February 13, 2020
Inside: Learn more about your Facebook audience to make them into more loyal patients.
Your Facebook page is a great place to connect with patients, but if that’s all you’re using it for, you are missing out on its true power.
Business owners on Facebook have access to all sorts of tools that let them get to know their audience — what they like, what they don’t, and what they expect from a local business.
For independent pharmacy owners, these insights are an invaluable tool that can help them refine their marketing strategy. Page Insights and Audience Insights can help pharmacies create content they can be confident their users will engage with and target their advertising to save money and get the biggest return on investment.
When you run a business page on Facebook, you have access to a feature called Page Insights. If you are looking at your pharmacy’s page while logged into an administrator account, you can access Page Insights through a tab at the top of the page.
When you click over, you’ll see a whole new world of information. Page Insights contains two years of data on who is engaging with your page and what kind of posts result in the most engagement.
Although Facebook engagement might seem trivial in the grand scheme of your pharmacy business, in the long run, it can make your pharmacy more visible in the community.
Facebook pages with high organic engagement — that means likes, comments, shares, and tags that aren’t paid for — are more likely to show up in Facebook users’ News Feeds. If you have lots of people engaging, it won’t just show up in the News Feeds of the people that already follow you, either. By using Facebook well, you have the opportunity to reach entirely new prospective patients.
Beyond your individual posts, Facebook Page Insights lets you measure how users are interacting with your Facebook page. When they click on your website, call-to-action, events, or directions, you’ll be able to see it. By knowing where users are gravitating, you can focus your information in the right places.
When you open up your Insights tab, you’ll see a page summary with all sorts of stats, including:
Each of these stats has an accompanying graph, so you can see how much they’ve changed over time. If your social media strategy is working, these graphs should be trending upward or remaining about the same from week to week. If they show a decrease, it could be a sign that something about your social media strategy is off-putting to your followers.
To help you figure out what’s working and what’s not, Page Insights show you information on your most recent posts. You can see:
(Use the Overview section)
Once a week, pull information from the Overview section of Facebook Insights and record how your pharmacy’s page performed. Focus on recording the information pertinent to your goals. For example, if you want more people to use coupons, record the number of users who saw your post with a coupon and compare it to the number of patients who redeemed the discount. Measurement is often overlooked in social media, and the Overview section can help you monitor your page’s weekly growth and track your overall progress toward your goals.
(Use the Likes section)
The Likes section of Facebook Insights shows you when users like and unlike your page. You can use this information to see if any of your actions, such as posting several updates back-to-back or posting politically controversial articles, might have caused people to unlike your page.
You can also use the information that’s provided about your most popular posts. Take a look at what posts coincided with an increase in likes to see what you should post more of. For example, you might find that after your page tagged another local organization in a post, you got several more likes. It would make sense then to incorporate more connections with other local businesses into your Facebook posts.
(Use the Reach section)
The Reach section of Facebook Insights is another a great section to use to measure your progress. By selecting a time span, you can compare how your page has developed over time. For example, you can see how well your page is doing in terms of viewers, likes and fans, and compare your current performance with last month or last year. Track your results and see how your page is growing closer to your goals.
(Use the Visits section)
The Visits section of Facebook Insights tracks where visits to your Facebook page come from. Use this information to evaluate the effectiveness of your other cross promotions. For example, say you’re paying an email service to promote your Facebook page. If you find that very few of your Facebook visits are coming from this service, then you can use this data to determine if the service is an effective use of your marketing dollars.
(Use the Posts section)
The Posts section of Facebook Insights breaks down the popularity of your posts by format, such as pictures, links or status updates. Use this information to tailor your next post to the format that gets the most likes, comments and shares. For example, if your fans are more likely to share pictures rather than links, try posting the coupon as a picture instead of just sharing a link to the coupon on your website.
(Use the People section)
The People section of Facebook Insights helps you get to know your audience better. It’s a starting point to discover the demographics of your audience. You can then tailor your posts to feature content that is pertinent to your Facebook audience, such as posting about products geared toward women if your Facebook fan base is mostly women.
When you want to drive organic engagement, Facebook Page Insights is the most valuable tool in your arsenal. If you’re also using Facebook for digital advertising, then you have another tool to help make your marketing efforts more effective.
Located within Facebook Ads Manager, Audience Insights helps you get to know users better. It helps you learn as much as you can about the people who you’re trying to target, ultimately resulting in a higher return on investment for your Facebook ads.
If the promise of detailed information sounds great, but the idea of invading users’ privacy seems a little creepy, don’t worry — all the information Audience Insights provides you is completely anonymized.
When it comes to digital advertising, a bigger audience isn’t always better. That’s why Audience Insights lets you pick between different audiences to analyze, including:
After you’ve selected an audience, you can get demographic info like age, gender, education, job title, location, and relationship status, and other personal information, like interests, political affiliation, and hobbies.
With all this information, you can filter down to the audience that you really want to connect with your digital marketing campaign. Since you’re a local business, you don’t want to waste your advertising dollars trying to market to people around the world — with Audience Insights, you can make sure that your ad is being seen by local residents who might actually stop by the pharmacy.
Depending on the type of campaign you are running, you’ll want to focus your energies on even more detailed audiences than just “local.” If you’re introducing a line of CBD pet products, for example, you can focus the ad campaign on young people who are interested in animals.
Or, if you’re wanting to increase patient loyalty, you can run an ad campaign that exclusively targets people who have already liked your Facebook page.
When you filter down your potential audience, your campaigns have the potential to be more effective, because you can cater specifically to their interests. And, because you’re only trying to get the ad out to a small number of people, the cost to run the campaign is lower.
You have to be careful not to add too many filters, though, because it has the potential to create an audience so tiny that it won’t be able to make an impact.
Using Audience Insights, you can learn more about your potential patients and customize an ad experience for them, giving them what they want and bringing in more business to the pharmacy.
PBA Health is dedicated to helping independent pharmacies reach their full potential on the buy side of their business. The company is a member-owned organization that serves independent pharmacies with group purchasing services, expert contract negotiations, proprietary purchasing tools, distribution services, and more.
PBA Health, an HDA member, operates its own VAWD-certified warehouse with more than 6,000 SKUs, including brands, generics, narcotics CII-CV, cold-storage products, and over-the-counter (OTC) products.
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