Smartphones can, for example, be used to create some great content that can be shared directly to Facebook, Twitter, Instagram and YouTube. Why not share videos you find that have tips and advice? Or ask your customers to do testimonials live to your smartphone and then upload? It's simple, it's effective and, most importantly, it's free!


how important or useful the message might be, unless it attracts and engages us, it's game over.


And that's where visual content – in particular video – comes in....


Cisco have forecasted that, globally, consumer Internet video traffic will be 80 per cent of all consumer Internet traffic in 2019 - that's up from 64 per cent in 2014. Other stats include:


• Content with relevant images gets 94 per cent more views than content without relevant images.


• Retailers cite 40 per cent increases in purchases as a result of video.


• Visual content is more than 40 times more likely to get shared on social media than other types of content.


So what can you, as a community pharmacist do?


Well, research by Ascend2 shows that half of marketers consider customer testimonials, 'explainer' or tutorial videos and demonstration videos the most effective types of video content used. The good news is that you can produce these on a limited budget!


BOOSTIng YOuR BeST COnTenT We have already talked about how Facebook’s organic reach has been shrinking. There's no escaping the fact that the 'free lunch' is over and so, if you want to get your posts and content out to more people, you do need to spend money. One of the best ways of doing this in Facebook is by boosting your posts.


There are a number of targeting options: for example, one option is to boost a post to your existing fans and their friends. When we consider that the average person has somewhere between 200 and 300 friends on Facebook, it’s not difficult to see the potential here. But boosting allows you to go much further by targeting a wider specific audience.


If, for example, you get in a new range of cosmetics or fragrances, then you can boost your post according to gender, age, geographical location and interests.


Another way of increasing your range is by promoting your page: this is useful, for example, when you’re just starting out or have a low number of fans.


InSIghTS And AnAlYTICS As busy community pharmacists you need to know that the time, effort and money spent on your social media activity is working as hard for you as it possibly can.


The great thing is that ‘in-built’ analytics within social media provide a wealth of valuable insights to help you understand which sort of content is driving the most engagement, with whom and when… and when you know this, you can give your fans more of what they want, when they want. So, I highly recommend that you keep an eye!


5532 Zeroderma quarter page advertorial PiF v3.qxp_5532 Zeroderma quarte


Damian Donnelly is Principal at Ad_Man Creative Insight & Strategy www.i-adman.com


Up to £1 million savings for NHS Scotland with Zeroderma


Stress levels, if not managed, can spiral out of control.


WE CAN HELP Wardley wellbeing service


Workshops, e-therapy programmes, webinars and factsheets


Listening Friends helpline Support for those who may benefit from talking things through with a pharmacist trained to listen and reflect


Pharmacist Support – the profession’s independent charity Call Listening Friends: 0808 168 5133 Call general enquiries: 0808 168 2233 Visit: www.pharmacistsupport.org Email: info@pharmacistsupport.org


Pharmacist Support is a charitable company limited by guarantee registered in England & Wales, company no 9237609 & charity no 1158974


By changing from branded emollients to the cost effective Zeroderma emollient range, NHS Scotland could save £1 million a year and one Scottish Health Board could save around £200,000 p.a.


The Zeroderma range of eight emollients are similar in formulation to around 50% of currently prescribed emollients and offer cost savings of up to 37%. They are all sodium lauryl sulphate (SLS) free and available on prescription.


Many Health Boards and Clinical Commissioning Groups (CCGs) have adopted the Zeroderma range onto their formularies and cost savings are being made without compromising on patient care.


To find out how much your Health Board could save visit our QIPP and Emollients toolkit at www.qipp.trderma.co.uk, developed by Medicines Management teams it contains everything needed to implement product changes at practice level, as well as a guide to the savings your Health Board could make.


For further information or patient evaluation samples, email: zeroderma@thorntonross.com or visit www.trderma.co.uk


Thornton & Ross, Linthwaite, Huddersfield. HD7 5QH Phone: 01484 842217 | Web: www.trderma.co.uk


PhARMACY In FOCuS - 59


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