Column: Online advertising and pharmacy

“One customer well taken care of could be more valuable than $10,000 worth of advertising.” – Jim Rohn

Angela-Kay1I believe the above quote says it all! After working in pharmacy for an extended period of time I have been able to see the advances in advertising and witness which types work best for our local pharmacy. Many members of the public will be surprised to know that the most valuable form of advertisement in our local area is good old fashioned word of mouth.

In my pharmacy, we’ve tried many types of advertising to showcase our products and services; however, we’ve always found that a satisfied customer is the best.

I know that many pharmacies are turning to online advertising, which is just part of the marketing mix, but it can’t be the only type of advertising. I think a large group of loyal customers might be missing out – it’s a common misconception that most young and middle-aged customers have access to internet and social media. Often online advertisements including valuable information can be misunderstood or completely missed altogether by customers when displayed on social media.

Although I believe online advertising is a fantastic tool to use, we must not forget that people do not know ‘who the man behind the mask is’ when reading advertisements on Facebook or Twitter, and may not feel as comfortable sending a message to seek information. In the pharmacy we have the privilege to be able to connect on a personal level with our customers, which is more powerful than the number of ‘likes’ on an update.

Pharmacy advertising must move with the times, but it’s vital to remember that even though more people can be reached by online advertising, it’s an important part of our job in the pharmacy to make each customer feel cared for.

Angela Kay, South Australian Pharmacy Assistant of the Year 2015

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