COVID-19 Marketing Resources and Updates
COVID-19 vaccine marketing and communications considerations
COVID-19 vaccine print and digital marketing materials
Please do not display or post the materials highlighting vaccine availability until your pharmacy has received and is prepared to administer the vaccine. Patients are eager to get vaccinated and you will most likely get an overwhelming response as soon as you begin marketing your service.
COVID-19 vaccine social media best practices
Digital marketing platform policy updates
Updated Facebook Advertising Guidelines for COVID-19
Last updated: December 22, 2020
As of December 18, 2020, Facebook has updated their COVID-19 advertising policy to allow ads about vaccine availability to prevent someone from contracting the virus and ads that promote safe ways for patients to access a vaccine for COVID-19. However, any ads or organic posts that promote the sale of a vaccine (examples include attempts to sell a COVID-19 vaccine kit or expedited vaccine access) are prohibited. Ads that claim the vaccine is a cure for the virus will be rejected, as will any ads that contain false claims about the vaccine. Per Facebook, “this could include false claims about the safety, efficacy, ingredients or side effects of the vaccine.” Facebook has noted that it may take time to train their systems and teams on this new policy and to expect enforcement to ramp up in the near future.
Ads promoting hand sanitizer, surface wipes and non-medical face masks continue to be allowed with restrictions. Ads for COVID-19 test kits and medical face masks are temporarily prohibited. Ads that promote the sale of COVID-19 vaccines are prohibited. Ads that promote a sense of urgency for COVID-19 supplies and products, exploit COVID-19 for financial gain, incite fear about COVID-19 or claim the prevention of COVID-19 are also prohibited.
The updated policy can be found here.
COVID-19 Testing Site Information for Google My Business
Last updated: January 15, 2021
Pharmacies offering COVID-19 testing can register their test site with Castlight to appear as a COVID-19 test site on their Google My Business profile. Follow these instructions from Google to add this designation on a Google My Business profile.