{"id":22662,"date":"2022-10-01T00:00:53","date_gmt":"2022-10-01T00:00:53","guid":{"rendered":"https:\/\/todaysveterinarybusiness.com\/?p=22662"},"modified":"2022-09-30T22:20:18","modified_gmt":"2022-09-30T22:20:18","slug":"online-pharmacy-socially-acceptable-1022","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/online-pharmacy-socially-acceptable-1022\/","title":{"rendered":"How to Market Your Online Pharmacy"},"content":{"rendered":"

When online veterinary pharmacies emerged more than a decade ago, many practices accepted them begrudgingly to meet client demand for convenience and to reduce the need to stock nearly every product on the market. Some practices quietly added a link to their clinic website, and clients learned of the online option only if they asked. Today, nearly 90% of veterinary hospitals partner with an online pharmacy, but a recent study found that just 16% of pet owners were aware of the opportunity.<\/p>\n

Why is marketing your online pharmacy important? Because doing it can help your practice, your clients and, most importantly, your patients. Clients want the convenience they\u2019ve come to expect when ordering human drugs. Also, consider that U.S. pet owners spent more than $34 billion on veterinary care and products in 2021 and that an estimated 70% want their clinic to sell flea, tick and heartworm preventives online.<\/p>\n

Another study, from 2019, found that practices partnering with an online store reported increased revenue, positive client feedback and stronger client bonding, among other benefits.<\/p>\n

The bottom line is this: When practices use a trusted online pharmacy, satisfied clients bond to the clinic and pets get the medicine they need.<\/p>\n

So, how do you make sure your clients know about your online pharmacy? Successful marketing requires a multimodal approach. Throwing a vendor-issued link onto your website and into an occasional social post isn\u2019t going to grab someone\u2019s attention.<\/p>\n

Here\u2019s how to do it better.<\/p>\n

On Your Social Media<\/strong><\/h3>\n

Make posts about your online pharmacy part of the monthly social media rotation. While many online pharmacies use stock images, repurpose your own photos to match your practice\u2019s branding and messaging. Emphasize the convenience your online pharmacy offers and how you work to keep pets in tip-top shape.<\/p>\n

On Your Website<\/strong><\/h3>\n

Don\u2019t bury your website\u2019s online pharmacy link under the \u201cResources\u201d or \u201cServices\u201d menus. Instead, give it a separate tab and consider linking from the footer to make it even more visible. In addition, a team member can blog about how and why to use the online pharmacy. Focus on the convenience of home delivery, low-cost or free shipping, auto-ship features that ensure a pet never misses a dose, and 24\/7 ordering.<\/p>\n

On Your Practice App<\/strong><\/h3>\n

If your practice has a mobile app, I suggest scheduling and sending push notifications. Consider a quarterly push notification reminding pet owners of your online partner, and link to it.<\/p>\n

You can pair the notification with a heartworm or flea preventive reminder at the start of warm weather or promote Dental Care Month.<\/p>\n

Via Email<\/strong><\/h3>\n

Email marketing is an infrequently used medium in most practices. You can ask clients to opt in for targeted emails<\/a> from online pharmacies. For example, cat owners could receive flea prevention emails from the company, the owners of big dogs could learn about joint supplements, and your client base could take advantage of discounts or promo codes.<\/p>\n

An alternative is to create and send marketing emails on your own. Depending on your goals and capabilities, emails sent directly from your practice might resonate better with clients. Done independently, your emails could:<\/p>\n