Infrastructure beats activity reports
Prefer partners who build websites, tracking, CRM hooks, and apps — not only monthly posts. Review case studies and ask how enquiries increased, not how many reels shipped.
Pharmacy specialist vs generalist
| Area | Works | Avoid |
|---|---|---|
| Copy review | Understands ASA/GPhC context and POM rules | Reuses healthcare templates from dental clients |
| Reporting | Enquiries, bookings, map actions in plain English | Impressions and follower counts without business outcomes |
| Tech | Shopify, CMS, and analytics under one roof | Outsources dev overseas with no pharmacy QA |
Questions to ask on a first call
- Who approves clinical claims before ads go live?
- Can you show anonymised pharmacy results?
- Do we keep domain, Analytics, and ad account access?
- How do you handle multi-branch consistency?
- What happens if we pause — do we keep our site?
- How do you document compliance decisions?
Myths vs what we see in practice
Myth: A rebrand alone will fix footfall.
Fact: Design without discoverability and conversion paths rarely moves bookings. Fix findability and enquiry flow in parallel.
Deliverables worth paying for
- Technical SEO remediation on your actual site
- GBP optimisation with branch-level reporting
- Compliance-reviewed ad copy and landing pages
- Call tracking and form attribution
- Editorial workflows your pharmacy team can use
Key takeaways
- Ask for pharmacy proof, not generic healthcare logos.
- Own your domain, analytics, and ad accounts.
- Measure enquiries and bookings, not vanity metrics.
Frequently asked questions
Not mandatory, but generalists often miss ASA nuance, NHS versus private pathways, and superintendent approval culture. Ask for pharmacy-specific examples.