10 Ways to Improve Your Pharmacy’s E-Commerce
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10 Ways to Improve Your Pharmacy’s E-Commerce

13 min read

The internet and technological innovation in mobile technology has significantly transformed the way business is done. Today, almost every sector is leveraging the power of the best e-commerce practices to communicate with their clients. 

Because of e-commerce, real-time communication has become smooth and even more enjoyable for users. 

But, e-commerce is a lot more than just effective communication. According to research conducted back in 2017, more than 3 billion people use the internet on a routine basis. It’s a platform where people communicate with their peers, family, and other brands and businesses. People work, buy stuff, and play online. 

This means e-commerce is more important than ever. An effective e-commerce strategy provides your business with a wider audience, helps you acquire more leads, and improve your business’s overall ROI. 

In this post, we’ll help you understand how pharmacy websites can utilise technology to reach more clients. The good news is, no matter what the size and scale of your pharmacy, there are real e-commerce solutions for your business to help it expand and grow. 

E-Commerce and Community Pharmacists

Considering the present-day scenario in which patients are looking for safe and convenient ways to get in touch with the pharmacists while maintaining social distancing protocols, it is important for community pharmacists to offer home delivery and curbside pickup options to their customers. 

According to one of the NCPA surveys, more than 61% of community pharmacists believe that online medication supply will remain high even after the current crisis is over. This is a clear indication for pharmacies that don’t have an e-commerce website to take a leap and go online. 

With aggressive competition in the online world, it is, however, not very easy to earn a noticeable online place for your pharmacy business.  

If you’re planning to take your pharmacy business online in 2020 but not sure where to start from, you’ve come to the right place. Below you will find some proven tips to help you make the most of your e-commerce platform.

10 Ways to Improve Your Pharmacy’s E-Commerce

  1. Display Information About New or In-Demand Products

Your online pharmacy is similar to your physical store. But it is different in a way that customers can’t come in and access anything on their own. So, you have to clearly display the products that are new and high in demand. 

Let patients and website visitors know that you have face masks, sanitizers, and wipes. When they come to buy these basic things, they’ll put in a few more things into their cart. 

You can feature those products on the Homepage of your website. Pay attention to descriptions as they will help make your products look more attractive and tempting.

  1. Integrate All Popular Online Pharmacy Features

Ideally, your online pharmacy should include all of the below-listed features:

  • Favorites: With ‘Favorites feature’, users can keep a record of their favorite medicines and reorder them without any difficulty.
  • Online Prescriptions: Simplify your customer’s buying experience by integrating an ‘Online Prescription’ feature on your website. 
  • Updates and Promotions: Online pharmacies should keep their customers updated with the latest offers and promotions. 
  • Mobile App: With increased cell phone usage, it’s more important than ever for online businesses to have a dedicated mobile app that helps customers keep their favorite online stores in their pockets.
  1. Remember the 80/20 Rule

You cannot load every single OTC product available in your store online. This is where the 80/20 rule comes in. As a general rule, only 20% of your products contribute to 80% of your sales. To avoid the hassle, all you need to do is to identify that 20% of products and make them available on your website. 

This way, patients will be able to find whatever they need without requiring you to upload your entire inventory. Once you’ve done uploading the first batch of your 20% products, you can keep on including the remaining inventory to attract more customers. 

  1. Follow up with Patients and Get Reviews

According to research, customers are more likely to purchase products that at least include 5 reviews online. 

Now the question is how to get those reviews. For this, you have to follow up with your customers. More than 80% of testimonials are posted because patients received an email or a text requesting them to post honest feedback.

  1. Convenient Delivery/Pick-up

While it may be challenging for the new online pharmacies to dispatch products right away after receiving an order, you must ensure you deliver things on time and offer the best shipment and pick-up solutions to your customers. 

If you have a delivery setup, you can charge customers for delivery at the checkout time (by clearly indicating the dates within which they’re likely to receive their order). If not, you can offer a pick-up or curbside pick-up offer so that patients can receive their medicines through a drive-thru without any hassle. 

  1. Make it Mobile-Responsive

Today, people prefer buying things online from their cellphones than laptops or desktops. So, you need an online store that looks as good on a cellphone or a tablet as it does on a computer screen. 

Pharmacies having a mobile-responsive website are more likely to engage with customers than websites that do not offer such convenience. 

Make sure you consider the below-listed aspects when you design a mobile-responsive website for your online pharmacy store.

  • Quick loading times
  • Responsive design
  • Easy-to-understand content
  • Accessible search bar
  1. Market Your Services

Whether it’s paid ads, social media marketing, or promoting your products through an email campaign, advertising is the key. 

Promote your best offers, any ongoing deal or discount you want to offer, or simply share relevant and informative medicine or health-related content to keep your customers engaged. 

  1. Choose a Full-Service vendor

To set up an e-commerce store, you’ll probably need the help of a full-time vendor that can design and create a compelling storefront on your website. 

As there are tens of thousands of vendors out there, make sure you do research beforehand.  

An ideal e-commerce vendor must offer a professional-looking storefront that is simple to install and run. Apart from that, you should also pay attention to payment methods, technical support, and SEO integration in mind before you choose a vendor for your online pharmacy store. 

  1. Make Use of Search Engines to Bring Traffic to Your Online Pharmacy

One of the easiest and effective ways to gain organic traffic for your e-commerce store is by using ‘Pay for Click’ options where you pay for each banner where the qualified audience can click. 

  1. Offer Something Extra to Your Website Visitors

To make your online pharmacy store set apart, you have to offer something extra to your visitors. This incentive could either be in the form of discounts, deals, or free delivery options.

In addition to this, you can also include an informative blog section or a FAQ segment on your website that provides a reason for your audience to come for more.

If you follow these tips, you can feel confident to reach out to your target audience virtually. Have questions? Drop them below. We’ll do our best to help!

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