{"id":21550,"date":"2020-08-04T13:36:01","date_gmt":"2020-08-04T13:36:01","guid":{"rendered":"https:\/\/www.pharmamanage.gr\/2020\/08\/04\/using-facebook-to-strengthen-relationship-with-your-customers\/"},"modified":"2024-02-01T13:56:46","modified_gmt":"2024-02-01T11:56:46","slug":"using-facebook-to-strengthen-relationship-with-your-customers","status":"publish","type":"post","link":"https:\/\/www.pharmamanage.gr\/en\/using-facebook-to-strengthen-relationship-with-your-customers\/","title":{"rendered":"Using Facebook to Strengthen Relationship with your Customers"},"content":{"rendered":"<p><strong>Facebook is now part of our daily lives and many pharmacies have already started using it to expand their relationship with their customers.<\/strong><\/p>\n<p>The simplicity of the tool, however, should not make us forget its nature and the standards that must be followed.<\/p>\n<p><strong>The concept of disseminating information, caring for others and the values \u200b\u200bconveyed by the pharmacy should go far beyond the commercial aspect of its business.<\/strong><\/p>\n<p>Many Facebook pages have been created by pharmacists.<\/p>\n<p><strong>And there is a good reason, since more than 50% of Greeks today have Facebook presence.<\/strong><\/p>\n<p>Far from the complex digital strategies employed by the pharmacy, we can connect with the patient-customer and strengthen our relationships, in an inexpensive and secure way.<\/p>\n<p><strong>Since time is of the essence for the pharmacy, if we really want to create a 100% functional and truly &#8220;professional&#8221; Facebook page, we have to think about the best way to use this tool.<\/strong><\/p>\n<p>Let us ask a few questions:<\/p>\n<ul style=\"list-style-type: disc;\">\n<li style=\"text-align: left;\"><strong>What is the purpose?<\/strong><\/li>\n<\/ul>\n<p>Facebook was originally used for person-to-person communication.<\/p>\n<p><strong>It is an exchange of information and feelings on an individual basis, among &#8220;friends&#8221; who follow us.<\/strong><\/p>\n<p>The idea of \u200b\u200bsharing and exchanging information is inherent in this social network.<\/p>\n<p><strong>But what does this mean in the pharmacy world? Who are we addressing?<\/strong><\/p>\n<p>Since we need to target our messages, Facebook is a way to engage the audience we are addressing, otherwise our message will be lost in the chaotic internet space.<\/p>\n<p><strong>Are we in an isolated zone or, on the contrary, in a very competitive zone?<\/strong><\/p>\n<p>What activities and specialties do we want to promote?<\/p>\n<p><strong>The answer to these questions is a single word: Expansion.<\/strong><\/p>\n<p>Facebook is an expansion of the proximity to its &#8220;walls&#8221; that starts as soon as the patient leaves the pharmacy.<\/p>\n<p><strong>And never forget that it is mainly the human approach of the pharmacy that Facebook ought to highlight!<\/strong><\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-21546\" title=\"Since we need to target our messages, Facebook is a way to engage the audience we are addressing, otherwise our message will be lost in the chaotic internet space.\" src=\"https:\/\/www.pharmamanage.gr\/wp-content\/uploads\/2020\/08\/images_%CE%94%CE%B9%CE%B1%CF%87%CE%B5%CE%B9%CF%81%CE%B9%CF%83%CF%84%CE%B5%CE%AF%CF%84%CE%B5_%CE%88%CE%BE%CF%85%CF%80%CE%BD%CE%B1_%CE%BC%CE%B9%CE%B1_%CE%A3%CE%B5%CE%BB%CE%AF%CE%B4%CE%B1_%CF%83%CF%84%CE%BF_Facebook_1.jpg\" alt=\"Since we need to target our messages, Facebook is a way to engage the audience we are addressing, otherwise our message will be lost in the chaotic internet space.\" width=\"100%\"><\/p>\n<ul style=\"list-style-type: disc;\">\n<li><strong>A personal or business page?<\/strong><\/li>\n<\/ul>\n<p>Be careful, however, not to fall into the trap of creating a personal Facebook page, like many pharmacists.<\/p>\n<p><strong>You can create a professional Facebook page, which brings specific benefits and therefore opening a personal page is futile.<\/strong><\/p>\n<p>Here you may provide information about the business, access to the pharmacy\u2019s website, address, opening hours, activities, offers&#8230;<\/p>\n<p>But beware, in order for many to see your message, you must promote it, according to the code of ethics of both the pharmacist and Facebook.<\/p>\n<ul style=\"list-style-type: disc;\">\n<li><strong>How about content?<\/strong><\/li>\n<\/ul>\n<p>Facebook is a bit like a pharmacy newspaper that reports the facts of the pharmacy life, fully integrated into its social environment, its neighborhood, its internal environment&#8230;<\/p>\n<p><strong>A local life that the pharmacy may publish. For example, these events can be special days organized around a pathology, a prevention check or related to world health days, national events&#8230;<\/strong><\/p>\n<p>In case of epidemics or seasonal illnesses, prevention tips may be given e.g. for flu, gastroenteritis etc.<\/p>\n<p><strong>Chat may also be initiated, where experiences are shared on a given topic, for example about diabetes or baby care.<\/strong><\/p>\n<p>At the same time, there must be a diary, sufficiently diverse to create interest to different target audiences, different communities.