{"id":17634,"date":"2020-03-17T14:37:03","date_gmt":"2020-03-17T14:37:03","guid":{"rendered":"https:\/\/www.pharmamanage.gr\/2020\/03\/17\/use-facebook-to-strengthen-links-with-your-patients\/"},"modified":"2024-02-01T13:56:37","modified_gmt":"2024-02-01T11:56:37","slug":"use-facebook-to-strengthen-links-with-your-patients","status":"publish","type":"post","link":"https:\/\/www.pharmamanage.gr\/en\/use-facebook-to-strengthen-links-with-your-patients\/","title":{"rendered":"Use Facebook to Strengthen Links with your Patients"},"content":{"rendered":"

Facebook is now a part of our daily lives and many pharmacies have already started using it to expand their relationship with their customers.<\/strong><\/p>\n

The simplicity of the tool, however, should not make us forget its nature and the codes that must be adhered to.<\/p>\n

The concept of disseminating information, caring for others, and the values \u200b\u200bconveyed by the pharmacy must go far beyond the commercial aspect of its activity.<\/p>\n

Many Facebook pages have been created by pharmacists.<\/strong><\/p>\n

And for good reason, since one in two people today has a presence on Facebook.<\/p>\n

Far from the complex strategies that digitalisation of the pharmacy imposes, here we can connect with the client and expand our relationship with him in an inexpensive and safe way.<\/strong><\/p>\n

But because time is valuable to the pharmacy, if we really want to create a 100% functional and truly “professional” Facebook page, we need to think about the best way to use this tool.<\/p>\n

Let’s ask some questions<\/p>\n

For what purpose?<\/strong><\/p>\n

Facebook was originally used in a personal environment.<\/p>\n

It is an exchange of information and feelings on an individual basis to the public who are our ‘friends’ and follow us.<\/p>\n

The idea of \u200b\u200b sharing is inherent in this social network.<\/strong><\/p>\n

But how do you translate this into the world of pharmacy? Who is our target?<\/p>\n

So it is necessary for the pharmacy to have first defined its strategy to answer the question to which we are addressing.<\/p>\n

This is not often the case. But because we need to target our messages, Facebook is a way to raise awareness of our target audience, otherwise our message will be lost on the Internet.<\/p>\n

Are we in a secluded zone or, on the contrary, in a very competitive zone?<\/strong><\/p>\n

What activities and specialties do we want to promote? The answer to these questions is one word: Extension.<\/p>\n

Facebook is an extension of the proximity to its “walls” that begins when the patient leaves the pharmacy.<\/strong><\/p>\n

And don’t forget that it’s mainly the human dimension of the pharmacy that Facebook will highlight!<\/p>\n

\"Facebook<\/p>\n

A personal or professional page?<\/strong><\/p>\n

Be careful, however, not to fall into the trap of creating a personal Facebook page like many pharmacists.<\/p>\n

It is possible to have a professional Facebook page that brings specific benefits and therefore opening a personal page is futile.<\/strong><\/p>\n

Here you can find information specific to the business world, access to the pharmacy website, address, opening hours, activities, offers…<\/p>\n

But beware, in order for many to see your message, you must forward it, according to their ethical rules of the pharmacist’s profession and Facebook.<\/p>\n

What content?<\/strong><\/p>\n

Facebook is like a pharmacy newspaper, reporting on the pharmacy’s events and life, fully integrated into its social environment, its neighborhood, its environment…<\/p>\n

A local life that the pharmacy can relay.<\/p>\n

These events can be special days organized for example, around a pathology, for a prevention check, or related to World Health Days, national events…<\/strong><\/p>\n

In the event of epidemics or seasonal diseases, prevention advice such as influenza can be given, Gastroenteritis etc.<\/p>\n

There can also be a chat, where experiences are shared on a given topic, for example diabetes or baby care.<\/p>\n

At the same time, it must be a diary sufficiently diversified to interest different target groups, different communities.<\/strong><\/p>\n

Feel free to personalize your communication, discuss the specialization of each of your team, even naming them, in order to create even greater proximity.<\/p>\n

This content should highlight the role of the pharmacist as a natural interlocutor for patients who, on health and wellness issues, are familiar with Internet communication.<\/strong><\/p>\n

Facebook facilitates this human relationship.<\/p>\n

\"Facebook<\/p>\n

Facebook also hides the difficulty of editorializing this content and ensure that it is comprehensible and interesting.<\/strong><\/p>\n

We are in the health world and the content can be quite scientific.<\/p>\n

So we need to know how to give the information. Writing simple things that are sometimes complicated is not always easy.<\/strong><\/p>\n

Also, know how to connect internet users, import images and videos, because text alone is no longer effective on Facebook.<\/p>\n

What to do with commercial offers?<\/strong><\/p>\n

Making Facebook a marketing tool is wrong.<\/p>\n

And yet we see pharmacies that only make commercial offers on Facebook.<\/p>\n

People here are mainly looking for information about their health, and why not, occasionally, have some commercial promotions, but without the whole page being full of commercial offers.<\/strong><\/p>\n

Yes, promotions must be announced in a neutral way and arouse the interest of a number of products in action on a particular health or beauty issue.<\/p>\n

For example, in September with the issue of hair loss to provide information and advice on how to deal with it and at the end to have a similar commercial offer.<\/strong><\/p>\n

Marketing offers are generally tested on the pharmacy web site rather than Facebook, whose main purpose is to build customer relationships.<\/p>\n

Who can (should?) Take over this?<\/strong><\/p>\n

There are many providers that can provide you with a Facebook page along with website creation and a web service package.<\/p>\n

They suggest a co-management of this page, suggesting regular content.<\/strong><\/p>\n

Some pharmacies may be satisfied with this content, but obviously, to ensure this proximity bond, implies that pharmacists need to put a little bit of their hand in it.<\/p>\n

This co-management works very well, the provider provides general health information, and the pharmacist then, converts them into more specialized information about the pharmacy and its area.<\/p>\n

There must be an internal organization for publishing information from time to time, either by the pharmacist himself or by a member of his team who is familiar with the use of social networks.<\/strong><\/p>\n

The key is to identify the right person who can create and publish interesting content regularly, while ensuring a regular and balanced posting frequency.<\/p>\n

Avoid leaving the page without information for more than a week, but also avoid a “tipping over” that can get tiring. Up to three “new” announcements per week are the right pace.<\/strong><\/p>\n

Is there a coordinator?<\/strong><\/p>\n

Facebook is a living page, it is decorated with comments, mostly informative and largely positive.<\/p>\n

But it happens, certainly less often, that the comments are negative.<\/strong><\/p>\n

It depends on the content of the negative message.<\/p>\n

If it is considered constructive, we encourage the pharmacist to respond, if it is ‘purely aggressive’, we simply delete it without further comment.<\/p>\n

Should we look for “search sources” for content?<\/strong><\/p>\n

Looking up sources for any information is necessary.<\/p>\n

We do not publish information without researching it or simply because we saw it online. This is a question of credibility.<\/strong><\/p>\n

Not only the content is the way to make your page credible, but also to create interactions in order to make your Facebook page more attractive.<\/p>\n

www.PharmaManage.gr\/en\/<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook is now a part of our daily lives and many pharmacies have already started using it to expand their relationship with…<\/p>\n","protected":false},"author":3,"featured_media":17628,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_lmt_disableupdate":"","_lmt_disable":"","cybocfi_hide_featured_image":"","footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_bluesky_share_type":"","_mastodon_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[376],"tags":[],"class_list":["post-17634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-service-advice"],"acf":[],"yoast_head":"\nUse 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