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Own Your Brand: Why a Website is Crucial for your Pharmacy | Marketing Vitals · Pharmacy Podcast Network

0:05
Speaker 1: You are listening to the global network of podcasters dedicated
0:09
Speaker 1: to the pharmacy profession. Welcome to the Pharmacy podcast Network.
0:26
Speaker 2: As your business is marketing flatlined, find your pulse again
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Speaker 2: with Marketing Vitals, bringing you innovative, in turn key healthcare
0:35
Speaker 2: marketing solutions from industry experts who have developed a knack
0:38
Speaker 2: for solving problems. A co hosted publication from GRX Marketing
0:42
Speaker 2: and FNCH Marketing, sister companies that are passionate and knowledgeable
0:46
Speaker 2: about healthcare marketing everybody.
0:47
Speaker 3: Nicole McClure back for another episode of Marketing Vitals podcast.
0:52
Speaker 3: So excited to have the original, the godfather of podcasts,
0:58
Speaker 3: Todd Yury, is joining me today.
1:00
Speaker 4: Hey, Todd, Nicole McClure.
1:01
Speaker 5: It's so good to talk to you, to see you,
1:03
Speaker 5: to spend some time with you, especially when I don't
1:06
Speaker 5: have to talk about things that I don't want to
1:07
Speaker 5: talk about. Please don't bring up accounting or anything stressful
1:12
Speaker 5: about finances. Not At this point, I'm.
1:13
Speaker 4: Likeky for you.
1:14
Speaker 3: It's a marketing podcast, so you should be okay. So
1:18
Speaker 3: I'm so happy to have you joined me. I have
1:20
Speaker 3: to tell a listener, so you texted me. I think
1:23
Speaker 3: a week or so ago and You're like, Hey, I
1:26
Speaker 3: want to be on your podcast, and I was like,
1:27
Speaker 3: it's your podcast basically, like just tell me what to do.
1:31
Speaker 4: So here we are.
1:33
Speaker 3: But yes, excited, always excited talk marketing with you. I
1:37
Speaker 3: know we've worked together for a long time, been friends
1:41
Speaker 3: for a long time, always appreciate your insights. So I
1:43
Speaker 3: think this is the first time you've ever been on
1:46
Speaker 3: our podcast, though, So that's exciting.
1:48
Speaker 5: It is. I don't like being on podcasts as much
1:52
Speaker 5: as I'd like, you know, I don't really want to be.
1:54
Speaker 5: I really want to fade away and be more of
1:56
Speaker 5: a marketing and PR strategist through podcast and I'm so
2:01
Speaker 5: good at that and that's where my comfort zone is.
2:04
Speaker 5: So as much as I've podcasted in seventeen years, I
2:09
Speaker 5: really want to teach other people to be better communicators
2:12
Speaker 5: through audio and through podcasting, and how that's such a
2:16
Speaker 5: different media form than anything else. It's more intimate than
2:21
Speaker 5: even just straight video, and there's a there's a element
2:25
Speaker 5: of your voice that people can tell if after a while,
2:29
Speaker 5: hey are you full of crap? Are you being sincere?
2:33
Speaker 5: Is this interesting to listen to? Is it? And I've
2:36
Speaker 5: always like diagnosed everything from the sound of my voice
2:40
Speaker 5: to what I'm talking about, what the cadence is of
2:43
Speaker 5: your voice, the fluctuation to keep people interested. And I'm
2:48
Speaker 5: thinking the same thing happens and that kind of communications Nicole,
2:52
Speaker 5: where I'm concentrating on my clients and audio, but in
2:56
Speaker 5: the visual perspective and having people google you as a person,
3:03
Speaker 5: as a consultancy, as a marketing company, or in this
3:06
Speaker 5: case in today's discussion around being a pharmacy owner and
3:10
Speaker 5: what do you look like as a business online? What
3:15
Speaker 5: are you talking about on your website, what are you pushing,
3:20
Speaker 5: what's the kind of vibe you're giving off, is it
3:23
Speaker 5: inviting and is it your digital signage? It really talks
3:31
Speaker 5: about the character of you and your organization. So I
3:34
Speaker 5: want to dig into this with you because I really
3:37
Speaker 5: think that back when you and I, oh my god,
3:40
Speaker 5: we're the veterans now, but we're twenty years ago, we
3:45
Speaker 5: were talking about website design, but that was in its
3:48
Speaker 5: infancy really, especially in the pharmacy space, because pharmacists out
3:51
Speaker 5: there have been behind in website stuff and SEO and
3:55
Speaker 5: all of that. They've been behind by other professions. Five
3:58
Speaker 5: ten years out. You know that and I know that,
4:01
Speaker 5: and unfortunately it's just who we love you guys, and
4:04
Speaker 5: it's just tough love time. So let's dig into this.
