When you’re selling items that have a direct effect on people’s health, trust is one of the most important things you can build with your audience if you want to succeed. It’s also one of the hardest things to achieve, and the easiest to lose.
If you’re launching an online pharmacy or you’ve been running your store for a while now but want to put more focus on building trust, this article is for you. We’re sharing the four steps to take to help you earn trust with your customers—and keep it.
1. Show Your Licensing Upfront
The first thing customers are going to want to see is that your business is legit. This is pretty much a given when you’re running a professional brick-and-mortar store, but it can be harder to demonstrate when your pharmacy is solely online.
If your regulatory approvals and pharmacy license aren’t already on your homepage and checkout pages, include them as soon as you can—you can see a great example of this on the www.hightownpharmacy.co.uk homepage. Don’t hide this info in your footer or FAQs, as you may lose customers without this information being readily available.
2. Use Real Pharmacists and Show Their Credentials
If you have licensed pharmacists helping you run your site, make them known with short bios (including their credentials) on a dedicated “about” page, preferably with photos.
If you want to really set your business apart as the most trustworthy, consider having a live chat window where customers can talk to a real pharmacist before they place an order. Users will feel more secure on your site when they know they’re buying from a legit site with a staff of real pharmacists.
3. Be Clear About Where Your Medication Comes From
A lot of customers are brand-loyal when it comes to their medication, while some will be happy to go with a generic option to save a bit of money. But regardless of their preferences, they all want to know who manufactures the medication.
That means you need to name the source in the product description (including whether it’s sourced from an approved wholesaler) and say where it ships from. This step will prevent your customers from having doubts that cause them to abandon their carts.
4. Collect and Publish Verified Reviews
You might think that filling your site with generic 5-star ratings is the way to build trust, but actually, this will make your customers suspicious—no business gets a clean sheet of perfect reviews, and you don’t want to seem like you’re hiding the more critical feedback.
With that in mind, you want to publish (and give customers the opportunity to leave) good and bad feedback, on your site and in other locations, like Trustpilot and Google Reviews. Make sure to respond directly to concerns to show you’re handling the negative feedback well and taking action to resolve issues where necessary.
Takeaway
You don’t need to be a big name already to build trust in your online pharmacy. Consistency and transparency are much more important.
Start with those, and you’ll soon build the kind of brand people come back to—because they don’t have to second-guess what they’re getting.
Tags: Online PharmacyOnline Pharmacy Brand
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