Good practices for building trust

Good practices for building trust

Pharmacy and social networks: necessary pair

The combination of pharmacy and social networks is becoming more and more necessary. Gaining the confidence of the population as pharmacists is what we have done all our life at the counter. In all professional appraisal surveys, we always appear first. There is nothing to say about how to work on the trust that the population has in us because of our training, our closeness, our advice and our empathy for them. It is as if the pharmacist naturally knows how to do it.

Here are some things you can do on social media to further build that trust among your current and potential customers.

What practices on social networks strengthen the confidence of your customers?

1. A good photograph and a good biography

Posting a good photo and a good bio is a high percentage of the chances that customers will contact us and decide to follow us on social media, and often we are not aware of it. If I don’t identify myself, it is impossible for anyone to identify with me.

The biography is a window open to the world to show how you add value to it. For this reason, it is essential to include in our biography our value proposition as a pharmacy, that is, what you want to be known, recognized and chosen for.

Hence the importance of optimizing the characters offered by each of the social networks to describe themselves, and to include in the biography a link to a more complete profile, such as the blog or the pharmacy site.

2. Ensure the quality of publications

The way we communicate on social media says a lot about the way we work. If a photo or our way of expressing ourselves is poorly maintained, an unconscious correspondence is established with our way of working.

Let’s take care of the quality of the formats, whether they are photos, videos, infographics … Great results can be obtained with little means.

3. Observe the behavior of your subscribers to personalize your offer

It’s time to forget about mass marketing. Customers want to receive notifications and advertisements that meet their specific needs and requests, as individuals, in a personalized way, not the needs of a uniform audience.

The information that we can obtain by observing the behavior of our followers on social networks is very useful in this regard. Depending on the interactions with the publications and their interest in the networks, you can personify the communication and the offering of products and services.

Personalization makes a lot more sense in the area of ​​health and wellness, due to the strong emotional component associated with this world.

4. Encourage participation

It is important that the public perceives us as a nearby pharmacy that they can easily interact with. That’s why any format that encourages participation, such as contests, sweepstakes, or questions, is a great way to interact with current or potential customers.

Providing your audience with a community they can be a part of is priceless and adds value to your pharmacy.

It will also allow you to know what are the strengths and weaknesses of your pharmacy, and to know through the comments how it is perceived by your audience.

5. Improve the quality of life of customers

This can be done through the offer of products and services but also with information. Social media users avoid sites that only publish commercial information.

In addition, being present on social networks allows us to network and establish a network of contacts to keep abreast of what is happening on the network. We can pass this knowledge on to our patients through the recommendation of websites, apps and social networks that have passed our filter and that help improve their quality of life. This is very appreciated by patients and positions you as a current pharmacy with high added value.

It is integrate digital tools between recommendations that we do in most cases or to facilitate the patient’s daily life.

6. Take care of the quality of relationships

The size of our community is not as important as the quality of the relationships with our followers: responding to them, serving them, interacting with their posts and monitoring their activity. This is a one-to-one communication, not to an anonymous crowd.

66% of people who stop going to a site because they don’t feel well treated, and in social media, this happens when there is no interaction with them.

7. Humanize your pharmacy

Being on social networks allows you to humanize your pharmacy, bring it warmth and closeness and connect emotionally with your audience. Encourage ties and complicity with your pharmacy.

After all, it’s not just your job, it’s your life. Healthcare professionals must also share our more human side, which improves our individual and collective image.

8. Give priority to care to the patient

Patient care Through social networks it is a trend, it will be more and more chosen by the population. Immediacy is one of the hallmarks of recent times and networks allow it. Obviously, health data should never be shared through this channel.

The pharmacist has always been at the side of the patient, he has always relied on proximity. The closeness of today can not only be shown in a physical way but also in a virtual way.

9. Echo the latest health news

The pharmacist must be present when the alerts are broadcast, both to act as a speaker and to counter unnecessary alarms. It also has a fundamental role in the dissemination of public health campaigns.

It positions you as a pharmacy on hold today and involved in public information and peace of mind.

Imagine the peace of mind of a mother when she saw this tweet from her trusted pharmacist in the Dalsy case… Do you think she would want another pharmacy now?

The current patient wants to participate actively in decisions concerning his health and well-being, this is what has been called patient empowerment. This is why we must lead the health literacy this allows him to do so among so many infoxication on the net.


Social networks and websites are other ways of being and showing off to the pharmacy audience, and they shouldn’t be overlooked or abandoned. Take care of them with rigor and dedication, so that this activity becomes part of your daily life.

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