Why and how community pharmacies should better use Facebook

Objective: To describe how independent and community pharmacies can better utilize Facebook to advertise their business and optimize health care communications with patients. Data sources: Not applicable. Communication and advertising has changed dramatically over the past decade due to digital technologies. With Facebook leading the way, social media presents an excellent opportunity for independent and community pharmacies to utilize and grow their brand while connecting with patients and help improve public health. Pharmacy as a profession has been slower to uptake the use of social media when compared to other professions. Opportunity exists to utilize Facebook to better connect with patients, colleagues, and advertise pharmacy services. Research has identified several best Facebook practices designed to effectively engage a customer base such as content type/tone, posting frequency, and utilization of paid “boosts,” in order to increase reach and better connect with patients and customers from the local community and even globally. Conclusion: Potential exists for independent and community pharmacies to utilize Facebook with respect to advertising, connecting with patients, and promoting public health care. When used effectively it has been shown to have a positive return on investment and help improve public health. In a rapidly changing and technological society, pharmacists must continue to adapt and stay informed of digital developments to remain a relevant and viable health care professional.