
7 Mistakes to Avoid in Pharmacy Content Marketing
If you’re like me, you try to fast forward/skip as many ads as possible when you’re watching TV (Youtube/Hulu, etc.). And if I do have to sit through an ad, I immediately pick up my phone and surf the web or go on social media.
I don’t know about you, but when I see the word “ad,” I instantly zone out because I’m thinking they’re trying to sell me something.
Our cell phones are the new media delivery system, and the most exciting part of that is the little guys (like us) still have a shot to capture the attention of our target audience. At the rate technology is evolving, pharmacy content marketing is essential to building awareness and trust for your pharmacy and not come off as “salesy.”
The Content Marketing Institute defines content marketing as:
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience–with the objective of driving profitable customer action.”
An online presence is necessary for practically every business in every industry — even in sectors as dependable as pharmacy. Pew Research found that 35% of adults in the US report going online to find information about a health condition they or someone they know is experiencing.
If one of your customers does a google search for advice on how to treat a sunburn, what will they find? Odds are, they will get a list of blog posts and articles offering advice and remedies for sunburns. Since Google prioritizes local results, a local pharmacy that is giving this type of information on their website will show up higher on google search results.
The Benefits of Pharmacy Content Marketing
Before we dive into the common mistakes in pharmacy content marketing, let’s look into the advantages a comprehensive campaign can offer. One of the most significant benefits of social media pharmacy marketing is that it allows a pharmacist or the pharmacy page to connect with patients in real-time. The more you engage with your customers, the more you build a trusting relationship. Below is an excellent example of Parker’s Pharmacy in Baton Rouge, Louisiana engaging their community and building lasting relationships!
Even if you’re starting out, capturing these kinds of moments builds authenticity. Use a cellphone tripod and remote (like I did) to join in on the action, by all means, get in the shot!
What Pharmacy Content Marketing is Not
Pharmacy content marketing is many things, but there are undoubtedly a few things that it is not:
- It Is Not About You or the pharmacy — This one flies straight in the face of most strategies. With pharmacy content marketing, the content needs to be about your audience. You want to provide your audience with value.
- Instant Sales — Pharmacy content marketing is a long-term strategy for building customer trust and loyalty. It isn’t as concerned with an immediate sale. Building customer trust will create sales; this is playing the long game.
- All About Creativity — Creativity is king of the advertising world, but not pharmacy content marketing. Useful/valuable content is king in this strategy!
Now that we’ve discussed the general concept of pharmacy content marketing, we can dive a little deeper to avoid common mistakes.
According to Content Marketing Institute, only 9% of B2B marketers consider their content marketing efforts to be “very effective.”
What does this mean? You created all this content, and it actually won’t help your pharmacy?
R-E-L-A-X…the history of content marketing is loaded with stories of success. Companies like Nike, Sears, and Lego to name a few. In reality, it is one of the oldest strategies in the marketing playbook. Here are a few mistakes to avoid when creating your pharmacy content marketing strategy. See if you can identify with any of these.
1. You aren’t promoting your content.
The best way to make sure your pharmacy content marketing doesn’t get noticed is to do nothing after you create your content. Many believe “content marketing” is solely generating content. But the bigger question is, how will your potential customers see it?
Creating content is only one element of content marketing. Pharmacy content marketing can be broken down into two main components parts:
Here are some simple ways to promote a blog post:
- Email newsletter
- Marketing email to a landing page
- Tweets
- Posting in Facebook groups
- Sharing on LinkedIn.
- Influencer sharing
- Have your staff share on social media
The critical thing to remember about pharmacy content marketing is that creation is only one piece of the overall strategy. It can get overwhelming with all the promoting options; my suggestion is to plan 2–3 promotional streams before creating your content.
Pharm Tip: Partnering with a charity could also be a great way to show your patients how much you care about your community while also building a partnership with a local charity.
2. Your content sucks.
I genuinely mean no disrespect, but not everyone takes the time needed to create quality content. This strategy involves producing content, yes but the quality of that content is of absolute significance. Throwing out tacky content online will have a negative impact on how your pharmacy is represented.
Why is my content so bad? 1. You haven’t found what type of content to create. Nearly every business struggles with how to produce engaging content. If it’s challenging for the pros, it’s that much harder for us. 2. You hired a cheap writer/creator. Ever heard the saying, “you get what you pay for?” (quality over quantity)
3. Your topics are boring. Yes, I can agree that sometimes pharmacy content can be mind-numbingly dull. But I know your pharmacy has the “secret sauce” to spice it up! It’s all about taking the time to create the most engaging content. If you want your pharmacy content marketing to work, you’ll have to be patient and pay attention to what your audience wants to see.
Pharm tip: With Google Analytics you can gain insights about your audience, mainly from your website/blog posts. Also when it comes to content creation, illustrating your content with visuals, videos, infographics, and high-quality pictures will increase your chance of success.
3. Your pharmacy has awful search engine optimization.
Your pharmacy presumably relies on attracting prospective patients who live near your business — so managing your local search engine presence on is vital! Its necessary for customers to find your content online to have any hope for success.
4. It’s not “entertaining.”
If you don’t enjoy producing content, your audience will be able to notice. Pharmacy content marketing is pretty much the entertainment business, right? It’s always a good idea to throw in some humor or behind the scenes glimpses to mix it up. Hosting monthly quizzes, dares, and competitions that convince people to take an active part in their health care plan is an excellent start.
I found using these two tools came in handy, especially for the behind the scenes footage! It’s amazing how beautiful a picture from our cell phones come out nowadays!
A big mistake is not fully committing to the cause. Pharmacy content marketing requires a committed team that won’t give up easily and most importantly will work consistently.
5. You don’t spend much on content marketing.
Focus on the percent of marketing budget spent on content marketing (39% vs. 16%). With a well-defined strategy, you can make sure your marketing dollars are spent most effectively.
6. You haven’t updated pharmacy content marketing strategy.
The better question is, does your pharmacy have a strategy? If not, creating one should be a top priority. For some strategic tips, check out this article:7 Proven Social Media Tips for Pharmacies
7. Impatient.
Pharmacy content marketing takes time. When I first started, it took our business almost ten months to rank in the top 5 search results on Google! Don’t expect results in a matter of a few weeks or even a few months.
Give your quality content time to earn traction and produce organic results.
Conclusion
Building relationships have always been an essential part of pharmacy content marketing strategies. Today, it’s easier to make a connection with your patients than ever before. Avoiding the mistakes and applying the tips and strategies above, pharmacy owners can find new ways to reach out to their audience. Pharmacy content marketing will display your expertise and encourage your pharmacy business to thrive. Keep track of your marketing campaigns as you execute them. When you find content that resonates with your audience, you’ve found the secret sauce!
Originally published at yourneighborhoodpharmacist.com on September 3, 2018.
