Post on 04-Jun-2020
SOCIAL
MEDIA USE
IN
PHARMACY
Harry Zollars, PharmDIPhA Region 7 Director
SIUE School of Pharmacy Social Media Manager
Pharmacy Manager, Sullivan’s Drugs
REFERENCES: https://ih1.redbubble.net/image.51968538.3519/flat,800x800,070,f.u6.jpg
Disclosure and Conflict of Interest
• Speaker declares no conflicts of interest, real or
apparent, and no financial interests in any
company, product, or service mentioned in this
program, including grants, employment, gifts, stock
holdings and honoraria.
• Any mention of services in this presentation is not
intended to be promotion or support for their
companies and/or services in any capacity.
Pharmacist and Technician Objectives
At the conclusion of this program, the
pharmacist and technician will be able to:
1. Define social media and list 4 examples of their platforms2. Determine pros and cons of various social media platforms3. Evaluate the usefulness of a social media for your purpose
Pre-Test Questions
Which of the following is considered a social media platform?
A. Facebook
B. Instagram
C. Cabana
D. Tumblr
E. All of the Above
Pre-Test Questions
According to the NCPA Digest, in 2015, how many pharmacies across the
US had a Facebook page?
A. 57%
B. 67%
C. 77%
D. 87%
E. 97%
Pre-Test Questions
What is true regarding Twitter use from the following?
A. Its audience is comprised of mainly pre-teens
B. Character limits is one of its defining characteristics
C. Picture sharing is its focus
D. Direct Messages are viewed by everyone
Pre-Test Questions
The first thing in determining your social media strategy is to answer:
A. Who is your target audience?
B. Which platform is the most popular?
C. How much money should you put behind promotion?
D. When should I launch?
This presentation aims to engage the audience and
create ideas on how to best use a platform to
connect with future employers, integrate better with
your communities, and situate yourself as a
healthcare expert in your circles.
ABSTRACT
What is Social
Media?
REFERENCES: https://mobilemarketingwatch.com/wp-content/uploads/2016/07/social-media-1.jpg
REFERENCES: "Social media definition and the governance challenge: An introduction to the special issue". Telecommunications policy, 2015. 39 (9): 745–750.
Web 2.0 Application
User generated content
Profiles created by user, but managed by application
Profiles connected by application
Main takeaway:
Users join a platform to consume, create, and share content
for the purpose of connection and entertainment.
Definitions
What kinds of social media have you come across?
Examples?
• YouTube
• Tumblr
• Vine
• Blogger
Examples
REFERENCES: https://mobilemarketingwatch.com/wp-content/uploads/2016/07/social-media-1.jpg
• One of the larger populations of social media online
• Demographics tend to be diverse
• Content is king, but pay-to-play
• Widest access to “Branded” accounts
• Demographics skew younger, but still diverse
• Micro-Blogging, Hashtags
REFERENCES: https://www.twitter.com/ilpharmacists - Accessed June 30, 2017
• Focused on Photos alone
• Demographics are younger
• Products / Narrative are key
• IG Stories
REFERENCES: https://www.instagram.com/siuepharmacy - Accessed June 30, 2017
• Solely video production, storage
• Narrative / Education is key
• Build a community VS. Advertisements
YouTube
REFERENCES: https://www.youtube.com/user/APhAASP - Accessed June 30, 2017
YouTube
Evaluating a
Platform
REFERENCES: https://www.idealvisibility.com/wp-content/uploads/2015/09/SMM-Evaluation-Image.png
Where to start
Think about marketing strategies:
• Audience
• Content
• ROI
Audience
Pharmacies’ patients skew older
Interests vary
Look to social media as information
source
Content
Content based on audience:
- Demographics
- Interest
Consider time spent of
content creation:
- Picture VS. Video
- Fighting the Algorithm
Return on Investment
Pay to Play more relevant:
- Facebook and Instagram
- Google SEO
External Assistance
- Digital Pharmacist
- Social Media Firms
Main takeaway:
Users join a platform to consume, create, and share
content for the purpose of connection and entertainment.
You are just another user on these platforms: your goal
is to connect with your consumers.
Going back to the Definition
Group Work
REFERENCES: https://workcollaboratively.files.wordpress.com/2013/05/group-work-photo1.jpg
Location: Independent Pharmacy with no social media
presence
Goal: Investigate what platform give you the best bang
for the buck
Split into Four Groups
Split into Four Groups
Assignment: Harry will give your group a platform to
research
Task: Take 10 to 15 minutes to determine how to use
your platform to the best of a minimal budget
Post-Test Questions
Which of the following is considered a social media platform?
A. Facebook
B. Instagram
C. Cabana
D. Tumblr
E. All of the Above
Post-Test Questions
According to the NCPA Digest, in 2015, how many pharmacies across the
US had a Facebook page?
A. 57%
B. 67%
C. 77%
D. 87%
E. 97%
REFERENCES: NCPA Digest 2016. Alexandria, VA : National Community Pharmacists Association.
Post-Test Questions
What is true regarding Twitter use from the following?
A. Its audience is comprised of mainly pre-teens
B. Character limits is one of its defining characteristics
C. Picture sharing is its focus
D. Direct Messages are viewed by everyone
Post-Test Questions
The first thing in determining your social media strategy is to answer:
A. Who is your target audience?
B. Which platform is the most popular?
C. How much money should you put behind promotion?
D. When should I launch?
Resources & References
• NCPA Digest 2016. Alexandria, VA : National
Community Pharmacists Association (Print).
• "Social media definition and the governance challenge:
An introduction to the special issue".
Telecommunications policy, 2015. 39 (9): 745–750.
• Facebook, Twitter, Instagram, YouTube websites
Questions?