<\/p>\n<p><strong>Do not hesitate to personalize your communication, to discuss the specialization of your team members, while naming them to create greater interest.<\/strong><\/p>\n<p>This content should highlight the role of the pharmacist as health and wellness influencer for internet savvy patients.<\/p>\n<p>Facebook facilitates this human relationship.<\/p>\n<p><strong>Facebook\u2019s ease of use hides the content editing difficulty, to ensure that it is understandable and interesting.<\/strong><\/p>\n<p>In the health world, the content can be quite scientific.<\/p>\n<p><strong>Therefore, we need to know how to convey information in the best way.<\/strong><\/p>\n<p>Simple writing on scientific subjects is not always easy.<\/p>\n<p>Also, know how to connect internet users, import images and videos, because text alone is no longer effective on Facebook.<\/p>\n<p><img decoding=\"async\" class=\" size-full wp-image-21548\" title=\"The key is to identify the right person, who can create and publish interesting content on a regular basis, while ensuring a regular and balanced posting frequency.\" src=\"https:\/\/www.pharmamanage.gr\/wp-content\/uploads\/2020\/08\/images_%CE%94%CE%B9%CE%B1%CF%87%CE%B5%CE%B9%CF%81%CE%B9%CF%83%CF%84%CE%B5%CE%AF%CF%84%CE%B5_%CE%88%CE%BE%CF%85%CF%80%CE%BD%CE%B1_%CE%BC%CE%B9%CE%B1_%CE%A3%CE%B5%CE%BB%CE%AF%CE%B4%CE%B1_%CF%83%CF%84%CE%BF_Facebook.jpg\" alt=\"The key is to identify the right person, who can create and publish interesting content on a regular basis, while ensuring a regular and balanced posting frequency.\" width=\"100%\"><\/p>\n<ul style=\"list-style-type: disc;\">\n<li><strong>How about commercial offers?<\/strong><\/li>\n<\/ul>\n<p>Making Facebook a marketing tool is wrong. And yet, we see pharmacies that only post commercial offers on Facebook.<\/p>\n<p><strong>People here are mostly looking for information about their health, and, why not, occasionally there are some promotional announcements, but not totally commercial.<\/strong><\/p>\n<p>Yes, promotions should be announced in a neutral way to create interest in a range of products on a specific health or beauty area.<\/p>\n<p><strong>For example, in September, with the issue of hair loss, information and advice should be given, accompanied by a relative commercial offer at the end.<\/strong><\/p>\n<p>Commercial offers are typically published on the pharmacy web site, not on Facebook, whose main goal is to strengthen relationships with customers.<\/p>\n<ul style=\"list-style-type: disc;\">\n<li><strong>Who can (and should) undertake this?<\/strong><\/li>\n<\/ul>\n<p>There are many providers that can help you create a Facebook page, along with creating a website and a web service package.<\/p>\n<p><strong>They suggest co-managing that page, creating content regularly.<\/strong><\/p>\n<p>Some pharmacies may be satisfied with this content, but obviously, in order to ensure customer bonding, pharmacists should also be involved.<\/p>\n<p><strong>This co-management often works well, the provider provides general health information, and the pharmacist then turns it into more specialized information, about his\/her pharmacy market.<\/strong><\/p>\n<p>There must be an internal organization for publishing information from time to time, either by the pharmacist himself or by a team member, familiar with social media.<\/p>\n<p><strong>The key is to identify the right person, who can create and publish interesting content on a regular basis, while ensuring a regular and balanced posting frequency.<\/strong><\/p>\n<p>Avoid leaving the page without information for more than a week, but also avoid an &#8220;overflow&#8221;, which can be tiring.<\/p>\n<p>Up to 3-4 &#8220;new&#8221; announcements per week is the right pace.<\/p>\n<ul style=\"list-style-type: disc;\">\n<li><strong>Is there a coordinator?<\/strong><\/li>\n<\/ul>\n<p>Facebook is a live page, enriched with comments, mostly informative and largely positive.<\/p>\n<p>But sometimes, the comments are negative. Depending on the negative message, if considered constructive, we encourage the pharmacist to respond, if it is &#8220;purely aggressive&#8221;, we simply delete it without further comment.<\/p>\n<ul style=\"list-style-type: disc;\">\n<li><strong>Should we look for &#8220;search sources&#8221; for content?<\/strong><\/li>\n<\/ul>\n<p>Looking for search sources is essential. We do not publish information without researching it or simply because we saw it on the internet. This is a matter of credibility.<\/p>\n<p>&#8220;Promoting&#8221; content is not only a way to make content credible, it also allows you to create engagement, to make your Facebook page more attractive.<\/p>\n<p>We encourage you to visit <strong><a href=\"http:\/\/www.y-o.gr\" target=\"_blank\" rel=\"noopener\">www.y-o.gr<\/a><\/strong> (Health and Beauty &#8211; I trust my Pharmacist), where you can search hundreds of articles on health, beauty and wellness.<\/p>\n<p><strong><a title=\"PHARMACY management TUTORIAL\" href=\"en\/\">www.PharmaManage.gr\/en\/<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Facebook is now part of our daily lives and many pharmacies have already started using it to expand their relationship with 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