Competition ~ Existence ~ Success

Your Business ~ Your Choice

Independent Pharmacies are among the top of the list that should have a credible ‘web presence’ so that they remain a mainstay of our American tradition during a time of ‘mass market’ overload.

In our technology oriented society, there is a list of criteria that should be followed to create an appropriate ‘web presence’ for your Pharmacy. The success of your business depends on reflecting the correct image.    

Working with a Pharmacy-specific web development company that understands your needs is the first step.  The ‘value’ in their knowledge can save you time and money; and gives you choices that may be important for your Pharmacy.

“Web Site” vs “Web Presence”

A web listing, is entirely different than a web presence.

Free and paid listings usually include the retailer name, location, phone number and sometimes a brief description.  A ‘static’ web listing – may have 5-7 pages of never-changing information=

no reason for the customer to return.  This equates to a waste of dollars spent.

A ‘web presence’ is a professional web site that engages the consumer, provides current information and helps your business reach its goals.  Savvy multi-channel retailers use listings, links to their web site and search engine strategies to grow traffic to their site and their Pharmacy.  When judging a web site, keep the following questions in mind:

*Does the web site attract, engage and retain the preferred customers?

*Does the site provide the level of customer service consumers expect?

*Does the site offer added value that encourages the consumers to refer the site to others?

*Does the site encourage the consumers to return to the site often?

A Yellow Pages Listing is NOT A Website

An internet Yellow Pages style ‘listing’ is not a website; nor is the listing with the local Chamber of Commerce, a  “co-op” site that doesn’t recognize your individual pharmacy or any of the other ‘free’ referral listings!    These may actually do more harm to your image than good as they are often of lesser quality and may reflect badly on your business.

“Creating your own Pharmacy website makes about as much sense

as a general lay person trying to make their own prescription”

~ Karen Sulprizio

Having Control Over Your Site:

You should have 24/7 access to your site – so that you can dictate changes around your busy schedule. Patients are looking for and are interested in pertinent news articles, integrative medicine, your opinion and your recommendations.  The local Pharmacist is a trusted resource for consumer health information– so make good use of your site to provide this information to your patients!

You must have easy to use Marketing tools:  Like putting gas in a car, your site must have consistent marketing: E-mail promotions, communiqués, on-line coupons, informative e-newsletters, new product announcements. Reasons for customers and patients to return to your site!

To ‘e-commerce’ or not:

When considering to sell product on-line (e-commerce) you must understand:

* Having an e-commerce site is like having another retail business – you must have the inventory, space and staff to support the site needs. If you aren’t ready, start out with a content driven site and upgrade to e-commerce later.

* Don’t sell general OTC – no one is interested in buying cotton balls or bandages on your site, when they can get them in hundreds of locations.  Besides, you cannot compete with the discounts that the mass merchandizing chains can offer. Use your internet ‘real estate’ wisely to reflect products that will attract your patients and increase your margins.

* Don’t sign up with a company that limits the products you want to list or requires that you sell only a particular brand type.

* Work with a company that has a Product data upload department. Their staffed with experts that will coordinate with suppliers of product you want to offer on your site

* Where possible – list ‘rich text’ information and product pictures. A good web company will work with your suppliers and distributors who can supply this type of information.

Site Counters Are A Thing of The Past:

A ‘web presence’ of today includes an easily accessed list of exactly what pages your patients and customers are going to, how many unique visitors you have had, how many people have read your personal news articles, what quantity of those customers are looking at product you have listed and what are the top ten viewed products!  This is important marketing information that should be available at your fingertips. 

Informative and Ever Changing:

A true ‘web presence’ Pharmacy site should give you the platform to tell your unique story and yet have some areas that automatically change ~ to keep pace with the ever changing market. You should be thinking about today’s patients that look to you for their wellness needs and tomorrow’s customers that will be drawn to your Pharmacy because of the communication, marketing and unique quality of the products that you offer.

Easy Navigation:

A patient should be able to easily navigate every page without having to hit a ‘back’ key. No irritating pop-ups and no outside links to other sites with precarious information.  You should have clear separations between your store message and your ‘About Us’: these are two individual topics. 

Professional Network:

This is a topic that is pharmacy-specific.  If you have a network of medical professionals that you work with, share the information on your site.  Patients look to you for these recommendations and your web presence is the perfect arena to share this information.

Blend Tradition With Modern:

Your Pharmacy takes great pride in the tradition of your field.  Reflect ‘customer service’ as the flagship trademark of your community Pharmacy ~ with a site that stays-in-the-positive in all areas for your patients. 

A good web site will help your pharmacy by attracting new customers, educating and promoting effectively to existing customers and serve as a valuable resource for your patients that will enhance their affinity towards you and your Pharmacy.