A pharmacy website is just like a pharmacy. In the same way that, historically, any advertising you did through newspapers, radio or magazines would direct people to your pharmacy, any advertising you do nowadays should direct people to your website. Because your website is where you have control. 

Direct people to a Facebook page, for instance, and you are still competing with a notification that their daughter has just posted a photo of her new puppy. One puppy notification, and you’ve lost them. They’re gone. But a website is completely your environment, where patients have an experience you have designed.

They can browse helpful information, view prices and appointment availability, sign into their account for historic appointment data, subscribe to your mailing list, book and pay for appointments and now, with independent prescribing, they can even order POM and Pharmacy medicines. 

You cannot replicate this functionality anywhere else. OK, technically, you could set up a Facebook page to do a few of those things, but at that point, you’re beholden to Facebook. One false move and you could have your entire page banned and your business gone.