If you don’t have the Facebook pixel installed on your pharmacy’s website, you’re missing out on a huge opportunity your competitors are already taking advantage of. And I mean huge!
What opportunity is that?
Not just cheap advertising, but cheap advertising that works extremely well, even if you’re a tiny pharmacy in an old, sleepy town in rural America.
But first… I’m not a programmer. In fact, I don’t know how to code a single thing. I can perform very basic functions on the WordPress platform so I can update my websites regularly, but that’s it. From a media perspective, I only use two pieces of software, and again, I only perform the basic functions on both – IMovie for videos and Canva for pictures.
As a pharmacy owner, I’m sure your programming skill set matches mine. So before you dismiss this please understand this article is written for people like us.
What is the Facebook pixel
So, if you’ve never advertised on Facebook before or your Facebook advertising consists of just boosting posts, you probably are wondering what a Facebook pixel is.
In a nutshell, it’s a simple piece of code that allows you to track what users from Facebook do on your website. That’s it. And the beauty of it is – If you don’t know how to code, like I don’t, you can still add it to your website in less than 10 minutes using an app. It’s as simple as copying and pasting. If that even sounds like too much, your website designer can do it for you, and she shouldn’t charge you more than $20 to do it.
Oh yea, and that one simple piece of code can do all of the things I’m about to mention. You just need to install it once and forget about it.
Why should I care though?
Simply put – because it can get you new business ridiculously cheap.
Of course, that’s an extremely generic statement so let’s talk specifics.
Retargeting to warm customers
Wouldn’t it be great if, after the next customer that visits your pharmacy and looks at CBD oil but doesn’t buy it, you could immediately contact her and answer any objections she may have had that led her not to buy it? Or, even offer her a discount that would entice her to purchase it?
Well, that’s exactly what the Facebook pixel can do.
If you write an article on CBD oils on your website and post it on your Facebook page, you can very easily track everyone that saw the article on your Facebook page and clicked on the article. And then, you can create a Facebook ad and target just those Facebook profiles with your ad.
And that means?
You’ll spend less on advertising and make more money because, as you’re well aware, most people don’t make purchases on the spot. It takes time. They look at it, think about it, research it, talk to friends about it, and then once they’re confident it’s the solution for their needs, they buy it.
I purchased a wood pellet grill last spring. It took me two months to decide to make the purchase. Guess who I bought it from? Menard’s. Do you know why? Because I already knew, liked, and trusted Menard’s. I was constantly getting emails and ads from them about their grills so when I was ready to make a purchase, they were at the top of my mind and tip of my tongue despite not being the lowest price.
Warm traffic (people who already know, like, and trust you) is always cheaper to convert than cold traffic (people who have never met you before). Retargeting ensures you’re always spending advertising dollars on warm traffic.
Better Converions – Target only those likely to buy
It always would pain me to advertise in the local paper because it was so inefficient. If I was running an ad for a new breast pump, I knew it would only, despite the newspaper’s circulation of 10,000 people, apply to a small percentage, say 500, of the readers. Yet, I had to pay for all 10,000 sets of eyes. What if I could specifically only target women between the ages of 25-40 who liked the brand Huggies? Wouldn’t that cost me less?
Well, that’s exactly what the Facebook pixel can do.
Facebook, using the power of its algorithm, will only show your ad to people likely to convert. So if you have a coupon for $20 off a brand new breast pump you just added to your pharmacy and create a Facebook conversion ad for it, once the algorithm has enough data, it will only show it to Facebook users that are very similar to the users who clicked on the ad and purchased one. Thus, no more wasted money on eyeballs that have no interest in your ad.
Lookalike Audiences – Finding more customers
If Mrs. Smith, who is a 35-year-old mother of 3 and enjoys fitness, Jason Aldean, and vacationing in Destin, loves your pharmacy, there are probably a hundred of other women just like Mrs. Smith who aren’t patients at you pharmacy but would love to be if they just knew about you. Of course, you could advertise at the events Mrs. Smith attends hoping women like her will be there, but that can get expensive, and you don’t always have time to set up a booth at them. What if there was a way you can find other women just like Mrs. Smith without spending a fortune?
Well, that’s exactly what the Facebook pixel can do.
Let’s say you write an article about the most common natural remedies for menopause. Of course, only women interested in menopause are going to click on the article on your Facebook page and read it. Without the Facebook pixel, you’re limited to fans of your page and their friends that see it through their interaction with the article. However, if the Facebook pixel was installed, you can have Facebook find and create an audience using its powerful algorithm that looks exactly like your fans that read the article. And then once Facebook had found enough interested readers, you can create a Facebook ad that introduces you to them (hint – a testimonial from Mrs. Smith work really well here). How cool and easy is that?
How do I install it?
