Best Practices

All About Pharmacy Marketing

In pharmacy, marketing spans many different categories far beyond traditional advertising.

Marketing is defined as “the activity or business of promoting and selling products or services, including market research and advertising”. Like most things in the pharmacy world, that one-size-fits-all definition doesn’t really encompass what it means to market your business or services.

In pharmacy, marketing spans many different categories far beyond traditional advertising. These include education, physician relationships, and community engagement right alongside attention grabbing social media efforts and a healthy online presence. 

Because marketing a pharmacy business is such a unique endeavor, we engaged Professor of Business and Pharmacy Business Coach Emily Cannata and Pharmacy Marketer Extraordinaire Lisa Baker to answer some of the most important questions about how to curate a successful pharmacy marketing program. You can watch the video here or keep reading for some of our conversation highlights. 


The most important thing you can take away from this interview is that you can't do everything all at once. Find inspiration to take on a marketing activity and do just that one thing. Then come back, watch the interview again, and try a second thing. One bite at a time is the best way to find success.

If you're short on time and can't watch the full interview now, here are some ideas on where to start. 

Segment your target audience - Because there are so many marketing opportunities, it's important to drill down to the audience you want to reach and let that influence your marketing strategy. Your locale, customer demographics, competition, or lack of competition should all play a role in what services you choose to offer and the best way to reach your audience. 

Focus on physician relationships - As the pharmacy market transitions into services like point-of-care testing, functional medicine, chronic care management and more, marketing opportunities change too. Your physician relationships become a primary source of new business opportunities. Remember that a patient through the door for remote patient monitoring can represent new prescription and OTC business. 

Always education first - As pharmacies take on point-of-care testing, chronic care management, nutrient depletion recommendations and other clinical services, education becomes an incredibly important component in any marketing effort. Growing your business becomes less about advertising products and more about sharing information and guiding patients through whatever health journey they are on. 

Step out of your comfort zone - social media isn't in everyone's comfort zone. However, it's an integral part of engaging with new audiences and staying relevant with existing customers. Plus, social doesn't require a financial investment to get started. There are lots of ways to incorporate social into your marketing strategy. A 60 second video explaining a product or going live to share new products and promotions. Or find a current social trend and put a fun pharmacy spin on it. 

Don't be afraid to explore all available avenues to make marketing a priority. There are companies that can help you, like DiversifyRx and other businesses that specialize in outsourced marketing. You might also have a team member with a flair for social media that can help you take your online presence to the next level. 

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