4:07
Speaker 3: Yeah, no, I'm excited, and yeah, I mean it's I
4:11
Speaker 3: think the thing with websites for people to remember, it's
4:16
Speaker 3: oftentimes the first impression that people are going to have
4:19
Speaker 3: of you. So you know, you spend all of this time, money,
4:22
Speaker 3: and effort marketing your pharmacy, whether that's community outreach, you know,
4:28
Speaker 3: connecting with prescribers, whatever it may be, and somebody goes
4:33
Speaker 3: to your website and it looks like it's from ten
4:36
Speaker 3: years ago, hasn't been updated.
4:38
Speaker 4: Doesn't properly work.
4:39
Speaker 3: It's immediate that they're going to then take a step
4:42
Speaker 3: back and think about do they want to do business
4:45
Speaker 3: with you, because it makes them question your validity. Are
4:50
Speaker 3: you still open? You know, if your website looks really old.
4:53
Speaker 3: So to me, that's the reason why it's so important
4:58
Speaker 3: to have a website for your pharmacy. And it doesn't
5:02
Speaker 3: have to be super flashy and you know, big and
5:07
Speaker 3: twenty pages anything like that.
5:09
Speaker 4: It just needs.
5:09
Speaker 3: To look up to date and have current information, look personal.
5:13
Speaker 5: That sort of thing I push back because I hate
5:17
Speaker 5: the thought of doing anything with updating a website, creating
5:21
Speaker 5: a website. I just went through the exercise. I'm not
5:25
Speaker 5: actually we're doing it with Finch Marketing. Finch has been
5:28
Speaker 5: guiding us through the entire process and taking where we were.
5:33
Speaker 5: Our website was about three years stale, and I had
5:36
Speaker 5: I was just regretting doing it because I don't like
5:39
Speaker 5: doing it. So shout out to the listeners, the pharmacy
5:43
Speaker 5: operators and the pharmacy owners. It's not cool. I mean,
5:47
Speaker 5: it's not fun to have to stop the cadence of
5:50
Speaker 5: your business and your human resource issues and staffing and
5:55
Speaker 5: funding and all the other things you're thinking of as
5:57
Speaker 5: a business owner and to think I need to update
6:00
Speaker 5: my website and it's it's a horrible It's not an
6:04
Speaker 5: experience I necessarily enjoy. And so I get into the
6:06
Speaker 5: creativity because I do like that part of it. But
6:09
Speaker 5: stopping and making sure that I'm giving attention to our
6:12
Speaker 5: website as a communications company is was an exercise that
6:17
Speaker 5: I had to go through. Shout out to Rachel on
6:21
Speaker 5: the on the Finch team. You guys are you You
6:25
Speaker 5: got to know me as an individual and how sporadic
6:28
Speaker 5: and much of a spas I am in a lot
6:30
Speaker 5: of ways. And then they extracted all the data, they
6:33
Speaker 5: get anything up and now and then the I've already
6:37
Speaker 5: I text, I'm embarrased. I don't know, embarrassed, I guess
6:41
Speaker 5: is a strong word, but I I will text Nicole
6:44
Speaker 5: McClure sometimes just things I'm thinking, and then after I
6:48
Speaker 5: read the text back to myself, I'm like, that sounded weird,
6:51
Speaker 5: like you're such a spas. And but that's one of
6:54
Speaker 5: the things I said to you was I love the blog,
6:58
Speaker 5: like the freaking blog section, and of the way that
7:00
Speaker 5: you guys set it up. I can put information out
7:03
Speaker 5: very quickly, I can get I can get my social
7:08
Speaker 5: media to spill over into attached into what's happening on
7:12
Speaker 5: my website. And that's the secret sauce that I'm getting into.
