How Independent Pharmacies Can Target Customers on Social Media

First Financial Bank
Social media has changed the way we interact with the world. It’s everywhere, it’s unavoidable, and it’s a great tool for businesses trying to reach a target audience.

You might be asking yourself how you can use digital marketing on social media to maximize your pharmacy’s customer outreach. Different social media platforms tend to attract different generational audiences, so it’s important to be able to identify who your current and potential customers are in order to maximize your social media outreach.

This can seem like an overwhelming task for any independent pharmacy trying to grow an online following, so we’ve included a breakdown of social media demographics below that you can use to help inform your own social media strategy.

Silent Generation and Baby Boomers (born 1928-1964)

Seniors are increasingly adapting to technology and social media (People aged 54-64 are the fastest-growing group on social media sites), giving you the opportunity to reach these patients in untraditional ways.

The growth of social media usage among seniors, paired with the fact that nine out of 10 Americans aged 60 or older take at least one prescription drug, makes social media an ideal way to connect with potential customers. Facebook and Linked in are probably your best bets for reaching this group, where half of online adults aged 50-64 have accounts.

When engaging seniors, make sure your content is easy to understand and navigate. Don’t make them search hard for your phone number or address. Educate to engage their interest. When creating a post, clearly explain how your services work and the benefits it can bring to them particularly.

Gen X (born 1965-1980)

Generation X makes up 20% of the U.S. population but has a disproportionate share of purchasing power, ranging from $2.4 trillion, or 31% of the total U.S. personal income. They tend to be the major healthcare decision-makers in families, and look for convenient resources that can help them make informed healthcare choices for their loved ones.

Estimates show that 77.5% of this generation are social network users, and nearly nine out of 10 are on Facebook. If you’re looking to attract more Gen Xers to your pharmacy, you should target your marketing efforts on easy-to-use mobile technology, especially Facebook.

Use your social media channels to post educational resources on your products and services, including provider information, case studies, and ebooks. Keep in mind that Gen Xers value convenience, so make sure the information you’re sharing is user friendly and easy to find.

So what can you post on your social media channels that will interest Millennials?

Millennials (born 1981-1996)

An important customer base, Millennials comprise 35% of working U.S. adults and are poised to soon replace Gen Xers as the main healthcare decision-makers in their families. A 2019 survey showed that 73% of Millennial respondents prefer to get their medical advice online rather than going in-person to a doctor, and 79% use social media multiple times a day.

This presents a great opportunity for you to showcase your services and products to an active and interested digital audience. Potential Millennial customers might get to know you online through social media before ever stepping foot inside your pharmacy, so you should consider your online presence as an audition for their business.

So what can you post on your social media channels that will interest Millennials? Think about the stage of life they’re in. Millennials with expendable incomes and without dependents might like to travel more, so maybe try posting information about travel vaccines or sunscreen options. Alternatively, they might be considering starting or continuing to grow their families, and would appreciate content related to fertility and pregnancy care. Think about the unique needs of your current Millennial customers when drafting your next social post.

Gen Z (born 1997-2012)

Generation Z represents the single largest U.S. generation alive today, with a whopping $143 billion in spending power, making them valuable customers. Technology is an integral part of their lives, and on average, Gen Zers spend more than 85 hours a month on their phone.

So what do these facts mean for you? If you’re looking to attract Gen Zers to your pharmacy, then social media is the best tool in your toolbox. A recent survey found that Gen Z respondents ranked social media as their number one choice for engaging with brands, and market research shows that 85% of this generation learns about new products through social media.

Gen Zers tend to prefer Instagram and Snapchat over Facebook and Twitter, and are drawn to highly engaging content with imagery and videos. As you develop your social media strategy, don’t be afraid to get creative, and even a little silly, when targeting this audience. Creating and designing engaging content can be daunting, but there are a variety of easy design tools (such as Canva and Panopto) that can help. Remember to keep it short – Gen Z reported only has an attention span of about 8 seconds.


Analyzing social media habits among different generations is less about generalizing age-specific habits and more about understanding where people are in life and what they’re looking for in their social media experience. Creating specific social media communications for each generation, reflecting their stage of life, concerns and needs can allow prospective customers to understand how you offer targeted, personalized services for them – and help you grow your business.

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