Let’s not complicate things. Marketing is simply how you present your product in the marketplace. A pharmacy (and all its services) is the product. Exactly how you present a product can get incredibly detailed, but at its core, you cannot sell a product without marketing it in some way. And digital marketing is exactly the same – except the presentation is online.

Half art, half science

Advertising or appearing online doesn’t automatically equal increased sales. Overnight successes are very rare - and they are almost always circumstantial (like PCR tests at the start of the pandemic). Unless a pharmacy is prepared to be marketed, piling loads of money into a marketing campaign is wasteful. Just because you want something to happen, doesn’t mean it will.

In this module, we’ll look at how to increase the chances of it working for your pharmacy, including:

• Why marketing works in some cases, and not others
• What makes a pharmacy ideal to market (and why)
• Your website, and why it’s central to digital marketing

But before we start, there’s one more thing to clear up. Digital marketing is half art, half science, and absolutely zero part magic.

You can apply exactly the same digital marketing strategy to two different pharmacies and get two different results. Just in the same way you would if you marketed two different toys the same way. So, why does digital marketing work sometimes, and not others?