I find when it comes to marketing, everyone's first thought is to set up a strong social media presence. While it's a fantastic tool for raising awareness, pharmacies must explore other channels to connect with their community. And believe it or not, focusing on these channels can be even more crucial than social media! So, stepping away from the digital marketing strategies for this blog, I’ve highlighted below why and how you can begin to tap into generating engagement for your pharmacy at a local level!
For most pharmacies, the local community is the most important part of your pharmacy identity, knowing your customer's needs, and the demographic that surrounds it helps you to understand what to specialise in for the greatest success. But how do you build up the trust and the connections beyond the four walls of your pharmacy?
The biggest piece of advice we can give pharmacies when considering how to get their names out there is to become involved and build a reputation within your community as those healthcare professionals to trust. By actively engaging with your local community and supporting local initiatives, pharmacies can create stronger connections, promote wellness, and make a lasting impact that will improve all of their loyalty goals. At the centre of integrating community engagement is a simple idea:
To truly be a part of the community, pharmacies must immerse themselves in it.
This goes beyond traditional strategies like rewards programs or friendly customer service. It involves pharmacies actively participating in local events, supporting community organisations, and offering their valuable resources and services to those in the neighbourhood. Pharmacies at the end of the day are dealing with people, so relationships hold so much value.
If you’re asking yourself how exactly does this look? I have outlined some practical ways pharmacies can enhance their community engagement efforts:
Support Local Charities: One effective way to demonstrate commitment to the community is by donating to local charities. Whether it's through monetary contributions or providing goods and services, pharmacies can make a visible difference.
What to do: Consider attaching your pharmacy's logo to donations and sharing the story behind your support on social media. This not only raises awareness for the charity but also showcases your pharmacy's values and commitment to giving back.
Promote Local Community Groups: We have noticed that pharmacies can strengthen ties with the community by actively promoting and supporting local organisations and sporting groups.
What to do: Display signage in your pharmacy showcasing your sponsorship or support for these groups. Additionally, consider offering discounts on relevant products in connection with community events. For example, offering discounts on hydration products during sports events demonstrates your pharmacy's commitment to community health and wellness.
Offer Health Workshops and Presentations: Beyond your traditional pharmacy services, consider hosting health workshops and presentations for the community.
What to do: Cover topics relevant to your audience, such as managing chronic conditions, nutrition, or mental wellness. By providing valuable health information in an accessible format, pharmacies can position themselves as trusted sources of healthcare knowledge within the community.
Partner with Local Schools and Institutions: Collaborating with local schools and educational institutions is another effective way to engage with the community.
What to do: Offer educational sessions on health topics relevant to students and parents, sponsor school events, or provide internships for pharmacy students. By supporting education and nurturing relationships with future generations, pharmacies can build lasting connections within the community.
Offer Community Health Services: In addition to traditional pharmacy services, consider offering community health services such as free health screenings, wellness checks, or vaccination clinics. These services not only benefit community members but also provide opportunities for pharmacies to engage with individuals on a personal level and address their healthcare needs.
Engage on Social Media: (I couldn’t not include the tools we specialise in and rave on about 😜) We say this all the time, but social media platforms provide pharmacies with powerful tools to connect with the community.
What to do: Regularly post updates about your involvement with local organisations, share photos of pharmacy staff participating in community events, and highlight partnerships with community groups. By actively engaging with your audience on social media, you can amplify your pharmacy's impact and reach a wider audience.
By embracing community engagement as a core part of your mission, your pharmacy can make a meaningful difference in the lives of those you serve. The last tidbit is that not all pharmacies have gotten onto the community engagement train! This presents a chance for your pharmacy to differentiate itself from competitors. Personally, I'd gladly make a detour to visit pharmacists I recognise from our community rather than ones I don't. Building that connection is key.