7:16
Speaker 3: Yeah, and I think you hit on an important point
7:19
Speaker 3: of you know, yes a website, doing a website and
7:23
Speaker 3: feeling incredibly cumbersome. And I know there's you know, easy
7:26
Speaker 3: AI versions out there these days and that sort of thing,
7:31
Speaker 3: but it is still cumbersome because you know, as a
7:33
Speaker 3: pharmacy owner, you've got to sit there and think about
7:35
Speaker 3: what to write, and you know that's where with us
7:39
Speaker 3: on the jer Xa and Finch side, we really walk
7:42
Speaker 3: our clients through that process. And you know, whether it's
7:47
Speaker 3: a brand new website for a new business, new pharmacy,
7:50
Speaker 3: or just revamping, we still go through that process. If
7:54
Speaker 3: you know, what do you want the look to be,
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Speaker 3: you know for a pharmacy specifically as old fashioned vintage
8:01
Speaker 3: is like modern is it? You know, because it's your brand, right,
8:05
Speaker 3: So how do you want people to see you online?
8:09
Speaker 5: So doctor Alec the drug store Cowboy, that's that's the
8:11
Speaker 5: way I know him. He's an amazing blogger. The independent
8:14
Speaker 5: pharmacy owners love him. If you haven't heard of him,
8:17
Speaker 5: go google a drug store Cowboy. His blog is so
8:22
Speaker 5: it's like a combination of a reporter with some Antonio
8:27
Speaker 5: Chacha in it because he gets into the P and
8:29
Speaker 5: B M data and but his pharmacy, his family's pharmacy
8:35
Speaker 5: has gone through so many advancements and so many changes
8:40
Speaker 5: as a pharmacy. Back when they used to do Sodo
8:43
Speaker 5: fountain and special drinks and everything, and now today it's
8:49
Speaker 5: become more holistic driven and consultancy and they're they're expanding
8:54
Speaker 5: their long term care pharmacy at home services and delivery.
8:58
Speaker 5: But they never lost their brand of being this essential
9:03
Speaker 5: healthcare organization in the community which brought in people, and
9:07
Speaker 5: it was more about fellowship than it was just about
9:11
Speaker 5: fast food, you know, pharmacy. Everybody's ready to rush, rush, rush,
9:15
Speaker 5: And I think of his website, and when I went
9:19
Speaker 5: to his website, it was like, Wow, this gives off
9:23
Speaker 5: the feeling of the this And that's exactly what you're saying.
9:27
Speaker 5: Your website should really be your the sole personality and
9:33
Speaker 5: reflection of what your pharmacy is and means to you
9:35
Speaker 5: and means to the community.
9:37
Speaker 4: Yeah, exactly.
9:39
Speaker 3: And I think you know, sometimes when we talk to
9:41
Speaker 3: pharmacy owners or business owners, it's like, well, I'll just
9:44
Speaker 3: use social media.
9:45
Speaker 4: Why do I really need a website?
9:47
Speaker 3: And social media is great, but that's those platforms are
9:52
Speaker 3: meant to drive people to your website. You can't get
9:55
Speaker 3: into an in depth explanation on your services, you know,
10:00
Speaker 3: talking about packaging, compounding, that sort of thing on social media.
10:06
Speaker 3: You give them teasers to then go to your website
10:08
Speaker 3: to get more information. So or if you're going to
10:12
Speaker 3: offer any sort of like patient refil job form, you know,
10:16
Speaker 3: forms forst for patients, that sort of thing. None of
10:19
Speaker 3: that can be done through through Facebook. So that's where
10:22
Speaker 3: it's they work together, not separate from each other.
10:26
Speaker 5: Your your website is your digital control room where you
10:30
Speaker 5: could do a lot of things you could be minimal.
10:34
Speaker 5: In my opinion, minimal is giving a visual aesthetic of
10:41
Speaker 5: your pharmacy, either high definition pictures of the insides of
10:45
Speaker 5: your pharmacy or your staff, or just making it very
10:49
Speaker 5: personal to your community. Minimum of kind of like the
10:53
Speaker 5: about section and your services and your hours and everything.
