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When it comes to digital, there are some simple things to have and some lessons we can share on what to avoid.
Best practice is to have:
1) A business plan
2) Business goals
3) An idea of how you'll use digital means to achieve those goals
4) A website + digital outreach
5) A budget + staff to support + a digital partner
Without an overarching plan, all your efforts into digital engagement will amount to very little. Ultimately, this will cost the pharmacy more in lost sales, disappointed customers and wasted time.
If you set goals, you’ll have something to work towards, making your efforts measurable and meaningful. A plan/strategy for your business efforts means you can assign resources (people + money + time) and choose the right digital options to achieve your goals.
Have a look at a range of poorly presented pharmacy websites + social media and you’re assured to find that they didn’t have goal, a strategy and tried to do it on the cheap. The truthful outcome is a website and social media profile that hasn’t been changed, updated or reviewed for months – making customers feel uneasy that they’re dealing with a business which is stale.
It's worthwhile requesting the 'Digital Engagement Framework Workbook' via email firstname.lastname@example.org . It's a fantastic way to step you through the creation of your digital strategy.
2nd August 2018
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