How Local Social Media Advertising helped Price Pharmacy reach the right patients at the right time
By Good Neighbor Pharmacy
For Jeff Moore, owner of Price Pharmacy in China Grove, North Carolina, that challenge became an opportunity with support from the Local Social Media Advertising solution from Good Neighbor Pharmacy and the guidance of Local Marketing Advisor, Gary Drummond.
In partnership with SOCi, Good Neighbor Pharmacy launched a series of local social media advertising pilots to test whether scalable, localized ads could help independent pharmacies reach more patients in their communities. The pilots validated paid local advertising as an effective complement to organic social posting and laid the foundation for a new local advertising solution tailored specifically for independent pharmacies.
For Price Pharmacy, the results were clear.
Working with Moore, Drummond helped align the pharmacy’s business goals with a targeted campaign strategy. “As a local marketing advisor, we assist and coach customers in marketing strategy,” said Drummond. “We help identify a goal - what are we trying to accomplish, what problems do we need to solve, and how do we convey that to consumers to drive patients into the pharmacy.”
The problem: A visibility gap, not a service gap
Like many independent pharmacies, Price Pharmacy offered personalized care and trusted community service but needed stronger visibility online to attract new patients. Moore’s primary goal was simple: capture new patients and increase awareness in his local market.
That goal matched a broader issue Good Neighbor Pharmacy sees across independent pharmacy. Patients often search online first, especially during high-intent moments like seasonal illness, new prescriptions, or benefit plan changes. If a pharmacy is not visible in those moments, it may be overlooked.
Drummond recognized that challenge immediately and worked with Moore to turn it into a focused opportunity.
The solution: Hyper-local social advertising powered by SOCi
After identifying Price Pharmacy’s goal, Drummond recommended enrolling the pharmacy in the local social advertising campaign for capturing new patients. The campaign was designed to deliver localized Facebook ads to consumers in the pharmacy’s surrounding community, extending the pharmacy’s reach beyond its existing audience.
“Customers can opt in to Facebook ads that put their pharmacy in front of patients in their community who may not already know about the services they offer,” said Drummond
That local relevance mattered. Rather than relying only on organic posts, the campaign used paid social advertising to place tailored messaging in front of people most likely to engage. The ads were built to help independent pharmacies appear in the digital spaces where patients are already spending time and making decisions.
For Moore, the process was simple. Drummond guided him through identifying the right campaign, connecting it to his business objectives, and understanding how success would be measured. “Jeff’s goal was to capture new patients, ”Drummond explained. “As I worked with Jeff to identify that goal, we aligned it with the Capturing New Patients social campaign.” Once Jeff enrolled, the campaign was fully implemented and monitored through SOCi, saving Jeff valuable time and resources.
The Outcome
The campaign quickly showed impact.
According to Drummond, Price Pharmacy’s local social ad reached more than 8,700 people, generated 10,000 views, and delivered 156 engagements through likes, clicks, shares, and comments. For a rural market on the outskirts of Charlotte, those numbers represented significant local reach and strong audience response.
“What was so fun to hear about this is that Jeff gave me a call mid-May and said, ‘Hey, Gary, this ad is working,’” Drummond said. “He told me he had people come into the pharmacy saying they saw the ad, and he was getting notifications that people were commenting on it and sharing it.”
"The Good Neighbor Pharmacy marketing team has helped us get involved with targeting new patient marketing and helping me improve my business presence online with the Local Social Media Advertising solution. This solution has been extremely valuable to my business."
Jeff Moore, Owner, Price Pharmacy, China Grove, NC
That feedback was just as meaningful as the metrics. It showed the campaign was doing exactly what it was designed to do: create visibility, spark local engagement, and drive patients into the store. “When I hear those kinds of things, I’m thinking that is how we define success,” Drummond said.
“When a pharmacy owners know they’re getting new patients in the door from one of our local social advertising campaigns, we know that the solution is working.”
Gary Drummond, Local Marketing Advisor, Good Neighbor Pharmacy
The campaign also demonstrated the affordability and scalability of the solution. Compared with more traditional advertising methods, local social media ads offered an efficient way to reach a highly relevant audience. As Drummond put it, “The main takeaway here is paid social drives traffic.”
Building on success
The strong performance of the campaign gave Moore confidence to continue investing in the solution. He has since signed up for all remaining 2026 campaigns, including cold and flu, capturing new patients, spring allergies, and Medicare Part D.
That continued participation reflects more than satisfaction with one campaign. It signals trust in a solution that helps independent pharmacies stay visible during key health moments throughout the year.
For Good Neighbor Pharmacy, success at Price Pharmacy reinforces that scalable local advertising works. Paid social can strengthen a pharmacy’s digital presence, complement organic activity, and help owners reach patients when and where it matters most.
For Drummond, the outcome is ultimately about helping independent pharmacies tell their story more effectively in their own communities.
“We want to make sure our customers are being found,” he said. “In this case, social helped create the visibility that brought new patients through the door.”