10:56
Speaker 5: But if you really want to take advantage of some
10:59
Speaker 5: of the experience and some of the domino effect and
11:03
Speaker 5: staging of marketing that you guys and Finch have helped
11:08
Speaker 5: to put together. And it's all based on sucking up
11:11
Speaker 5: all this knowledge you guys had in community pharmacy, and
11:14
Speaker 5: now it's kind of like, all right, we're doing a
11:16
Speaker 5: little bit more advanced stuff because you could build clinical
11:20
Speaker 5: scheduling things in your pharmacy all right off of a
11:23
Speaker 5: blog that you guys did, a blog on nutrition, and
11:27
Speaker 5: it's like, hey, schedule time with us to talk to
11:30
Speaker 5: you about if you're on a GLP one or if
11:32
Speaker 5: you're a diabetic, or if you're some disease state. You
11:35
Speaker 5: need to come to this nutrition gathering or something and
11:40
Speaker 5: listen to our pharmacist and nutrition and those kind of events.
11:43
Speaker 5: So what I'm saying is is your website can have
11:46
Speaker 5: components to it to give depth and relevancy that the
11:51
Speaker 5: social media pushes to because social media isn't to be
11:55
Speaker 5: as in depth about you and your organization and your stories,
11:59
Speaker 5: because you want them to come into your environment because
12:02
Speaker 5: your environment gives them a chance to engage you more.
12:06
Speaker 5: Whereas it's almost like social media is like outside the store,
12:10
Speaker 5: and it's like but then your your website as you
12:12
Speaker 5: step inside your inside your store, inside your pharmacy. I
12:16
Speaker 5: think that is almost like the difference.
12:18
Speaker 3: Yeah, I think that's a good analogy. I mean social
12:21
Speaker 3: media is kind of what newspaper or road signs used
12:27
Speaker 3: to be. You know, they're giving you a little bit
12:29
Speaker 3: of tidbits of information to drive you to the pharmacy.
12:32
Speaker 3: So yeah, and I think with websites too, I mean
12:37
Speaker 3: I encourage everybody listening to go out and look at
12:40
Speaker 3: your website. I mean, when's the last time you looked
12:42
Speaker 3: at your business's website? And you know, back to your
12:46
Speaker 3: example with the drugstore, cowboy is does your website reflect
12:53
Speaker 3: what you're currently doing. You know, a lot of pharmacy
12:55
Speaker 3: owners are adding a lot of new additional services THATLP ones,
13:01
Speaker 3: long term care home, that sort of thing. But if
13:04
Speaker 3: it's not on your website, then again, people that aren't
13:08
Speaker 3: using your pharmacy may not realize that you even offer it,
13:11
Speaker 3: and so they're going to skip over you and go
13:13
Speaker 3: to your competitor, whether that's locally, online, you know, whatever
13:18
Speaker 3: it may be. There's so many different avenues now for
13:22
Speaker 3: people to go to Nicole.
13:24
Speaker 5: If you go to CVS Health's website or Walgreen's website,
13:31
Speaker 5: very professional looking. They're laid out nicely. I think the
13:34
Speaker 5: communications are great on them. Cold cold, cold cold. It's cold, corporate, corporate,
13:40
Speaker 5: cold cold. You are a freaking independent pharmacy, you're an
13:44
Speaker 5: independent infusion pharmacy, you're an independent owned compounding pharmacy, or
13:49
Speaker 5: a long term care pharmacy. I always consider all of
13:52
Speaker 5: those independents. If they're privately owned, if they're not publicly traded,
13:55
Speaker 5: they're independent, all right. So your website, if it's in
14:00
Speaker 5: the community pharmacy, for example, should kind of tie in
14:04
Speaker 5: the community a little bit. It should and It shouldn't
14:06
Speaker 5: look like everybody else's website. It shouldn't look like a
14:10
Speaker 5: you know, those days of setting up websites like steel towns.
