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    Social Media, Store Websites, and the Pharmacist

    What you need to know about crafting your pharmacy’s 5-star online presence.


    4. Deal with bad reviews

    If your name is out there, you will inevitably have people reviewing your store on social media. If you do your job well most of these will be good, but what do you do about the few bad ones? These can seriously damage your reputation online, potentially driving away customers.

    The first step is to respond to the negative comments. If you can, contact the customer directly or else respond wherever the review was posted. Figure out what the complaint is really about. Do this as quickly as possible to let your customer know that you care about his or her opinion.

    Read more: Social media and pharmacy: 6 tips on best practices

    The next step is to learn more about how reviews work on the sites you use. Every site tracks and weighs reviews a little bit differently. Once you know how these work, you can start developing strategies to prevent bad reviews and make those bad reviews go away.

    Finally, make sure to promote your good reviews! Gatti Pharmacy’s website and social media pages are filled with quotes from satisfied customers. Clark said that she gathers any posts that people make on her website or social feed, and then contacts those people to ask if she can promote them (making sure they give permission to use their name before including it). She has also tracked down customers and interviewed them about their experiences. With these strategies, potential customers who visit the site or social feed can know instantly what kind of experience to expect. 

    5. Set Goals 

    Like anything you want to succeed at, you need to set goals for your online presence. Make sure these goals are, in the words of the consultant George T. Doran, SMART: Specific, Measurable, Achievable, Relevant, Time-bound. How many new followers do you want to have by next week? Next year? In five years? Don’t expect success over night. Set modest goals for yourself, and you’ll be amazed at the progress you can make if you keep working at it.

    Related article: 12 steps to a rewarding career in pharmacy

    Come up with plans for how often to post or update your website amd your social media feeds. A completely out-of-date Facebook page can be as bad as not having one at all. Do you want to post once day? Three times a week? Make a plan and be consistent—this lets your patients know that you are active and relevant to them.

    “Social media is more than just posting content. It’s research, time, and sharing your company’s voice,” says Clark. “Have a strategy for everything you do. Think about your ‘why’ and what goals you hope to reach with your efforts. Just don’t be afraid to be human and share your company’s story.”


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