NUMARK ADVERTORIAL
Using digital marketing to promote your services
PROmOTINg yOUR OffERINg ThROUgh DIgITAl mEDIUmS CAN BE EXTREmEly EffECTIVE IN REAChINg hUgE NUmBERS Of POTENTIAl CUSTOmERS.
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et’s take a look at how you can make the most of your digital presence and exploit the likes of
facebook, email marketing and website adverts to drive customers into your pharmacy to access NhS and private services such as flu vaccination, travel or health screening.
Social media Social media is now engrained into day to day life and both your competitors and customers are very likely to be exploiting its many benefits.
Using social media is an efficient way for your pharmacy to interact with potential customers and promote the great services you offer.
To help your campaigns in driving awareness try creating facebook and Twitter template headers.
Facebook and Twitter tips • Add imagery to your posts/ tweets - this will significantly increase your exposure. Ensure images are relevant to the subject matter e.g. for smoking cessation an image of a cigarette being stubbed out.
• You can edit the post/tweet before publishing – add your personal touch and that unique personality that helps you stand out from the crowd.
• Post/tweet at the right time - during peak times you are far more likely to make an impression. As a general rule, try to tweet between 1pm and 3pm monday to Thursday. Posts in the lead up to awareness dates such as ‘know your Numbers’ and ‘Stoptober’ have the potential to be incredibly effective.
36 - PhARmACy IN fOCUS
• Utilise hashtags - increase your reach within the local community e.g. #Stoptober.
Top Tip - Pin posts to the top of your page your facebook and Twitter pages allow you to pin a post to your page, which means it will be fixed as the top post until you remove it and therefore be the first message any visitors see.
why not pin a post around each of the services you offer for a few days a time giving each of the services that extra bit of exposure.
Numark members can download free facebook and Twitter templates, as well as template posts to help kick start campaigns.
Email campaign Email marketing campaigns are an effective and efficient method of communication and consistently offer significantly higher returns on investment than many other more traditional communication mediums such as direct mail.
here are a few of the major benefits of using an email campaign to reach out to your contacts:
• Low cost – the relatively small set up and monthly cost for utilising a professional email client means email marketing offers a cost effective way of reaching a huge number of prospects.
• Easy to create and track – most email clients now have easy to use interfaces that don’t require you to have significant technical expertise and therefore allow you to create
engaging and powerful emails in next to no time. Unlike other mediums, results can be tracked directly through your email provider and google Analytics which means improvements can easily be identified and implemented.
• Instant results – emails are delivered whenever you schedule them and you can see results within minutes. Adding clear ‘calls to action’ can mean the recipient is only a few
John Whittam
clicks away from potentially booking an appointment with you.
why not try sending an email to your database that highlights the range of services you can provide and communicate the ease at which prospective customers can access these.
Try tailoring emails around health awareness dates, so a few weeks before No Smoking Day why not send
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