The pharmacy industry continues to evolve as clinical services expand and patient expectations grow. In response, ARO pharmacies are using paid digital media to better connect with their communities and educate shoppers about the convenient healthcare services available inside their Macey’s, Lin’s, Dick’s Market, Dan’s and Fresh Market.
“As the landscape shifts, we need to meet people where they are,” said Felicia Crosson, senior marketing specialist. “Paid media allows us to do that. It gets our message into people’s daily lives through their phones, in their cars and in their social feeds.”
From digital ads and boosted social media posts to streaming audio and print materials, ARO pharmacies have a marketing strategy that reaches both existing and new customers. While national chains may dominate traditional media with large budgets, ARO’s community-focused messaging is proving to be just as powerful when delivered through targeted campaigns.
“Big chains advertise nationally, but we have the advantage of being trusted community partner,” said Chris Sheard, vice president of ARO pharmacy operations. “Our services are more personal, more accessible and when we use paid media to share the message, people respond.”
Retailers who have adopted paid campaigns are seeing results noting a clear uptick in awareness, engagement and foot traffic around clinical offerings when paid media is implemented.
“Many people don’t know our pharmacies offer services like strep tests, UTI and yeast infection treatment, cold sore care, birth control consultations, anti-aging tretinoin and even lash growth services,” Chris said. “When we use paid media to inform people of these expanded services, we create new reasons for people to visit our stores and pharmacies.”
Paid media is also helping shift how consumers think about their local pharmacy. Instead of seeing it as just a place to pick up medications, patients begin to view it as a walk-in healthcare resource that is accessible, trusted and integrated into their everyday routines.
“Marketing helps reposition our pharmacies as true local health partners,” Felicia said. “That shift in perception leads to increased sales and long-term loyalty.”
Felicia and other marketing experts emphasize that consistency is key. When patients hear about services through multiple sources such as social media, print, radio and email the message becomes more memorable and trusted. Digital platforms like Facebook, Google and Spotify also allow for zip code and demographic-specific targeting, ensuring that the right message reaches the right audience.
Print remains part of the strategy as well. In-store materials continue to play an important role in building awareness, especially when combined with a robust digital presence.
“Familiarity builds trust and trust builds growth,” Felicia said. “Paid media is helping us create that consistency and bring more patients into our pharmacies.”
As more shoppers look for convenient, community-based healthcare options, strategic use of paid media is ensuring pharmacies stay top of mind. For more information about paid media for pharmacies, contact Felicia Crosson at 801-978-8227 or fmcrosson@afstores.com