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Even if you think your customers aren’t looking for you online (hint: the data says they absolutely are), pharmacies that don’t have a website are destined to suffer. Because if you were hoping to rank highly for all those things your customers want to know about you, your competitors that do have a website are already way ahead of you. Google loves it. Customers love it. It’s a no-brainer.But one of the biggest gripes pharmacy owners have about needing to build, maintain and manage a website is the fact they think they don’t have anything except opening times, an address and a list of services to offer.That couldn’t be further from the truth. And with a bit of strategic thinking about your story, your community and what actually makes you stand out, your website can help drive more footfall, more customers and more loyalty.Here’s 5 ways your website can help do it.
26 August 2019
5 reasons a pharmacy like yours needs a website, with examples
O’Connor’s Pharmacy is a great example of how a pharmacy can use a website to differentiate itself from competitors. Their objective is to attract customers so they become part of their pharmacy’s legacy, and they use their web platform to portray a strong, clear and clean message that backs that up. Truly a website with business objectives at its core. What is your business objective? Use your website to drive the message home.
As a local pharmacy, having a website is an incredible way to reinforce a brand that no one else has - yours. You want to build your pharmacy as a business and for that to excel you need a strong brand - and we don’t just mean pretty colours and a logo. A website tells customers who you are, what your story is, and why you are different. This is an opportunity to show what makes your pharmacy unique, and simultaneously provide helpful and beneficial information to your customers.Example: https://www.oconnorspharmacy.com.au/
The Gap Pharmacy uses their website to tell customers about the kind of services they will get, along with all of the diverse services they offer - baby weighing, blood glucose monitoring, pharmacy click and collect, home deliveries and more.What’s that you say? You do all that too? You should put it on your website...
Pharmacy Guild of Australia research shows community is a vital driver for customers in our pharmacies. And what better local health community than in a pharmacy. Health checks, vaccines, dieticians, physio, naturopaths - all of them provide an opportunity to showcase your services other than just selling medicine. And your website is the place to do it.Before customers make the trip to your pharmacy they want to ensure you offer the services they need. This information should be kept up to date and relevant based on customer needs, for example when flu shots become available in flu season. Presenting your services in an easily accessible manner will draw customers to your store. Especially when those services are unique, or are presented in a unique way.
Categorised products, or even just hero products, clearly show what you can get and what you can expect to pay. Allambie Neighbourhood Pharmacy has used this method. It’s the perfect strategy for common best-sellers - and it minimises the updates you or your staff need to make to your site, because we know you’re already busy.
Customers and potential stockists want to know what brands and products you stock. For customers, they will use your website to check what items you carry to ensure your pharmacy can fulfill their needs. They also want this information so they can compare your products and their prices to each other and those of your competitors before they make a decision to come in store. Potential stockists can also find you and see what you currently have on offer prior to making contact. This will help them to determine whether their products will be a welcomed addition to your offerings, and minimise irrelevant stockist requests.
Scott Street Pharmacy uses their About Us page to clearly introduce their team with headshots and bios outlining the core staff members’ qualifications and a little bit about them. They also display headshots and names for all staff members on their team. Customers know who they can expect to see when they walk into the pharmacy and gain peace of mind knowing that their pharmacists are qualified.
Staff encapsulate your brand and each person brings something unique to your store and team. Promoting your staff on your website puts a name and a face to your store. This makes your pharmacy more personable and credible, while promoting a relationship between your team and your customers. A strong website will also have you attracting staff. When applying for jobs employees want to feel out the company that may be their future employer. This will show them your brand, what kinds of services they may be requested to perform, and who their fellow employees will be.
Alive Pharmacy Warehouse is leading by example and uses its website to answer pharmacy questions their customers might have. The big win here is Google will favour your content when someone in your area searches for a health term. And because you know your area well, you know the exact questions your community has - and you can answer them. You only have to do it once and that content will last you for years, drawing customers to your brand.
With searches surrounding ‘pharmacy’ growing every year, it is key that your pharmacy can answer these questions. Potential customers rely on their phones for quick information, and your website is where they will look for answers. You want your website to be a one-stop shop for all your pharmacy information.
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