialty niche. This does not mean you must now start“ specializing” in oncology, HIV, Diabetes or compounding. What’ s YOUR unique specialty? If it is a“ specialty” disease state that’ s great, but if not, what is YOUR uniqueness? Pick it and run with it! Use that as your platform for increasing your marketing profile and use it EVERYWHERE in all of your marketing materials.
3. Being Found Online Will Help Stop the Customer Drain to Your Competitors.
Now that you have a USP, you must exploit that uniqueness. When your customers are looking for information and services online – Be There!
Make certain your Web site is“ optimized” for search engines with the right keyword containing content, so your customers and prospects find your site online. You get found online not only through your Web site but also through social media sites like Facebook and YouTube. This brings us to point # 4.
4. Video is Mission Critical.
YouTube is the second largest search engine in the world just behind Google. It stands to reason that video is mission critical to your online and mobile marketing plan.
Creating video is simple. Use your smartphone or buy an inexpensive video camera. Then look into the camera and give a one minute tip or pointer to your target audience( your primary customers), upload the video to your YouTube channel they will thank you for it, and the search engines will reward you by giving you a better ranking.
5. Mobile Marketing Is Necessary. Nielsen forecasts that one in two Americans will have a smartphone by Christmas 2011. Ninety-seven percent of cell phone users have their phone within three feet of them 24 hours a day. 1 If you want your customers to refill their prescriptions on time, send them a text message!
Response rates for mobile campaigns range from 4 to 25 %, and some companies have seen rates as high as 43 %! 2 Many emails remain unopened or are overlooked. However, everyone reads their texts; therefore mobile marketing, SMS, and coupon campaigns are the next big thing. Your pharmacies can use mobile marketing campaigns in positive ways for