14:15
Speaker 5: I come from a steel town Pittsburgh area, and when
14:18
Speaker 5: the steel industry went in, they set up all these
14:20
Speaker 5: little box homes that are around today. They were greatly
14:24
Speaker 5: they were great, made stone and wood and everything, but
14:28
Speaker 5: they all looked exactly the same. But that was for
14:31
Speaker 5: the time. Same damn thing with your website. There was
14:34
Speaker 5: a time in the evolution of websites and communications through
14:37
Speaker 5: digital that your box type websites were great. It's a
14:43
Speaker 5: good information it was a minimum. But we are such
14:46
Speaker 5: a visual you know, overstimulated iPad baby, you know, raising
14:52
Speaker 5: with screen screen screens. Visual ties back to professionalism, ties
15:00
Speaker 5: back to messaging, ties back to character of your business,
15:04
Speaker 5: and then that of course means trust. So I think
15:07
Speaker 5: that it's time that everybody listening to this podcast. You
15:11
Speaker 5: don't want to do it. I know you don't want
15:13
Speaker 5: to do it. I hated to do it, but I
15:14
Speaker 5: made myself do it because we're getting ready for growth
15:17
Speaker 5: in our publication and our services, and I can't want
15:21
Speaker 5: to I'm not going to sit here and be a
15:22
Speaker 5: hypocrite and say what it was because I admit it.
15:26
Speaker 5: I admit, Nicole, that I didn't like it. It was
15:28
Speaker 5: like going to the dentist. But my teeth in the
15:31
Speaker 5: website world are so not only stable and ready to
15:35
Speaker 5: go and like dump out everything I want. We have
15:38
Speaker 5: our shows, we have our about section, we have our
15:41
Speaker 5: blog section, which is the most active section. But you
15:46
Speaker 5: have got to bite the bullet because you're not in
15:48
Speaker 5: the day and age anymore twenty twenty six, where a
15:51
Speaker 5: block and tackle, very obscure, kind of not very engaging
15:57
Speaker 5: website is it's going to turn people off. And you're
16:01
Speaker 5: so much more than that. If they could tell their story, Nicole,
16:05
Speaker 5: of what they do and express that through the their
16:08
Speaker 5: landing pages and websites and things that you guys can
16:11
Speaker 5: help them do. So yeah, I love it.
16:14
Speaker 2: Yeah.
16:14
Speaker 4: And one more thing I'll just add to that.
16:16
Speaker 3: I mean you kind of talked about it earlier, is
16:19
Speaker 3: how you mentioned like love doing the blog on your website,
16:22
Speaker 3: and that's what we try to do.
16:23
Speaker 4: I mean with our clients.
16:25
Speaker 3: You can be as active or inactive as you want
16:28
Speaker 3: with your website.
16:29
Speaker 4: So you know, we will build the site.
16:32
Speaker 3: We write all the content, create the graphics, get store photos,
16:35
Speaker 3: that sort of thing. But going forward as a pharmacy owner,
16:39
Speaker 3: if you want to write a blog or you want
16:40
Speaker 3: to have access to make updates to your website, I
16:43
Speaker 3: mean that's something that we work with clients with work
16:46
Speaker 3: with them on. But if you know, you're like, nope,
16:49
Speaker 3: you guys got it. That sort of thing. So that's
16:51
Speaker 3: the great thing with us is we you know, really
16:55
Speaker 3: are flexible in the sense of what the client wants
16:58
Speaker 3: to do so and I think that's pretty rare.
17:03
Speaker 5: It is very rare. If you're looking at us on
17:07
Speaker 5: any of the visuals you have, like a YouTube version
17:10
Speaker 5: of this we do. I'm showing you the back end
17:14
Speaker 5: of our blog site and the fact that my Rachel
17:19
Speaker 5: on our team through Finch can come in here and
17:22
Speaker 5: help us with the development of this content or not.
17:25
Speaker 5: Now I'm a spas, I'm a little bit of a
17:27
Speaker 5: control freak, so I'm like, no, Rachel, I don't need
17:29
Speaker 5: no help. But at any time, you could be pulling
17:32
Speaker 5: a lever to say, listen, we're going to either co
17:35
Speaker 5: write stuff or you're going to put some stuff in
17:37
Speaker 5: here that we can help you develop. And it's very
17:40
Speaker 5: personalized because the age of AI, there's good and bad
17:45
Speaker 5: about everything. If you put out block and tackle AI
17:51
Speaker 5: stuff that is not personalized to your client, not personalized
17:55
Speaker 5: to your community, not talking about what happened to the
17:58
Speaker 5: high school basketball games championship, you know, you know, playoff games,
18:04
Speaker 5: and then you wrap that into a nutritional blog or
18:06
Speaker 5: whatever it is that you're doing. You can use AI.
