Online interactions with patients—whether through a smartphone, laptop, desktop, or tablet—are now a core part of how pharmacies connect with their communities. This means digital marketing and online advertising for your pharmacy is crucial to future growth and success for your pharmacy. We know diving into digital marketing can seem daunting, so we are going to break down what you need to know to bolster your pharmacy’s digital marketing efforts to make sure you have a comprehensive marketing strategy in place for your pharmacy.
Where to start with marketing and advertising your pharmacy?
Pharmacies that previously focused on more traditional channels now find that digital marketing offers unprecedented targeting opportunities and increased reach. By shifting your focus, you can meet your patient base on the devices and platforms they use every day, establish an online presence, and market yourself on multiple channels.
What is the difference between marketing and advertising?
It is essential to understand the distinction between advertising and marketing, as well as their impact on your business.
Digital marketing encompasses all the strategies and activities used to promote your pharmacy, build awareness, and engage your community, including branding, content creation, website management, and organic social efforts.
Digital advertising refers specifically to paid promotional efforts like Google Ads, social media ads, and sponsored content. Strong marketing foundations are essential for successful advertising; even the best-paid campaign will struggle without a consistent brand and a reliable online presence.
Why your pharmacy brand matters
A strong brand creates a memorable identity for your pharmacy through your mission, vision, and story. Pharmacies that stand out also have a unique selling point or value proposition, such as convenience, specialty services, cost savings, or unique product offerings.
While a strong brand can help you stand out from the competition, you still need a solid plan to get your message in front of the right people.
9 ideas for marketing and advertising your pharmacy
1. Promote your pharmacy through Google Business Profile
Google Business Profile offers brick-and-mortar businesses a free online profile to attract local foot traffic, which is an important part of local search engine optimization (SEO).
Optimizing your pharmacy’s Google Business Profile is imperative for making sure your pharmacy is visible online for people searching your area for the services you provide.
The profile is added to Google Maps and search results pages so that anyone looking for local pharmacies can find you. Also, encourage patients to review your pharmacy on Google to strengthen your credibility and gain the trust of potential patients that find you online.
2. Keep your directory listings updated
Aside from Google, there are hundreds of directory sites for local businesses. These include search engines Yahoo and Bing, Facebook, and business listing sites like YellowPages and Better Business Bureau.
Add your pharmacy to as many of these as possible. For an annual fee, sites like Moz Local and Yext can help you manage and update your listings in all major directories from a single platform. The more directories you show up on, especially high-traffic ones, the more it will improve your local SEO.
Each listing should include your:
- Business name and logo
- Location and contact information
- Hours of operation
- Website
- Products and services
- Storefront photo
Each pharmacy’s information should be consistent across all platforms. Likewise, make sure to check and update those listings regularly, especially if your hours change or you have seasonal offerings.
3. Target your ideal customers with paid media advertising
Digital advertising platforms make it possible for pharmacies to reach highly targeted audiences with precision and efficiency. Here are some of the main digital channels for paid media to consider:
Facebook & Instagram Ads
Instagram and Facebook ads are ideal for reaching people in your community based on their demographics, interests, and behaviors. These platforms work well when you want to build awareness, promote new services, or remind patients about seasonal offerings such as flu shots or health events. They’re especially useful for staying visible to local audiences who may not be actively searching for a pharmacy but are likely to engage with relevant messaging.
Google Ads
Google Ads help your pharmacy appear in front of patients who are already searching for services you offer. This makes them highly effective for capturing high-intent traffic—people looking up terms like “pharmacy near me,” or “where to get a flu shot.”
Search ads are ideal when your goal is to drive immediate actions such as visits, calls, or appointments, while display or local-focused campaigns help reinforce visibility across the web and on Google Maps.
Geofencing
Geofencing, which is a technology used in both Google and Meta ads, allows you to deliver ads to people within a specific geographic area, such as around your pharmacy, nearby clinics, community events, or even competitor locations.
This tactic is most useful when you want to reach local patients at the exact moment they’re nearby or when you want to target foot traffic in strategic areas. It’s especially powerful for promoting in-store services, time-sensitive campaigns, or location-specific offers.
5. Host virtual events
From live videos and wellness classes to educational webinars and industry conferences, hosting a virtual event is a low-cost way to expand your online audience. Virtual events can help you market your pharmacy by:
- Educating patients about common health conditions and treatments
- Promoting new and seasonal offerings to patients and healthcare professionals
- Connecting you with local businesses through community events and collaborations
They also make it easy to generate potential leads for your business as you collect attendees’ emails when they sign up.
6. Cross-promote with local businesses
Get the word out about your pharmacy by partnering with local businesses and community members.
Fellow healthcare businesses and practitioners can provide opportunities for trade agreements and mutual referral programs. You can also work with local small businesses, sharing product samples and service announcements. In return, you can offer to stock their products.
Another way to advertise your pharmacy to your local audience is by sponsoring local events, from health fairs to community outings. Check your local Chamber of Commerce website for businesses that might be good partners. Similarly, it is good to stay up on your town’s upcoming events for opportunities to get involved in the community.
7. Provide free health screenings
Get patients in the door with free clinical services for seniors and families. Not only do they connect you with the local community, but they also give you the opportunity to show the value of your services and generate long-term business.
A few types of free screenings you could offer:
- Wellness exams
- Full cholesterol panels
- Blood pressure and glucose screenings
Health screenings also offer a jumping-off point for promoting other healthcare services, such as senior immunizations for conditions like shingles and pneumonia, or flu shots.
To help spread the word, consider launching a Facebook ad campaign or adding a Local Post event to your Google Business Profile.
8. Send your patients email newsletters
Email marketing allows you to stay connected with and build on your current patient base. By sending regular email newsletters, you can keep your audience informed about what’s going on at your pharmacy, promote special offers, and share relevant health content.
Start building that all-important email list by getting patients to sign up for virtual events, free health screenings, digital tools like a pharmacy mobile app, or updates on upcoming promotions.
9. Reach customers via your pharmacy mobile app
With more people relying on smartphones than ever, a mobile app is one of the most powerful digital marketing tools your pharmacy can have.
Encourage patients to download your pharmacy mobile app for a seamless experience and self service options. Promote your app with in-store signage, bag stuffers, and digital campaigns to make sure patients know how easy it is to download and use.
Likewise, your mobile app can also highlight in-person services, special promotions, and exclusive in-store events to drive foot traffic to your physical location.
All marketing channels—both digital and traditional—should work together to create a seamless patient experience with an omnichannel approach, ensuring your pharmacy brand is represented consistently across every touchpoint.
More pharmacy marketing resources
Still need ideas? Get more tips on how to market your pharmacy on our blog, or request a free demo to learn more about how the Lumistry product suite can help you build your patient base.
