This guide provides pharmacies across Ireland with simple, actionable steps to build a trusted, compliant, and engaging online presence, focusing on best practices for healthcare professionals.
Compliance and Professional Ethos (The Golden Rules)
Every online post must maintain the trust and integrity of the profession. Always adhere to the guidance provided by the Pharmaceutical Society of Ireland (PSI).
Confidentiality First: Never post photographs that show patient records, prescription details, or computer screens in the background. If using case studies for educational purposes, they must be completely anonymised. If you are ever in doubt about posting content, leave it out.
Avoid Specific Medical Advice: If a patient asks a question about their personal symptoms, condition, or medication in the comments section, do not answer publicly. Reply with a generic, professional message: "Thank you for your question. For health advice specific to your needs, please call the pharmacy or visit us to speak with a pharmacist privately."
Uphold Professional Reputation: Keep all content positive, factual, and helpful. Avoid overly political, controversial, or offensive content that could damage the reputation of your pharmacy or the profession.
Transparency is Key: If a post is part of a commercial promotion or a paid partnership with a supplier, you must clearly disclose this to your audience.
Choosing Your Platforms and Content Formats
Platform Focus: Meta (Facebook) (The Community Hub)
Facebook is ideal for reaching a broad demographic, including older patients (40+), for essential service communication and operational updates.
• Content Type: Best for Service Announcements, Operational Updates (holiday hours), and sharing text-heavy health tips.
• Recommended Size: Use Square (1080×1080 px) or Horizontal (16:9) formats for in-feed images and videos.
• Key Feature: Ensure the "Call Now" button on your page is correctly linked to your main pharmacy number. Use Messenger to set up Automated Replies for out-of-hours customer service.
Platform Focus: Instagram (The Visual Connection)
Instagram is perfect for showcasing front-of-house products, humanising your team, and engaging a younger audience with visually appealing content.
Content Type: Best for high-quality product spotlights, team features, and short, engaging videos.
Recommended Size: Use Vertical (4:5, 1080×1350 px) for in-feed images for maximum screen space. Use Vertical (9:16, 1080×1920 px) for Stories and Reels.
Key Feature: Use the Stories features like Polls, Quizzes, and Question Stickers for quick engagement. Utilise a service like Linktree (or similar) in your single clickable "Link in Bio" to direct users to multiple pages (e.g., Prescription Ordering, Flu Vaccine Booking).
Essential Content Strategy (What to Post)
Structure your content using an 80/20 Rule: 80% helpful, community-focused content, and 20% direct promotion or sales.
Core Content Pillars
1. Local Authority: Position the pharmacy as the local, trusted health expert.
o Example: Post a Myth-Busting graphic to dispel a common health misconception or a Pharmacist Tip about managing minor ailments.
2. Community and Team: Highlight the approachable and personal side of your service.
o Example: "Meet the Team" posts featuring a staff member (with their consent) and a fun fact, or showcasing the team participating in a local event.
3. Service Spotlight: Educate patients on the full range of services available beyond dispensing.
o Example: Post a "Did You Know?" graphic detailing your medication usage review service, blood pressure checks, or prescription ordering options.
4. Seasonal Awareness: Provide timely, relevant health reminders tailored to the time of year.
o Example: Reminders for Flu Vaccine availability in Autumn, Hay Fever relief in Spring, or advice on sun safety in Summer.
*Include your branding and logo on all posts and try to keep your colour scheme consistent with your brand.
Hashtag Strategy
Use a mix of local and service-specific hashtags to ensure people outside your direct followers find your content.
• Local Tags: # [YourTownName]Pharmacy, #ShopLocal[YourTown], #SupportLocalIreland
• Health/Service Tags: #IrishHealth, #PharmacistAdvice, #FluVaccineIreland, #MedicationReview
Time-Saving Tools and Workflow
Managing social media must be efficient to be sustainable.
1. Content Batching: Do not post in real-time. Dedicate one consistent hour per week (e.g., Monday morning) to plan, create, and schedule all your content for the week ahead.
2. Scheduling Tool: Use the free Meta Business Suite tool. This allows you to manage both your Facebook and Instagram accounts in one place, write captions, and set the exact date and time for posts to be published automatically.
3. Graphic Design Tool: Use Canva (the free version is sufficient). This user-friendly tool allows you to:
o Easily create professional-looking posts using pre-set templates.
o Add your pharmacy logo to any graphic.
o Instantly resize content into the correct formats for all platforms (Square, Vertical, Story).
4. Photography: Use a modern smartphone camera. To get the best results, always take photos (especially of products) in good natural light, ideally near a window, to maintain a professional appearance.
5. Dedicated Team Member: Assign a specific team member to manage your social media accounts. This person should be responsible for maintaining a consistent posting schedule, ensuring pages are regularly updated, and responding promptly to messages and queries. Efficient management is essential to ensure your social media presence remains active, engaging and sustainable over time.