If you provide exceptional patient care and no one is there to hear it, does your pharmacy make a sound? Your pharmacy can’t be a pillar of the community if said community doesn’t know about your pharmacy.

That's where pharmacy marketing comes in. Marketing is an essential part of your business’s success, letting the general public know what your pharmacy can do. In essence, if you’re not marketing, you’re not thriving.

There is a method to the madness known as pharmacy marketing. That’s what we’ll look into as well as some pitfalls you’ll want to avoid.

Here are six do’s and don’ts of pharmacy social media.

Do – Be Authentic

When opening a pharmacy, you envision how you’d want to approach pharmacy work. The appeal of independent pharmacy is that you can do patient care your way, tailoring it to the specific needs of the community.

Such is the case with your pharmacy’s social media presence. Authenticity is the name of the game here, where users place a high premium on transparency. That goes for how you operate your pharmacy and its online presence.

Since your users and patients want authenticity, give your pharmacy’s social media some personality.

Mitchell’s Drug Stores is a phenomenal example of pharmacy social media done right. From the moment you go on their Instagram page, you know what they’re all about: patient education with a big emphasis on their staff.

Doing this adds a friendly face to your pharmacy’s name, an absolute must when making your pharmacy a pillar of the community.

Read our blog, “It Goes Beyond Pharmacy: Tim Mitchell and Mitchell’s Drug Stores” to learn more about how Mitchell’s continues to be a pillar of their community.

When someone visits your pharmacy’s social media pages, they should quickly gather an idea of what your small business is like. Assure users and patients that you’re here to help and care for them — all they need to do is drop off a prescription (or like your page).

Do – Patient Testimonials (Make the Patients Do the Talking)

It’s the people who make the job. That goes both ways in the pharmacy world. Your staff and patients are the backbone of your small business. Let’s look beyond the counter and at your patients.

Not only do you want to provide them with the best kind of care possible, but you also want to give them maximum patient satisfaction. If your patients don’t find your pharmacy pleasant or if they dread picking up a prescription from you, they won’t be your patient for much longer.

That is what makes patient testimonials so important. You can post about how great your pharmacy is all the livelong day but those efforts pale in comparison to a glowing endorsement from a fellow patient.

Patient testimonials are a simple but effective form of pharmacy marketing. The main requirement to get a good testimonial is to do good work, but you’ve got that taken care of.

For more on how to leverage patient testimonials, read our blog, “The Power of Patient Testimonials.”

Do – Be Current/Tech Savvy

Pharmacy success is all about staying ahead of the curve. Such is the case with your pharmacy’s social media presence. Your digital footprint should involve more than just your Facebook page.

Instagram, X (formerly Twitter), and now TikTok should be your pharmacy’s social media mainstays. The more involved your pharmacy is online, the more likely people will hear about your pharmacy.

Keep in mind that each social media platform plays by a different set of rules. Instagram is photo-based, X is text-based, and TikTok is video-based (Facebook is a smorgasbord of the three). Tailor your social media content accordingly, and you’ll have an impeccable social media presence.

RxLocal’s Social Media Assistant is a superb way for PioneerRx Pharmacy Software users to keep your social media presence alive and thriving. You’ll get pre-made social content with prewritten captions and hashtags as well as a calendar to know exactly what to post throughout the month.

You can also claim your pharmacy on the RxLocal Pharmacy Finder so nearby patients know their next healthcare destination is around the corner.

Don’t - Go Off the Rails on Socials

Having a sense of humor is one thing, but just like glue, a little bit of it sticks a lot. While humor does go a long way with users and prospective patients, your pharmacy’s page shouldn’t veer into full-blown meme territory.

Pharmacies are expected to be healthcare destinations for their community. While authenticity and good-willed humor is a plus for your pharmacy’s marketing, too much of it can distract users from what your pharmacy is all about: to provide exceptional patient care to the community.

Make sure your pharmacy marketing is a healthy blend of humor and insightful tips that enhance the patient's experience. Too much humor can leave a sour taste in users’ mouth — and your pharmacy should be like bubble-gum-flavored amoxicillin instead of unflavored clindamycin.

Don’t - Gather Dust

Consistency is key. Whether it’s a new workout regimen or diet routine, you won’t get results if you don’t take the time to consistently do the work. Such is the case with your pharmacy’s social media presence.

Make sure you consistently post on your socials. Doing so will establish a rapport between you and your followers. The more you post, the more likely potential patients will stumble upon your page, which helps grow your loyal patient base.

As mentioned earlier, the RxLocal Social Media Calendar ensures that your social media pages are not gathering dust with lively and vibrant content.

Don’t - Be Negative

Let's face it: no one likes going to a pharmacy. It's like going to the dentist: we’d rather be somewhere else if it wasn’t so important. Some patients dread picking up or dropping off a prescription, so don’t let your pharmacy exacerbate that negativity.

Make sure your pharmacy’s social media page is a healthcare ray of sunshine. There are plenty of ways to turn negative situations (flu season, rising COVID cases, etc.) into avenues for solutions.

Post how your pharmacy offers an array of clinical services or how you got the latest COVID vaccine shipment. Care for your patients by letting them know a solution for their ailment isn’t far behind.


How you present your pharmacy can make or break its success. By following these do’s and don’ts of pharmacy social media, your pharmacy can cultivate a strong and thriving presence on social media, cementing its position as a trusted pillar of the community and driving sustainable growth for years to come. So, go ahead, amplify your pharmacy's voice, and let your community know what your pharmacy is all about.

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