A social media account or an online listing is no longer enough, your pharmacy needs its own standalone website. It’s now expected that customers can find you online and access information about your products and services wherever they are and at whatever time of day.
Pharmacies are especially of interest to shoppers in New Zealand, with an 18% growth in online search via Google in the first quarter of this year, compared to the previous year. But what type of website your pharmacy needs depends on what you want to get out of it.
Ask yourself the following questions:
- Where can my pharmacy currently be found online?
- It may be a Facebook Page or Google Listing. That’s a start, but your own website is a step further in terms of professionalism. People often don’t trust a business if you’re only selling on Facebook, so you may be losing sales.
- Who will my website be targeted at?
- Think about your key demographics and the reasons they may find your website helpful.
- What do I want customers to do on this website?
- Do you want to inform them? Inspire them? Bring them in store? Have them shop online?
- How much time do I have available?
- A website doesn’t have to take up a lot of time, but content should be regularly refreshed. On Storbie, it only takes a couple of hours to get up and running. And Storbie’s Pharmacy Supplier Network saves even more time.
- What level is my business at?
- How far has your pharmacy come so far? Where do you want it to go to next?
There are four main types of business websites, and with each level up, you will receive a boost in SEO (Search Engine Optimisation), which means that more people will find your pharmacy website via a search engine, like Google, and ultimately lead to more sales.
Level 1: Pharmacy Brochure Website
Also known as a static site, this is an easy option if you are not selling online or updating content often. It is the first level of having a website and should be clean and simple. The main purpose of this site is to have a web presence that you own (as opposed to a site with your information managed by someone else) and an introduction to your pharmacy.
Brochure sites should include:
- Your pharmacy name
- Location of premises
- Contact details including social media links
- Information about your products or services and their benefits
- Your business story
- A call to action to motivate customers to do business with you
- Clear images or videos of what you are selling or promoting
- Terms and conditions
And if you have them:
- Testimonies from happy customers
- News and press articles
Level 2: Pharmacy Catalogue Website
A Catalogue site showcases your products, services or portfolio. While this level doesn’t allow for purchases online, there should be an enquiry option so that consumers can contact you about something they are interested in.
Along with the necessities of a Brochure site, individual products and services should be highlighted, including:
- Professional images
- Clear descriptions
- The full name of the product, eg “Nurofen for Children Strawberry 200ml”
- What it does
- Why people should buy it
- What it is made of
- Instructions for use
- Any relevant warnings
- Is it unique?
- Stock levels
This step is made even easier with the Storbie Pharmacy Supplier Network, which allows integration with point of sale systems Toniq and RxOne, along with leading pharmacy suppliers, such as GSK, RB, and GO Healthy.
If you provide a service with varying prices, include a price guide for what consumers can expect.
Having more detailed product information than a Brochure site can help consumers make informed decisions and can lead to an increase in sales in store. According to statistics from Google, 82% of consumers first use the internet to look for information, and there has been significant growth of in-store sales influenced by a digital touch point, up from 13% in 2014 to 83% in 2017.
Level 3: Pharmacy Click & Collect Website
The first level of ecommerce, Click & Collect allows customers to purchase online from your website and then pick up in store. With this option you don’t have to worry about shipping, and it provides the opportunity to personalise each transaction by greeting shoppers in store, as well as the potential to up-sell at the checkout.
Ensure that online information is clear to customers about when they can collect their items. Will it take an hour? Half a day? Customers need to know when they can reasonably call into your business to pick up their purchase.
Level 4: Full Ecommerce Pharmacy Website
Full ecommerce should include the features of a Brochure, Catalogue and Click & Collect website, but with the added bonus of allowing your customers to shop online and have items shipped to a location of their choice. This option is great for:
- Introducing your products to a wider market
- Convenience for shoppers, particularly those with low mobility
- Businesses with poor access or parking
- Sending products and gifts out of town
The key to full ecommerce, like anything, is clear communication. Have a think about the following and ensure your answers are easy to find on your website:
- How much will it cost the consumer to receive their goods?
- Is there an incentive to spend more to receive free shipping?
- How long will it take for products to be delivered?
- Will packages be tracked?
- Will your courier deliver to PO Boxes?
Ecommerce can give your pharmacy a boost thanks to increased SEO as well as making your products available in more places. Read how to Create a Positive Experience with Shipping for ways to make ecommerce as stress-free as possible for your pharmacy and customers.
Talk with the team at Storbie to discuss what’s right for your pharmacy.
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