Get actionable pharmacy marketing strategies to grow your pharmacy in 5 minutes or less.
Growing your pharmacy doesn’t require a lot of money, but it does require a plan. Pharmacy marketing can feel overwhelming, especially with so many new platforms and strategies emerging every day.
But guess what?
You don’t need a huge budget or a fancy pharmacy marketing team to succeed. What you really need is to take advantage of underpriced attention and organic reach, much like how I have grown my businesses with no money. I’ll break down why these opportunities exist and how you can use them to grow your pharmacy without breaking the bank.
The Goldmine of Underpriced Attention
Think back to the late ’90s when email marketing was revolutionary. It was free, effective, and—wait for it—had 90% open rates. Today’s email open rates are closer to 30%, and even that’s considered a win! Why? Because we’ve flooded inboxes with spam. But the key here isn’t to get nostalgic. It’s to realize that underpriced attention always exists—just in different forms.
Today’s underpriced attention lies in social media platforms. You might think Facebook is over the hill or TikTok is just for teens, but here’s the truth: all of these platforms still offer enormous value, both in organic reach and paid media.
Example: One pharmacy owner I know started posting short, educational videos about vitamins on TikTok. With only a few dozen followers, one of her videos went viral, racking up over 500,000 views. Not only did that boost her following, but it also led to increased foot traffic in her store and online. Everyone was asking for the supplements she discussed.
Practical Step: Get Started on Social Media
If you’re not already using social media for your pharmacy marketing, it’s time to start. Pick a platform that makes the most sense for your audience—Facebook for local communities, Instagram for visual content, or TikTok for quick, engaging videos.
Or do what I do and just create whatever you want to create and post it everywhere. I don’t worry about creating content for specific platforms, and you probably don’t need to either.
Create content that speaks to your customers’ questions and needs, whether it’s about the latest hot supplement, diet, copays, or vaccinations.
Don’t worry about making it perfect. The key is to start. Your first video might not get 1,000 views, but the more content you create, the more likely you are to hit on something that resonates with your audience.
Example: My Inner Circle member Tom Kines, Kines Family Pharmacy, posted his very first social media video, and it went off like fireworks. Check it out HERE.
You Don’t Need a Huge Following
One of the most mind-blowing aspects of today’s marketing world is that you don’t need a massive following to be effective. Unlike in the old days, when you had to build a community and slowly nurture it over time, platforms like TikTok, Instagram, and LinkedIn now allow you to gain visibility without years of follower-building.
A single post can take a pharmacy from obscurity to being the talk of the town in just a few days. When you give value, people will tend to share it with others. This sharing then lets the platform know you should be shown to more people. Free pharmacy marketing, yipee!!!
Example: Another Pharmacy Badass University member made a simple post on LinkedIn about offering personalized wellness plans. It wasn’t flashy, but because LinkedIn is currently an underused platform, it was shown to thousands of users outside his immediate network. The result? Increased visibility for his pharmacy and a few corporate contracts for employee wellness programs.
Practical Step: Post Consistently
You don’t need fancy equipment or a professional studio to create engaging content. Use your phone and post consistently. Even if you only post once a week, that’s 52 chances a year for one of your posts to gain traction and bring in new business. If you post 3 times a week, that’s over 150 chances a year!
Mix up your content. Share a quick tip about flu season one day, then post a short video about your latest promotion the next. The key is consistency and authenticity.
Stay Ahead of the Curve
One of the most important things you can do as a business owner is to stay ahead of the curve by understanding both the platforms and the culture. Knowing what’s trending, which platforms are hot, and what your audience is interested in can dramatically increase your marketing success.
If you are anything like me and don’t have time to scroll social media and look for trends, there are several ways you can do this. The easiest is to ask your employees. They are likely scrolling on social media, and they can suggest trending topics. Another easy way is to ask ChatGPT.
Example: If the local news reports an uptick in flu cases, jump on that by posting flu prevention tips and promoting flu shots available at your pharmacy. You’ll become a trusted resource in your community.
Focus on Today (Not Yesterday)
The marketing world moves fast, and while it’s tempting to stick with what’s worked in the past (like print ads or direct mail), it’s important to focus on what’s working now. Platforms like TikTok, Instagram, and LinkedIn offer underpriced attention that can help you grow your business today—not 10 years from now.
Yes, it can be intimidating to jump into new platforms, but that’s where the opportunity is. Waiting until a platform is fully saturated means you’re already too late.
Example: Some pharmacy owners are still spending a lot of money (and time) on print ads, even though their customer base is now more active on social media. By reallocating just a portion of that budget to Facebook ads or Instagram promotions, they could see a much higher return on investment.
Final Thoughts
Pharmacy marketing is constantly evolving, but the principles remain the same:
- Grab attention where it’s underpriced.
- Stay relevant by understanding your audience.
- Always keep an eye on tomorrow.
Focusing on today’s opportunities—whether posting on TikTok or sharing helpful content on LinkedIn—can help you build your pharmacy’s presence and attract new patients without spending a fortune.
Start small, stay consistent, and make sure you’re where your customers are. Your pharmacy’s growth potential is just one post away!