18:10
Speaker 5: I use it for spell check more than anything. An
18:12
Speaker 5: organization of kind of like how I structure contracts and
18:15
Speaker 5: that really boring stuff. I love it for that, But
18:19
Speaker 5: I personalize my writings. And I think that there in
18:24
Speaker 5: lies where Finch and Grx Marketing is helping the community
18:27
Speaker 5: pharmacy because they're like, Hey, tell us a little bit
18:29
Speaker 5: about your area and what it is, and listen, we're
18:32
Speaker 5: going to go to town. We could either turn key
18:34
Speaker 5: this stuff, or we'll work with you every once in
18:37
Speaker 5: a while, like on an ongoing meeting where we come
18:39
Speaker 5: together and we talk about, Hey, let's talk about your
18:42
Speaker 5: blog for the next quarter or three in a row
18:45
Speaker 5: or whatever it is. But talk to us about that,
18:49
Speaker 5: because you guys have really helped me to kind of
18:51
Speaker 5: reorganize what we're doing.
18:55
Speaker 3: Yeah, So I think it's just a kind of how
18:58
Speaker 3: our process works of strategizing with the client and you know,
19:03
Speaker 3: making sure we're capturing their services.
19:06
Speaker 4: And I think a website is it.
19:09
Speaker 3: Can grow with your business, right, So you can start
19:12
Speaker 3: with just the basic services as a pharmacy or whatever,
19:16
Speaker 3: if you're not doing a ton of services, let's just
19:19
Speaker 3: get that information out there. But then as you're adding things,
19:23
Speaker 3: you know, we can add pages, forms, blogs, all that stuff.
19:28
Speaker 3: But yeah, helping craft that message and then I mean
19:31
Speaker 3: the messaging on your website can carry over, like we
19:34
Speaker 3: talked about to social media that branding should be filtered
19:38
Speaker 3: down to in the pharmacy, you know, any sort of
19:42
Speaker 3: digital outside advertising that you're doing, so that consistency messaging
19:47
Speaker 3: is hitting across all platforms.
19:49
Speaker 5: So yep, yep. The use of QR codes is expanding.
19:54
Speaker 5: You could put out with every single receipt that you
19:57
Speaker 5: put out on you might give a special little coupon
20:01
Speaker 5: of some sort that has a QR code on it.
20:03
Speaker 5: You scan the QR code, it's drawing people back to
20:05
Speaker 5: a specific blog that you talked about, I don't know,
20:09
Speaker 5: a nutrition course or long term care, pharmacy, at home
20:12
Speaker 5: services or whatever it is. Now you're driving people to
20:16
Speaker 5: content that isn't just informative and shows much credibility in
20:21
Speaker 5: your authority as a pharmacist and someone taking care of
20:24
Speaker 5: the community. But now all of a sudden, you're showing
20:27
Speaker 5: a program that will lead to new revenue, whether that's
20:31
Speaker 5: getting together in the community or a woman's health services
20:34
Speaker 5: day or a contraception education day. But remember you have
20:40
Speaker 5: to pull in more business, you know, today, for the
20:44
Speaker 5: future and what's happening in independent community pharmacy than just
20:48
Speaker 5: relying on you know, PBMs to reimburse you through your
20:51
Speaker 5: script volume.
20:54
Speaker 3: And the great thing about QR codes are just basically
20:56
Speaker 3: anything you do on your website is it's all trackable.
21:00
Speaker 4: Because I know, pharmacy.
21:01
Speaker 3: Owners don't like marketing a lot because it's gray and
21:05
Speaker 3: can't always major ROI it's not black and white. But
21:09
Speaker 3: with website stuff, I mean we can track all that.
21:11
Speaker 3: We can see which pages are most popular, you know
21:16
Speaker 3: where they're coming from, that sort of thing, and you
21:20
Speaker 3: know what part of the community they're coming from.
21:22
Speaker 4: I mean, you can get pretty granular these days.
