Offer masks yes or no
The crisis that we are experiencing as a result of the coronavirus pandemic is being accompanied by a debate about the abusive prices of certain products of which there is a shortage, such as masks. There are pharmacies that have chosen not to acquire them at the high cost at which they are offered due to the situation of great demand and very little supply; and there are pharmacies that have prioritized supplying the population at risk or those who need it to work daily, without any profit motive, but only for providing that service that they consider essential, having to increase its usual price.
[Nos parece muy interesante compartir contigo este articulo titulado ¿Por qué me suben el precio de las mascarillas en la farmacia?… No culpes a la farmacéutica]
Either option is absolutely professional and legitimate, and either option carries its risks with respect to the image of the pharmacy. In any case, the two options can open a debate among the community on social networks in which the pharmacy may not do very well.
Much more in these moments when the news is very contradictory regarding its usefulness in the transmission and protection against the coronavirus and whether or not it will finally be mandatory to go out on the street, a decision that in principle has been postponed until the population can be supplied with them, while the way to distribute them and if the price will be set by the authorities is also being debated.
In fact, there are many complaints from users regarding the shortage of supply and the prices at which they could finally be purchased, questioning the ethics of many pharmacists, whose intentionality we know is far from wanting to take advantage of this shortage situation to make profit.
This is one of the consequences of opening a new storefront for your pharmacy in the virtual world. One of the reluctance of the pharmacy to bet on the online universe is to think, correctly, that opening these channels of communication and participation to the public exposes them to criticism, which will also be public.
In a globalized and connected world where opinions and information are published on the Internet and social networks, it is increasingly difficult to control online reputation, since we are all exposed to the opinions and comments of customers.
Proper management of a crisis in social networks where your pharmacy has a presence is a key aspect to have a good reputation. These channels are very powerful as a means of amplifying the satisfaction or dissatisfaction of your customers.
The customer is increasingly aware that social networks allow him to amplify his dislike and that this gives him power. And on the other hand, it is more and more frequent that a person before buying a product or service reviews the online reputation of your pharmacy.
Hence, any trace of dissatisfaction or dissatisfaction that the client expresses through these channels must be resolved:
[Omitimos el nombre de la farmacia que argumentó de esta manera la crítica para mantener su anonimato, pero si estás interesad@ te lo facilitamos]
The person in charge of the pharmacy’s social networks must permanently analyze everything that their community expresses in the different social networks to know their disagreements, desires and needs. Do not be surprised (or scared) that this may happen if our pharmacy or our blog begins to gain visibility on the net.
Opening digital channels of participation and attention to the public of your pharmacy, such as social networks, exposes you to negative comments, but this should not be an impediment to having this digital presence that can bring so many benefits. The ideal is to have a crisis plan written and agreed by the person in charge of social networks and the owner for when this happens. Remember that it is counterproductive to ignore criticism, and that a dissatisfied customer can become a great opportunity to improve your reputation if you know how to manage the crisis properly.
*Article originally published in the FarmaOffice web