In Views

Follow this topic

Bookmark

Record learning outcomes

Neil Scobie examines how social media can reshape community engagement…

Independent pharmacy has always been built on trust and familiar faces. But the way patients are discovering new pharmacy services, choosing where to go and deciding what support they want has changed.

Those decisions are being made before they even step through the pharmacy door – and increasingly, online. Social media is no longer just a tool for advertisement, but a practical way to be visible to customers and help patients understand the full range of services available.

It has become an extension of the pharmacy counter and an information hub where patients can learn what pharmacies offer. 

Social media in a pharmacy’s day-to-day operations

Social media is becoming a vital communication channel. It can help pharmacies raise awareness of services such as vaccinations, flu services, blood pressure checks, and health or travel services.

It can also help patients understand what to expect by introducing the pharmacy team and helping put faces to names. It is a tool that can highlight who services are for and what patients need to do before an appointment.

Regular updates from staff can build trust, while social media admins can respond to local needs through sharing advice and service reminders.

Most importantly, social media can also push patients to think “I’ll pop in today”. It allows pharmacies to tell their story rather than relying on patients discovering services by chance. For some patients, social media may also be their main way of checking updates alongside email, websites or app messaging.

Do I need to use social media? Yes – and here’s why

Facebook remains one of the most practical starting points for community pharmacy because it aligns closely with local community behaviour.

Many patients, carers and family decision-makers already use Facebook regularly, making it a natural place to share updates and promote services. It supports local searching, with customers using it to check opening hours, locations and reviews.

A pharmacy business page provides a central place for contact details, directions, messaging and service information. It can also provide reviews, check-ins and give pharmacists an active presence. 

Other platforms such as Instagram and X can also support pharmacy communications, depending on the audience and objectives.

Instagram is often used by younger audiences, and can be useful for sharing content, introducing pharmacy teams and highlighting services in an engaging way, while X can support timely updates and conversations where relevant.

However, Facebook remains a strong foundation for community pharmacy because of its local community focus and practical service-based features.

Reaching more patients through targeted social media

Another advantage is targeted paid reach. Organic content is valuable, but Facebook’s strength for community pharmacy is its ability to extend reach through paid advertising, including boosted posts, without requiring a large budget. This allows pharmacies to put messages in front of people most likely to use a service in their local area.

Boosted posts can support campaigns for seasonal services such as winter vaccinations or hay fever support, highlight new or underused services, and reinforce key messages over time.

Paid social does not need to be complicated. A small, targeted spend can provide significant results, allowing pharmacies to test what works and refine focused messaging.   

Overcoming the barriers and looking ahead

Pharmacy teams are busy, and common challenges include limited time and a lack of confidence with digital tools. These barriers are manageable with a simple plan and the right support.

Organisations like Alphega support members in building confidence in their digital presence by providing training and development support through their learning platforms, helping pharmacies better understand their digital goals and audiences.

Moving into the digital world can feel daunting, particularly for busy pharmacy teams balancing day-to-day demands with the need to adopt new ways of communicating.

Digital channels can never replace face-to-face interaction, but they can strengthen relationships between pharmacies and patients.

The future of community pharmacy will rely not only on the services delivered, but on how effectively those services are communicated.

The future looks positive for pharmacies that combine trusted face-to-face care with smart digital communication, using every available channel to stay connected.

Neil Scobie is head of member offer and engagement at Alphega.