CASE STUDY
Pharmacy
The process
When this pharmacy chain realized that they were missing out on valuable organic online visibility, they came to PinMeTo for a solution to their multi-location marketing and local SEO needs.
The first step the pharmacy took toward boosting its online visibility was to integrate all of its locations into the PinMeTo platform. PinMeTo’s Customer Success Team ensured all the location information was correct on the largest networks such as Facebook, Foursquare, Google, Here, and Apple Maps.
Through PinMeTo’s partnerships and relationships with key directories, PinMeTo was able to identify and remove duplicates and inaccuracies, then add correct new listings with accurate and up-to-date business information.
The pharmacy chain could now maintain the online presence for all their stores from one place – making it easier to provide the accurate, complete data required for increased local SEO.
.png?width=600&height=371&name=chart+(2).png)
The results The pharmacy chain completed its onboarding to PinMeTo in the midst of the pandemic.
Because pharmacies were categorized as essential businesses, they had been open throughout the pandemic, and they were vital parts of local communities. When people needed masks or other medical supplies, they needed to find a pharmacy – and they would search for it online.
The graphs below track the Google results for the pharmacy chain’s 80 locations across Poland, from June 2020 until April 2021.
Both the Discovery and Maps Google search types show high local intent: the people searching were looking to find a pharmacy near them, and they were likely to visit soon after searching.
The increase in their results appearances from using PinMeTo meant that more customers were seeing this pharmacy chain’s stores when they were searching for pharmacies near them – resulting in more store visitors.
The pharmacy chain also saw an increase in visibility when people were searching for them directly:
.png?width=600&height=371&name=chart+(1).png)
Beyond the numbers
Managing listings has additional benefits beyond what will necessarily appear in the numbers above.
This is where location marketing strategy comes in. First and foremost, brands need to make sure their listings are completely filled out. If the pharmacy chain has a location whose Google My Business listing is lacking opening hours, for example, then a potential visitor might not feel secure in visiting that location, for fear it could be closed.
Reviews, photos, and ratings also play an important role in establishing trust and encouraging people to visit locations.
With PinMeTo’s location marketing toolkit, brands with multiple locations have a centralized hub for managing their listings, communicating with their visitors, and improving their brand reputation.