To engage the next generation of consumers, pharmacies should rethink more than just their sales strategy. A marketing approach that amplifies social media presence, particularly for Gen Z, will provide pharmacy firms a powerful platform to advertise their D2C offerings, allowing them to reach young consumers in a space essential to shaping their healthcare preferences.
Wolters Kluwer’s Pharmacy Next survey found that more than half of Gen Z and millennials (56% and 54%, respectively) have visited a pharmacy for care in the past year, compared with 40% of Gen X and 35% of baby boomers.
Providing an Omnichannel Experience
Young consumers are increasingly expecting a flexible healthcare experience, where digital interactions complement in-person care.
Younger customers tend to have a digital-first mindset and are more accustomed to video and text communication than older generations. As a result, delivering information in digital formats may be more effective when targeting these consumers. Younger generations use technology to inform, influence, and secure their purchases across various industries.
Gen Z expects a seamless experience across all channels, whether online or in-store. Make sure that your digital and physical offerings are fully integrated:
- Click and Collect: Allow Gen Z customers to shop online and pick up their orders in-store, making their shopping experience more convenient.
- Consistent Branding: Ensure that your pharmacy’s branding, messaging, and customer experience are consistent across all platforms, from your website and social media to in-store interactions.
Online Education and Information
Pharmacists can leverage digital channels to engage with their local communities by providing educational content and healthcare information about products and services that promote health, wellness, and disease prevention. As pharmacies expand their healthcare offerings, they will need to rethink staffing and operational processes to meet the expectations of young consumers, particularly in areas like convenience, accessibility, and the ability to schedule appointments online.
Creating workflow efficiencies with tools that support clinical decision-making, as well as patient education and engagement, will be key to addressing the staffing challenges that pharmacies will face.
Create a Fun and Engaging In-Store Experience
Even though Gen Z is digitally focused, they still value in-person experiences. To attract Gen Z to your physical pharmacy, consider:
- Interactive Displays: Create interactive or visually appealing displays that showcase health products in a fun, engaging way.
- Events and Pop-Ups: Host wellness events or pop-up shops where Gen Z can experience new products, engage with pharmacy staff, and learn about health-related topics.
- Social Media Engagement: Encourage customers to share their experiences in-store by using specific hashtags or taking photos at designated “Instagrammable” spots.
It is important for pharmacy owners to be aware that not only will younger consumers use the Internet and social media to learn about your business, they will also use social media to quickly post and share positives and negatives. These are wired, technically savvy consumers who are connected to other consumers.
By integrating these strategies, you can build lasting relationships with younger generations and ensure they view your pharmacy as a valuable, trustworthy resource for their health needs.