21:25
Speaker 3: So that's where it's nice then to show too of Hey,
21:28
Speaker 3: here's since building your website, doing a new launch of
21:32
Speaker 3: your website, like here's how the traffic has grown, or
21:35
Speaker 3: here's what's resonating with your community. Then you can go
21:39
Speaker 3: back and say, oh my gosh, everybody is going to
21:42
Speaker 3: the nutrition blog.
21:43
Speaker 4: Maybe we should.
21:44
Speaker 3: Really lean into that and you know, start a full
21:47
Speaker 3: nutrition program that sort of thing. So it really lends
21:50
Speaker 3: itself to give you a clue in to what people
21:54
Speaker 3: are interested in your local community as well.
21:58
Speaker 5: Let's talk about metrics for a second, because now you're
22:01
Speaker 5: you need your feedback from how you're being received via
22:05
Speaker 5: your website. What content's you know, popping, which stuff isn't working.
22:10
Speaker 5: But something that Rachel has done for us through through
22:13
Speaker 5: Finch is taught us to see the keywords that are
22:18
Speaker 5: bringing people traffic to our website. And I'm like, you
22:21
Speaker 5: know what, I remember hearing about that fifteen even twenty
22:25
Speaker 5: years ago with some of the things that with blogging
22:28
Speaker 5: coming out. But that is so important today because now
22:32
Speaker 5: SEO is not only about the platform. It's literally now
22:36
Speaker 5: becoming three sixty where those terminologies are now associated with
22:41
Speaker 5: social media content that's associated with you. So if you're
22:45
Speaker 5: on Instagram and you're on Facebook, and you're on Twitter
22:49
Speaker 5: and you're on you know TikTok and and you're basically
22:53
Speaker 5: saying those same things that are also communicated on your website.
22:58
Speaker 5: Not only is that credibility for you as a brand,
23:02
Speaker 5: but SEO is sniffing that out and and I love that,
23:07
Speaker 5: Like you guys gave me powerful lesson understanding that. And
23:11
Speaker 5: now I'm being a little bit more manipulative of what
23:13
Speaker 5: wording I'm using so that I take advantage of that
23:16
Speaker 5: kind of pull in and that SEO and how important
23:20
Speaker 5: that is to being found in such a you know, pharmacy.
23:25
Speaker 5: If you put in the word pharmacy Butler Pennsylvania, pharmacy, Orlando, Florida.
23:30
Speaker 5: I mean, goodness, gracious, like that's that can't be it.
23:32
Speaker 5: It has to be, you know, being found in so
23:35
Speaker 5: many different different variants and ways.
23:39
Speaker 3: Yeah, exactly, And I think sometimes it's surprising to see,
23:42
Speaker 3: you know, what people are searching to get to your website,
23:45
Speaker 3: but yeah, it really gleans again back what your community
23:48
Speaker 3: is looking for. And I mean, now you have AEO,
23:51
Speaker 3: which is Answer Engine Optimization, so you've got the chat
23:55
Speaker 3: what are the chat pods or the.
23:58
Speaker 4: Chat GBT and those sort of things pulling in.
24:01
Speaker 3: So that's where you know, my team stays abreast on
24:05
Speaker 3: all of that stuff. I have a website project manager
24:08
Speaker 3: dedicated to staying up to date on all of those
24:11
Speaker 3: latest trends to make sure that we're providing the back
24:14
Speaker 3: end SEO AEO for our clients, because you know, Google
24:19
Speaker 3: and all the search engines like to switch it up
24:22
Speaker 3: every probably three to six months on what they're looking for.
24:25
Speaker 3: So if you don't have a vendor that is staying
24:28
Speaker 3: up to date on that, then you could build the
24:32
Speaker 3: greatest website, but if nothing is being done to it
24:35
Speaker 3: on a regular basis, it's going to just slowly kind
24:38
Speaker 3: of fall down in the search results.
24:41
Speaker 5: Yeah, it's not what's going to sound like you old
24:44
Speaker 5: Fogie on the podcast, but it's really it's not. It's
24:48
Speaker 5: not what it was twenty years, ten years, five years ago,
24:52
Speaker 5: because you could set it and forget it and really
24:55
Speaker 5: get away with a lot of even bad habits and
24:59
Speaker 5: sure off when I started running into the road with
25:01
Speaker 5: our previous site, was my fault that it did this.
