Tell your patients why they should get supplements from YOU and not from Amazon.
Amazon can be great (thank you, grocery delivery), and it can be the Wild Wild West for supplements. Let’s set the record straight. When it comes to health, convenience shouldn’t mean compromise. And yet, millions of consumers are unknowingly buying low-quality or counterfeit supplements from online giants like Amazon. As an independent pharmacy owner, you have something no algorithm or warehouse can replace: trust, expertise, and genuine care for your community.
It’s time to speak up. Your community needs to know why their local pharmacy is the smarter, safer choice. This blog outlines how to create a powerful local marketing campaign to educate your patients and win back those Amazon buyers.
The Ugly Truth About Amazon Supplements
You already know this, but your patients may not: over 50% of supplements sold on Amazon are either counterfeit, adulterated, expired, or improperly stored. Many of the highest-quality pharmacy-grade supplement brands don’t even allow their products to be sold on Amazon.
- In 2022, researchers testing 30 immune-boosting supplements purchased on Amazon discovered that only 13 accurately reflected the information presented on the product label. This means that 57% of the supplements tested were considered fake.
- Another independent study testing 43 dietary supplements found that 36 failed potency requirements, meaning they lacked the claimed amount of active ingredients. 17 of these products had less than 10% of the labeled value.
- Brands like NOW Foods and Fungi Perfecti have also reported instances of their products being counterfeited and sold on Amazon.
It can be nearly impossible for patients to tell the difference between a genuine supplement and a fake. When they purchase their supplements from you, you can guarantee them that they are getting the legitimate product.
I get it, auto-shipping and re-ordering are convenient. You can do that for your patients, too! Simple methods like setting up reminder calls or using an online calendar system can give them the concierge and convenient service they crave.
You’re not just being a business owner when you speak up. You’re being a healthcare provider who gives a damn.
Build Your Campaign Around Trust and Expertise
This isn’t about slamming Amazon. It’s about educating your patients on what they risk when they prioritize price and convenience over quality.
Here’s how to build a campaign that resonates:
1. Leverage Your Personal Relationship
Put yourself front and center. Record a 60-second video explaining why you don’t stock certain brands, how you vet your pharmacy-grade products, and why patients should talk to you before ordering supplements online. Remember, you aren’t bashing Amazon or any other online dispensaries; you’re simply trying to educate your viewer on what you know because of your expertise!
Caption Ideas:
- “Would you buy your heart meds from a stranger online? Don’t trust your health to just anyone.”
- “Why I personally inspect every supplement on our shelf.”
2. Create an Educational Email Series
One of the most powerful ways to reach your patients? Yup, it’s through good ‘ol email. It’s a great way to help share important information and create interest in your pharmacy. Educate your community with a short series of 3-5 emails:
- Email 1: The hidden dangers of online supplements
- Email 2: What makes pharmacy-grade supplements different
- Email 3: Meet the brands we trust and why
- Email 4: How to know if your supplement is fake
- Email 5: In-store consultation offer
3. Host a Supplement Swap Event
As your community gets educated on the pitfalls of online dispensaries, they’ll start to feel uncomfortable. This is your moment to help them get quality supplements! Encourage customers to bring in their current supplements to your pharmacy for review. Offer:
- A free consultation to evaluate quality and interactions
- Discounts on professional-grade replacements
- Entry into a giveaway or gift with purchase
This builds traffic, conversions, and trust—all while providing real value. Your patients will walk away with new products they’ll love, a deep respect for your expertise, and you’ll sell more high-profit products. A win-win-win for everyone!
4. Use Print and Point-of-Sale Materials
One of the best ways to get attention and sales for your quality supplements? Adding signage near your supplements section:
- “Why Our Supplements Aren’t on Amazon—And Why That’s a Good Thing.”
- “Talk to Your Pharmacist, Not a Bot.”
Put flyers in prescription bags and on counters with QR codes that link to your campaign landing page or video. The goal should be to generate conversations with your patients as they come up to your counter with these marketing materials.
5. Collaborate With Local Influencers or Practitioners
Partner with local naturopaths, wellness coaches, or gym owners to spread the message. Let them share their perspective on quality over convenience, and refer patients your way.
Especially look for social media influencers who are near your area or aligned with your mission. If you know the right way to hijack social media trends around certain supplements, as I explain in my blog HERE, you can quickly get more sales at your store and new patients who regularly come in.
Hidden Pitfalls That Can Tank This Campaign
Mistake #1: Focusing Too Much on Price
If your campaign sounds like a complaint about Amazon being cheaper, you lose. You must shift the conversation to value, safety, and outcomes.
Fix: Emphasize how low-quality supplements can cause harm, waste money, or interact poorly with prescriptions. You’re helping patients avoid unnecessary risks, not just upselling.
Mistake #2: Stocking Low-Quality Brands Yourself
If your own shelves include poorly formulated or mass-market supplements, your credibility disappears. Patients will fact-check you.
Fix: Audit your supplement lineup. Only carry brands that meet high-quality standards, preferably with third-party testing and clinical backing.
Final Thoughts
Your pharmacy isn’t just a place to pick up pills—it’s a cornerstone of your community’s health. Launching a marketing campaign focused on trust, transparency, and supplement quality positions you as the protector, not the pusher.
So go ahead: record the video, print the flyers, and host the event. Be the voice that says, “You deserve better than what you get from a shipping warehouse.”
Because when it comes to their health, your patients need a pharmacist, not a robot.
Want even more tips on how to boost your supplement sales? Check out this YouTube video where I dive deep with Michael McNeal on how you can effectively market OTC peptides to help your patients get better results and better profits for you!