Step 1 – Create the pixel
This takes no more than a few seconds. Log into your Facebook account that’s associated with your pharmacy’s Facebook page. On the right side of the page, there’s an arrow. Click on it and then click on “Manage ads.”
You’ll then be taken to your Ads Manager page. Click on the three horizontal lines in the upper left corner and then select pixels.
Select create pixel in the green box.
And that’s it. Your Facebook pixel is created.
Step 2 – Install the pixel
Now you’ll need to install it on your website so it starts collecting data for you. Once your Facebook pixel is created, Facebook will ask you how’d you like to install it on your website. The installation depends on the platform your website is hosted on.
If a developer created your website from scratch and hosts it on her servers, you’ll choose the third option and email the code to the developer.
If you can code, you’ll choose the second option and add the code to your website yourself.
If your website is hosted on a platform like Shopify or Wix, you’ll choose the first option.
I use the WordPress platform for my websites primarily because that’s the platform I’m most familiar with. I can add pages, update current pages, add posts to my blog, and change things around with hiring a developer. So, for me, there are a handful of free WordPress plugins I can add to my website that will add the Facebook Pixel by just copying and pasting my Pixel ID like PixelYourSite and PixelCaffeine.
Step 3 – Create the audiences/conversions
Once the Facebook Pixel is added to your pharmacy’s website, you can begin creating custom audiences and conversions. Of course, depending on the traffic to your website, it may take a few days to a few months to gather enough data to generate these audiences/conversions.
Because the options are unlimited when it comes to custom conversions and audiences, I’ll discuss this step in more detail in a future article. For now, I just want you to get the pixel added to your website so it can start gathering data.
Bonus – How to advertise your consultations
Right now there are a handful of pharmacies charging $150+ for 90-minute consultations in specific niches like weight loss and BHRT. They’re running into a problem though. Although the patients who have completed the consultations absolutely love them, they’re having trouble finding patients like them who would also benefit from a consultation. Even in a large metro area, patients willing to pay $125+ for that service will be spread out so much that advertising to them using traditional methods would return a negative ROI.
The Facebook pixel may be your answer.
An astute marketer with zero coding experience could create a pretty cool “fly trap” using the pixel to retarget a warm audience that could virtually run month after month bringing in high quality leads for no more than a few bucks. How? Let me spitball a little here….
First, I’d review my current patients and find the 5 most common questions they had during their consultations. Once I had those 5 questions, I’d create an article on my website answering each question in detail. I’d post one article per week on my website and post the link on my pharmacy’s Facebook page.
I’d then log into my Facebook ad manager and create a custom audience just for people who visited those articles. That’s it. No one else.
Ordinarily, I’d post the article, wait, and just let Facebook’s algorithm do its magic. However, because I have data from current patients, I can boost the articles for $5-10 targeting specific demographics that are common in my current clients so that the entire process is sped up. This is especially good if your pharmacy’s Facebook page only has a few fans or if there is little interaction on your page.
So I’d review the demographics and interests of my current clients and look for any commonalities. If my niche was BHRT, my clients may all be females ranging in age 45-60 who mentioned Suzanne Somers at some point during the consultation. So I would boost the Facebook post with the link to my first article and only target women between the ages of 45-60 who like Suzanne Somers. Now, because I can do these consultations online with my HIPAA-compliant video chat, my target area can be just my local area, my metro area, my entire state, or my entire region.
Once I’ve boosted a few articles the pixel should have quite a bit of data and my custom audience of visitors to those articles should be pretty large. Now I’m going to create the 2nd ad, and that ad is going to sell my consultation package. I’m only going to show this ad to Facebook users who have read at least one of those 5 articles because a warm audience will always convert better than a cold audience for a package like a BHRT consultation. Now there’s a variety of ads to choose from, but I know for this specific package, leads are more likely to convert from word of mouth, hearing someone just like them explain how much my consultation has helped them. So I’m going to choose a video ad with a testimonial from one of my patients, and at the very end, I’m going to have my call to action – an email, phone number, or messenger account they can contact immediately to set up an appointment.
Of course, it may take more than one testimonial to convince someone your consultation is right for them. So, I’d then set up a third ad with either a different video testimonial or an answer to a common objection clients have said about why they didn’t purchase one. For the third ad, I’d retarget anyone that watched at least 25% of the 2nd ad.
Won’t that be annoying though? Absolutely not. They’ve already raised their hand and said they were interested in what you were offering by reading your articles and watching your client’s video testimonial. Obviously, they’re still in the research stage of the purchase decision so you have to keep in contact with them so when they’re finally ready to buy, you’re top of my mind and tip of the tongue. If they were annoyed, they wouldn’t have read anything.
Pretty cool, right? I know it sounds like a lot, but honestly, it’s much easier than writing a case in therapeutics class. All it takes is a few hours on the weekend. Once it’s done, you set it, check on it weekly, and watch the leads come in week after week after week.