AUGUST,Edition # 31, 2001

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Pharmacies are beginning to become aware of the marketing opportunities that exist on the internet.
While some internet ventures, such as e-commerce dispensaries are proving controversial, there are many opportunites for marketing non-ethical products on the internet.
You may not even need to take your business that far.
Most pharmacies should consider at least putting a 'business card' on the internet, and securing a domain name (e.g smithspharmacy.com.au) to give them a starting platform for the future.
Even if you weren't ready to take a leap into e-commerce, you could advertise services such as your baby clinic, vitamin club or similar on your internet site. Simple software is available from most computer retailers to design your basic webpage.
As mentioned previously, the ComputaChem newsletter is constructed using DreamWeaver. The editor reports that this is very simple to use, and he has had few problems with it.
In my workplace we maintain our web-based work with Microsoft FrontPage which many of you may have already as part of the Microsoft Office package.
It offers the advantage of being integrated with Word and Excel.
As I've said before, if you can use a word processor you can use a webpage editor. The basic layout is the same, and the editors have extra features to enable you to add counters, animated images and other dynamic content.
A simple website could just contain your pharmacy's name, address and contact details, with a few pictures and a description of your services.
You should include an email link to enable web users to contact you on the spot. This means that you will need to check that email address link regularly.
Your internet service provider (ISP) should be able to provide you with the help you need to get your site hosted on the internet.
It is best to avoid the "free" webspace providers that abound on the internet as they will fill your site with their advertising.
Your ISP will be able to arrange web-hosting on one of their servers, or your own dedicated server. It might cost a few hundred dollars a year to set up and maintain a simple website for your business without going into the world of e-commerce.
Once you have your website running there are some simple ways to test if it is being effective in bringing business to your pharmacy.
Start advertising the website in your normal print and electronic media advertising, offer discount vouchers on your website for people to print out and bring into your store, but don't advertise this fact. This will help to indicate if it has been a successful venture for you.
You may even find it an easy way to advertise some of your specials, and make them "exclusive" to people who view your internet site.
While this enterprise may reduce your margins in the short term, word of mouth tends to spread quickly regarding anything on the internet, and the desired effect would be an increased throughput of customers chasing your specials, to offset the reduced markup.
You might find this an interesting step on the path to internet commerce, without needing to set up an online shop, or push ethical lines via the internet.
Ends

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