COVID-19 Marketing Resources and Updates

The COVID-19 pandemic has made the ability to communicate with your patients quickly and from a safe distance more important than ever for independent pharmacies. Here you’ll find resources to help your pharmacy connect with patients online, educate them on COVID-19 and the vaccine, highlight your COVID-19 vaccination services, learn about updates on key digital marketing platforms, and more. Check back regularly as we continue to update this page with additional resources and guidance.
 
See how our stores are staying connected with their patients. View this infographic >
 

COVID-19 vaccine marketing and communications considerations

  • Develop your marketing strategy for the COVID-19 vaccine as soon as possible.
  • Determine how you will receive and answer questions about the vaccine. Will it be on a specific phone line or a dedicated email inbox? Does your IVR system need to be adjusted?
  • Identify the communication channels you can use to reach patients in your community (e.g., social media, call campaigns, in-store print marketing materials, etc.).
  • Inform patients and members of your community that you’ll be offering the vaccine when it’s available.
  • Educate patients proactively on the benefits of getting the COVID-19 vaccination prior to its arrival and be prepared to answer questions. Read guidance from the CDC on patient education.
  • Order print marketing materials and signage to display throughout your pharmacy from Brand Central Station and the Good Neighbor Pharmacy Signage Portal.
  • Keep social media channels up to date with details on vaccine availability, days/hours of vaccine administration, scheduling guidance, vaccine education, and more.
  • Develop a workflow to flag and capture the business of first-time customers.
  • Take advantage of the tools, support, and guidance provided by Good Neighbor Pharmacy.
 

COVID-19 vaccine print and digital marketing materials

If you’re going to be offering the COVID-19 vaccine in your pharmacy or have already started to vaccinate, you should be letting your patients know in a big way. We’ve developed a full collection of marketing materials to help you educate your patients on the vaccine process and safety. These print and digital assets are available for Good Neighbor Pharmacy members on Brand Central Station and SOCi in the “COVID-19 Vaccine” libraries. More materials will continue to be added so please check back regularly for the latest additions!

Please note, if you’re participating in the Federal Pharmacy Partnership Strategy for COVID-19 Vaccination with Good Neighbor Pharmacy and Elevate Provider Network, you’ll also be receiving COVID-19 vaccine materials in the March Front-End Kit. These materials will arrive in your pharmacy beginning the week of February 22 and can be displayed in your pharmacy once you have received the vaccine.

For guidance on executing a COVID-19 vaccine marketing campaign, please reference the COVID-19 Marketing Execution Guide, which is available on Brand Central Station for Good Neighbor Pharmacy members.

Here are a few samples of the social media graphics we’ve created for you. Feel free to right click and save these images to get you started.
COVID-19 vaccine social media graphic
COVID-19 vaccine social media graphic
COVID-19 vaccine social media graphic
COVID-19 vaccine social media graphic
COVID-19 vaccine social media graphic

The CDC also has COVID-19 vaccine social media content available to help you successfully communicate with and educate your patients. Topics include information about the vaccines, benefits, FAQs, safety, and what to expect following vaccination. Explore the CDC toolkit to download graphics, along with sample messages and captions. You can also find a selection of CDC graphics in the SOCi "COVID-19 Vaccine" library.

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

This helpful resource is packed with talking points and tips on how to communicate with your community about the COVID-19 vaccine through social media.
 

Digital marketing platform policy updates

This section highlights the latest COVID-19 guidance from key digital marketing platforms.

Facebook

Facebook Launches New COVID-19 Tools to Support Vaccination Efforts

Last updated: March 24, 2021

Facebook has expanded their COVID-19 Information Center tools in an effort to help more people in the U.S. get vaccinated. As part of the update, Facebook has partnered with VaccineFinder to pull COVID-19 vaccination site information into Facebook. Facebook users can now search for a vaccination site in their area directly on the Facebook app. This new tool will be available soon on Facebook’s Coronavirus (COVID-19) Information Center.

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

Google

COVID-19 Vaccination Site Information for Google My Business

Last updated: March 24, 2021

Google My Business is working with a number of sources, including VaccineFinder, to show users where they can find a local COVID-19 vaccination site. Pharmacies who are designated as a COVID-19 vaccine provider will have an update at the top of their listing added automatically by Google indicating that they provide the vaccine. This update is sourced by Google from third-party sources and cannot be added manually at this time.

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.

Apple Maps

Apple Maps Displays COVID-19 Vaccination Sites in Partnership with VaccineFinder

Last updated: March 24, 2021

In partnership with VaccineFinder, Apple Maps will show users where they can find a COVID-19 vaccination site near them. Users can search within Apple Maps to find vaccine providers or ask Siri, “Where can I get a COVID vaccination?” To appear on Apple Maps as a vaccine provider, pharmacies should make sure to regularly update their information with VaccineFinder.

Need additional support?

Please contact us and one of our representatives will reach out to you with more information on how we can help you through these challenging times.