Content Marketing is King for Pharmacies

I know you’re squeezed for time. Between the insurance paperwork, filling scripts, counseling patients, and trying to shed some light on shady PBM practices, you’re overwhelmed. Worse yet, you’re also making less money even though you’re working harder.

As much as I hate to drop more on your plate, I have to.

And here’s why….

The simple truth is that you’re not going to grow by just opening your doors and filling scripts for your existing patients. Yes, word of mouth marketing is critical to your success, but if you really want to grow, you’re going to have to put in some work and time getting your name out there.

Unfortunately, the days of spending 2 minutes writing an ad and putting it in the local newspaper hoping to get new patients in the door are almost over.

Today, especially in a world of social media and the internet, people aren’t looking for ads. They’re looking for answers.

Thus, content marketing is king.

What exactly is content marketing?

According to The Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

In layman’s terms, it’s creating solution-based content for your market’s problem(s). Or, in T.J.’s terms, it’s creating content that your customers want to read, listen or, or watch.

But why does it even matter?

According to marketing guru Neil Patel, this is why it matters:

  • Almost 1 out of every 4 customers found a company through the company’s blog.
  • Someone that reads your blog is 74% more likely to become a customer compared to someone that hasn’t read your blog.
    -On average it takes someone 3.15 visits to your blog before she makes a purchase.

Oh, and did I mention that blogging is free? As paid advertising continues to increase with each passing year, blogging is an excellent medium to get your name out there.

So to summarize, if you’re not putting content on your site, you’re missing out on acquiring new patients for FREE!

So what do I write about?

In the age of “internet doctors”, “I don’t know what to write about it.” isn’t a valid excuse. Everyone is on the internet looking for answers to their medical questions. There are literally hundreds of thousands of topics to write about.

Here are a few ways I find a neverending list of things to write about that my customers actually read:

  • Headlines in the news
    Look around and pay attention to what’s hot, and then write an article about it. For example, over the last month or so, manufacturers of losartan have been recalling various lots. Patients have been freaking out. They’re searching the internet, calling their doctors, and stopping by your pharmacy to find out more about it. Instead of answering this question one hundred different times, write a blog post about it and share it on Facebook. I guarantee people will share it, comment on it, and like it. You’ll get organic search traffic from the SEO and social media traffic. That’s FREE publicity for you.
  • Questions from patients at your pharmacy I had a professor once that would implore us to ask questions during her class. She’d always say, “If you have a question, I guarantee at least 5 other students have that same question so don’t be afraid to ask it.” That goes the same for your patients. If you find yourself answering the same question month after month, I guarantee you 1,000 other patients, most not currently patients at your pharmacy, are perplexed by the same thing. A blog post will not only answer their question, but it will also introduce them to possibly their new pharmacist – hint, hint.

The nice thing about Q&A’s is that they don’t have to be very long. A paragraph will often do and can be done in less than 10 minutes.

  • Magazine topics
    Magazines spend an enormous amount of time and money on researching and writing articles that readers are excited to read. If their articles aren’t interesting, their business ceases to exist. So, next time you’re in the line at the supermarket, peruse the headlines in the various magazines and see if there are any that your patients would be interested in. Many of the women’s magazines like Self often have a few articles about health
  • Buzzsumo If you absolutely cannot think of anything to write about, visit BuzzSumo.com and type in a phrase. It will you show you the most popular articles on social media for that topic. It even breaks it down by Facebook shares, Twitter shares, etc. Click on the first few articles and read them to get an idea for your blog post.

Blogging and creating content is a huge opportunity for you. It’s just another way you can set yourself apart from the competition, create “top-of-mind-tip-of-tongue” awareness, and solidify your place as an expert in your market. Do you think the local CVS or Walgreens pharmacist is blogging? Nah. So use that to your advantage.

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