Two-thirds of US pharmacies have embraced social media to keep in touch with their patients, a new survey has found.
RxWiki Inc revealed that 65% of community pharmacists use social media: 63% use Facebook, and 24% use Twitter.
Use of other platforms like Instagram and Pinterest were lower, at 12% and 2% respectively.
More than 68% of pharmacists reported that they felt that social media had a definite positive impact on their business by either helping them stay connected with their patients, delivering health news to them, or driving visits to the store.
Posting one or more times per week was most common, with the most popular content being health related information and general going-ons in the pharmacy.
There was no consistency on the person responsible for managing the accounts. In some pharmacies, it was the pharmacist who managed the account while in other pharmacies, it was the owner, the staff or a business manager.
While “time” was the biggest reason why respondents don’t use social media, those that do are only spending a few minutes each day managing the accounts.
Less than 20% said that a lack of understanding of the platforms was the reason they didn’t use the platforms, reflecting the broader trends of social media adoption amongst all age groups.
“What we’ve seen is that people of all ages are consuming content because it’s really like talking to their pharmacist,” says Azim Nagree, Senior Vice President, RxWiki Inc.
In addition to posting content, 23% of pharmacists are advertising on social media, especially using Facebook advertising.