25:05
Speaker 5: But things started crashing, there was not updates being done
25:08
Speaker 5: there was, and then it looked really bad. I had
25:11
Speaker 5: several proposals I had going on several clients that I
25:14
Speaker 5: was after and I get an email from them in
25:17
Speaker 5: the in the midst of you know, a cell cycle
25:20
Speaker 5: or business development cycle, and they're like, you know your
25:22
Speaker 5: website is down or you know your website of it,
25:25
Speaker 5: and I'm just like, oh my gosh, this is so bad.
25:27
Speaker 5: So it was like, hey, let's get into the gym
25:30
Speaker 5: and let's do some exercise and get my website up.
25:33
Speaker 5: And and that's where that guidance from your team, though,
25:36
Speaker 5: Nicole was key because I could not have absolutely not
25:40
Speaker 5: have done it by myself because of how busy that
25:43
Speaker 5: we are in the conference season and everything going on. So,
25:47
Speaker 5: you know, huge shout outs to the to the team
25:50
Speaker 5: Rach when you guys were putting it back on the map,
25:54
Speaker 5: we are back on the map.
25:55
Speaker 4: Yes, I appreciate that.
25:57
Speaker 3: So yeah, I mean, it's just go get a website
26:01
Speaker 3: if you don't have one, if you have an old,
26:04
Speaker 3: outdated one, we would love the opportunity to revamp one
26:09
Speaker 3: for you. So anything else todd to kind of wrap
26:13
Speaker 3: up about website and digital marketing.
26:16
Speaker 5: I always encourage people to do your own research. We
26:19
Speaker 5: hate hearing that from our patients, I'm sure, but do
26:22
Speaker 5: your own research. Literally, go out and google pharmacy marketing,
26:26
Speaker 5: Google Specialty pharmacy marketing, or long term care pharmacy marketing
26:30
Speaker 5: or long term care pharmacy at home marketing, or better yet,
26:34
Speaker 5: just go to Pharmacy Marketing dot com and schedule time
26:38
Speaker 5: with somebody on their team and be very specific, because
26:42
Speaker 5: the more specific you are with Finch, if you're more
26:45
Speaker 5: like on the specialty side or business side within the
26:48
Speaker 5: pharmaceutical markets, if you're a pharmacy a GRX marketing, and
26:53
Speaker 5: that's really where the infrastructure and all of these ideas
26:56
Speaker 5: really came from. Anyway, I could tell your store. Sorry, Nicole,
27:00
Speaker 5: I've watched you grow since you came out of what
27:03
Speaker 5: was the chain that you oversaw for as director of
27:06
Speaker 5: marketing Medicaps. Yeah, I'll tell Nicole McClure's story someday because
27:11
Speaker 5: I think it's it's really it really is something. It's
27:14
Speaker 5: it's come a long way, and you've taken the punches
27:17
Speaker 5: in the face, just like me, with so many things
27:19
Speaker 5: that worked and didn't work, and pushback and the stubbornness
27:23
Speaker 5: of the independent community pharmacist owner, and it's just it's
27:28
Speaker 5: fun to it's fun to do this. So I had
27:30
Speaker 5: a ball today.
27:32
Speaker 3: No I did too, and Todd, I owe you a
27:33
Speaker 3: lot of credit because you were one of the first
27:36
Speaker 3: to take a chance on me and give me a
27:40
Speaker 3: voice for your on your podcast. I mean it was
27:43
Speaker 3: a struggle at first because we were brand new to
27:45
Speaker 3: the industry. Nobody knew who we were. So I thank
27:49
Speaker 3: you for everything that you've done to help me send.
27:52
Speaker 5: My company together our ex Let's go.
27:57
Speaker 3: And now that we've gotten super weepy and emotional, that's
28:00
Speaker 3: the rep of this podcast crying.
28:06
Speaker 4: Well, thank you Todd for joining me.
28:07
Speaker 3: Let's not let another what twenty years go by before
28:10
Speaker 3: we get on a one of my podcasts again together?
28:13
Speaker 5: So what's up with that?
28:15
Speaker 4: All right? Cool?
28:17
Speaker 5: Go go take a look pharmacy marketing dot com.
28:20
Speaker 4: Thank you.
28:20
Speaker 3: You're listening to another episode of Marketing Vitals podcast