A pharmacy that’s ready for marketing will have:

• A website, designed to make both you and your patients’ lives easier. What makes a ‘good’ website is a module in itself, but check out www.pharmacymentor.com/pharmacy-website-features/ for an insight into key features such as discoverability, design and a discussion on the importance of keeping information up-to-date and the value of a booking calendar and online payment solution
• Online reviews. You want at least double digits in reviews, and you should be aiming for an average of 4.5 stars or above
• A mapped out patient journey. The pharmacy team needs to understand it, so if you understand it thoroughly, you’ll be able to explain it to your team simply. The final article in this short series will cover what a great patient journey looks like
• Optimised profiles on the platform you’re advertising through (e.g. Facebook, Google).
• Time or resources allocated to contacting leads and dealing with enquiries. You wouldn’t ignore someone who walked into your pharmacy and asked a question, so you shouldn’t ignore someone who poses a question in a Facebook message.

The most important of these is the website. It should be central to everything you do.