J Am Pharm Assoc (2003). 2019 Mar-Apr;59(2S):S30-S34. doi: 10.1016/j.japh.2018.12.007. Epub 2019 Feb 1.
To describe how independent and community pharmacies can better utilize Facebook to advertise their business and optimize health care communications with patients.
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.
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.
描述独立和社区药房如何更好地利用 Facebook 宣传业务，并优化与患者的医疗保健沟通。
不适用。
由于数字技术的发展，沟通和广告在过去十年中发生了巨大变化。随着 Facebook 的引领，社交媒体为独立和社区药房提供了一个绝佳的机会，可以利用和发展品牌，同时与患者建立联系，并有助于改善公众健康。与其他专业相比，药剂师在利用社交媒体方面的速度较慢。有机会利用 Facebook 更好地与患者、同事联系，并宣传药房服务。研究已经确定了几种最佳的 Facebook 实践方法，旨在通过内容类型/语气、发布频率以及利用付费“推广”来有效地吸引客户群，以增加覆盖面，并更好地与当地社区的患者和客户以及全球范围内的患者和客户建立联系。
独立和社区药房有可能在广告、与患者联系和促进公共医疗保健方面利用 Facebook。当使用有效时，它已被证明具有积极的投资回报，并有助于改善公众健康。在快速变化和技术化的社会中，药剂师必须不断适应并了解数字发展，以保持作为相关和可行的医疗保健专业人员的地位。
