Digital marketing doesn't fail because pharmacies don't try.

It fails when the fundamentals aren't clear, consistent, or connected.

So, the real question is:

Have you got the basics right?

The bottom line

Social media should reinforce your digital foundations, not compensate for gaps.

If social activity is masking unclear services or a weak or no website, that's a sign the basics need attention first.

6. Is social media supporting the basics - or distracting from them?

You don't need to be everywhere - you need to be credible.

Ask yourself:

• Does our content reinforce expertise?
• Does it reflect our professionalism?
• Does it help patients feel confident choosing us?

Trust starts before the first visit.

5. Does your content build trust?

Most pharmacy journeys start on Google. 

Have you checked:

• Are your details accurate?
• Are your services visible?
• Does your online presence inspire confidence?

If patients can't find or trust you online, they won't make it in-store.

4. Can patients find you when they search locally?

Patients don't assume services - they search for them.

Have you made it clear digitally what you offer:

• Vaccinations
• Professional health services
• Any niche services you provide (eg, Compounding, Sleep Apnoea)

If not, patients will assume you don't - and choose another pharmacy.

3. Are your health services clearly communicated online?

A webiste is a must-have for effective digital marketing, even though not every pharmacy has one yet.

If you don't have a website, it's difficult for patients to find reliable information about your pharmacy or services.

And if you do have one, it's worth asking:

• Does it clearly communicate who we are?
• Does it explain our services properly?
• Is it easy to use on mobile?
• Does it feel current, professional and trustworthy?

A website should actively support your pharmacy - not simply exist.

2. Have you got a website - and is doing its job?

1. Are patients clear on who you are and how you help?

Your digital presence should answer a patient's most basic questions quickly:

• Who is the pharmacy?
• What services do they offer?
• Can I trust them?
• How do I send them my prescriptions?
• How do I book a vaccination?
• How do I contact or visit them?

When it comes to digital marketing, many pharmacies are busy - but not always effective.

New platforms, new ideas, and new tools can be tempting. But without strong foundations, even the best intentions won't deliver results.

So, before you do anything else, it's worth stepping back and asking:

Have I got the basics right?

Have you got the digital marketing basics right?