The green pharmacy cross may be excellent for highlighting your pharmacy on a crowded high street, but online it’s a very different matter. To stand out, you need a solid brand behind you. One that extends beyond a logo to the way you do things. And you need to figure out the way you’re going to do things before you do them.

Unique branding is important as it links your online presence and your physical pharmacy. It creates a neural pathway, so people associate your brand with that Facebook advert they’ve seen a few times. It means they’ve got a chance of remembering you, instead of just remembering that ‘it was a pharmacy somewhere’. Marketing generic pharmacy messages with a green cross logo is as likely to get business for the pharmacy across the road as it is for you.

As a one-off cost, branding is really worth the investment. It gets you ready to go online as well as giving your pharmacy an identity on the high street.

The only thing left is to create the perfect patient journey through your pharmacy’s ecosystem, and that includes getting people back into the pharmacy for repeat business. We’ll cover that next time.