COVID-19 Marketing Resources and Updates
Let your patients know you have free N95 masks available at your pharmacy
Good Neighbor Pharmacy members can access branded social media graphics on Brand Central Station and SOCi in the “Coronavirus” library. All other participants can download non-branded social media graphics here.
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.
Customize your MyGNP.com local page with COVID-19 vaccine details
Make sure your patients are aware of your COVID-19 vaccine offering by updating your MyGNP.com local page with custom text, a link to your scheduler, a link to your waitlist, and more. Fill out the MyGNP.com Local Page Customization Form now. (Username: mygnplocalpage, password: customizemylocalpage)
COVID-19 vaccine print and digital marketing materials
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.
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.
Learn how to update your Facebook business security settings and use Facebook’s moderation tools to block profanity and unwanted keywords, turn off reviews and messages, and more.
Digital marketing platform policy updates
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.
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 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.