In the midst of a global health crisis, pharmacies have an essential role to play in their communities. Even though people might be staying home more according to social distancing guidelines, your pharmacy’s marketing strategy doesn’t need to grind to a halt. With a little creativity, you can continue to effectively market your pharmacy and help customers get the most out of their pharmacy

experience.

1. Make social media a priority

Social media is a valuable resource for so many reasons. It's easy, it's free, and it's often people's favorite way to find information.  As you start to build your social media following, you can use your platform to keep your audience informed of new products and services your pharmacy offers. Social media is particularly relevant in light of COVID-19; your pharmacy can give customers real-time updates on any changed hours, services, or safety measures.

• During a time when people are overwhelmed with pharmacy options, social media gives your pharmacy a chance to earn loyalty by forming a human connection with current and potential customers. Show your pharmacy's personality by sharing fun posts including employee spotlights, behind-the-scenes videos, and contests. When you can connect with customers online where they already choose to spend their time, you can reach them on a more personal level.
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• Social media engagement ideas: 
  
  - Run contests on your page with a chance to win a  gift card to the pharmacy 
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• - Film a short video or go live to answer customer questions about weekly topics, introduce new products, or show how the pharmacy works behind the scenes (just remember to keep any patient specific information out of sight!)

- Hang a sign in the pharmacy or give out flyers with prescriptions offering a discount on items in the pharmacy if they follow the pharmacy's social media page

2. Win the family

Make your pharmacy the place the whole family can trust with their health. Taking small steps to provide children with a high level of care at your pharmacy is the kind of thing that will resonate with both kids and their parents. Healthcare visits can often make children nervous, so making children feel welcome can turn the pharmacy from one of the day's many errands to a place where children are excited to visit.

Even though fewer children may be visiting the pharmacy during the pandemic, it's still possible to connect with them and make them feel special. If a parent comes to the pharmacy to pick up a prescription for a reconstituted medication, that's your signal that the medication is likely for a child. Ask if the medication is for a child and offer to send home a get well soon treat for the sick kiddo.

Ways to make your pharmacy kid-friendly:

- Take a little bit of time each week to put together goodie bags with little treats like coloring and activity pages and a sugar-free lollipop to hand out to kids 

- Make immunizations less scary for kiddos with prizes for being brave

- Offer to custom-flavor liquid medications, which is a great way to make medicine-time less of a struggle for children and parents

3. Start the conversation 

Believe it or not, you are your pharmacy’s best marketing tool! No one knows more about the ways your pharmacy can help its patients than you do, so it’s time to put that knowledge to good use. With
doctors often relying on telehealth visits, pharmacies now more than ever are serving as the accessible healthcare providers. So speak up and help customers get the most out of their pharmacy visit by mentioning the many services the pharmacy offers that can help keep them healthy.

Many customers might view the pharmacy simply as the place where they go to pick up their medicine. However, pharmacy staff know the full spectrum of services the pharmacy offers to benefit people of all ages. As a pharmacy professional you have the opportunity to educate patients on services they can use to live a healthy lifestyle. If you can save patients an extra trip to the doctor's office, they will definitely be grateful!

Introduce customers to services like:

- Immunizations

- Medication synchronization 

- Health screenings including strep tests

- Diabetes management

The pandemic has presented communities with unprecedented challenges, and pharmacies are in a unique position to help. If pharmacy owners and employees market their services effectively, both the pharmacy and its customers stand to benefit. Take some time this week to evaluate your pharmacy's marketing strategy and identify areas that need to be changed or improved. With the right changes, your pharmacy can prove its value to your customers and earn their loyalty for years to come.