Essential
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8 min
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March 11, 2025
Mubarak Odeyemi
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Every day, potential customers search for a nearby pharmacy but often can't find you, either because you haven’t set up your online profile or your listing is outdated. While your competitors who have taken the time to update theirs are getting all the sales. This scenario is more common than you think.
But don’t worry, there’s a straightforward way to change this. Google My Business (GMB) is a free, powerful tool that puts your pharmacy on the map, literally. In this guide, you’ll learn how to optimise every detail, so you can stand out in local searches and make more money for your Pharmacy.
Before You Begin: What Do You Need to Know?
There are a few essential points and criteria to understand before you start setting up or updating your GMB profile:
Eligibility & Requirements
Business Verification: To manage your listing, you must be the owner or an authorised representative. So make sure you have the necessary documentation (e.g., business registration, pharmacy license) on hand in case Google requests proof during the verification process.
Physical Location: Google My Business works best for businesses with a physical location. If your pharmacy has a storefront or a dispensing area, you’re eligible. Even if you offer home delivery or online services, having a verified physical address already increases trust.
Accurate Information is Key
NAP Consistency: Your Name, Address, and Phone Number (NAP) must be consistent across all platforms. Inaccuracies can hurt your local Search Engine Optimisation (SEO) and confuse potential customers.
Up-to-Date Details: Double-check that your business hours, contact information, and services are current as this avoids frustrating customers who might visit only to find you closed or out of stock.
Local Regulations and Guidelines
Advertising Restrictions: In Nigeria, as in many regions, certain products—especially prescription drugs—cannot be advertised directly online. So ensure your profile remains compliant with NAFDAC and PCN regulations.
Privacy and Accuracy: When listing products and services, be sure not to make unsubstantiated claims. For example, avoid promotional language that might be seen as a guarantee for health improvements unless supported by official guidelines.
Optimising for Mobile
Mobile-Friendly Content: Most customers will view your GMB profile on a mobile device. Use clear, high-resolution images and short, concise text.
Quick Loading Times: Ensure any linked website or page is optimised for mobile viewing because when your website loads slowly, it can make you lose potential customers.
Integration with Other Digital Channels
WhatsApp & Social Media: Your GMB profile should complement your other digital efforts. For example, if you’re using WhatsApp for real-time communication, include your WhatsApp number or add a link to your WhatsApp profile in your GMB listing.
Consistent Branding: Use the same logo, colors, and messaging across all channels to build trust and recognition.
Once you have these basics in mind, you’re ready to set up or optimise your Google My Business profile. Now, let’s break it down step by step.
1. Claim and Verify Your Listing
Before you can optimise your GMB profile, you must first claim and verify your listing. This step gives you control over the information displayed about your pharmacy, and here's how to do that:
Visit Google My Business: Head over to Google My Business and sign in with your Google account or create one if needed. However, if you can't find your Pharmacy after searching, create a new business and follow the steps after.
Search for Your Pharmacy: Enter your pharmacy’s name and address. If the listing already exists, click “Claim this business.” If not, create a new listing.
Fill Out Basic Information: Provide your pharmacy’s official name, complete address, and local phone number.
Verify Your Listing
Choose a Verification Method: Google offers several verification methods, including:
Phone or Email: Verify via phone or email if you still have access to the phone number or email shown on the verification screen.
Postcard: In some cases, Google mails a postcard with a verification code to your business address.
Enter the Verification Code: Once you receive the code, sign in to your GMB dashboard and enter it to confirm your ownership.
Tip: Verification can take a few days if done by postcard. Plan ahead to ensure your profile is active as soon as possible.
2. Enter Accurate Business Information
Ensuring your business information is accurate and consistent is important for customer trust and making sure you show up on local searches.
Business Name & Address
Use Your Official Pharmacy Name: Always list your business under the official name. Avoid adding extra keywords that might confuse customers.
Complete and Accurate Address: Double-check your address so it appears correctly on Google Maps. Consistency is key, ensure your address matches what’s listed on your website and other directories.
Business Description
Write a well-detailed description to let customers learn more about your Pharmacy by adding a description to your profile.
Contact Information
Local Phone Number: Use a local number rather than a toll-free or international number.
Website URL: If you have a pharmacy website, include the URL. If not, consider creating a simple site or landing page to provide more information about your services. You can also add a link to your WhatsApp business account, pending the time you build your landing page.
Business Hours
Regular Hours: Clearly list your standard operating hours.
Special Hours: Update hours for holidays or special events. Customers rely on this information to plan visits.
Categories and Attributes
Primary Category: Choose “Pharmacy” as your main category.
Secondary Categories: Add any additional categories that apply, such as “Drugstore” or “Health & Wellness.”
Attributes: Update features like “Wheelchair accessible,” “In-store pickup available,” or “Online appointments available.”
Example:
If your pharmacy offers delivery, set the “Delivery” attribute. This can be a deciding factor for a customer searching for quick, hassle-free service.
3. Enhance Your Profile with Photos and Videos
Visuals play a significant role in building trust and engaging potential customers. A well-optimised GMB profile should include high-quality images and videos.
Upload High-Quality Photos
Exterior and Interior: Post clear images of your storefront and the interior of your pharmacy. This is where you want to show your counter, waiting area and some product displays.
Product Photos: Include images of your best-selling OTC products, wellness items, or any unique services you offer. Make sure the images are well-lit and professional.
Team Photos: A picture of your pharmacists and staff helps humanise your business. Customers feel more connected when they can see the faces behind the service.
Add Videos
Virtual Tour: Consider a short video tour of your pharmacy. A 30- to 60-second video that highlights the layout, product sections, and friendly staff can greatly enhance your profile.
Staff Introductions: A brief message from the lead pharmacist introducing your services or special offerings can also build trust.
Best Practice: Use a smartphone or a good-quality camera. Ensure the videos are short, clear and to the point. Here's more on guidelines for photos and videos for your business profile.
4. List Your Products and Services
Your GMB profile can serve as a mini digital storefront. Listing your products and services accurately helps customers know what you have in stock. Go to the "Updates" section to make a post to your Google Business Profile about announcements, offers, events, and products.
Cataloging Your Offerings
Focus on Key Products: Instead of listing every single item, curate a selection of your best-selling and most-requested products. This might include popular OTC medications, health supplements, skincare items or wellness services.
Use Clear Titles and Descriptions: For each product, add a clear title (e.g., “Immune Booster – 60 Capsules”), a brief description (e.g., “Supports your immune system during cold season”), and pricing if applicable.
Add High-Quality Images: Each product should have a clear image as it makes your catalog visually appealing and helps your potential customers come to a decision on time.
Updating Your Catalog
Remove Out-of-Stock Items: Keep your catalog current by removing items that are no longer available.
Add New Arrivals Quickly: When you stock a new product, add it to your catalog immediately so customers see the latest offerings.
Link to Your WhatsApp Catalog: If you have a WhatsApp Catalog set up, reference it on your GMB profile or include a link, so customers can access easily.
5. Manage Reviews and the Q&A Section
Customer reviews and questions are critical for local trust and SEO. Managing these actively shows you care about customer feedback.
Encouraging Reviews
Ask for Reviews: Politely request satisfied customers to leave a review on your GMB profile. Consider adding a small note on your receipts or at the checkout counter.
Make It Easy: Provide a short URL or QR code that directs customers to your review page.
Responding to Reviews
Acknowledge Positive Reviews: Thank customers for their positive feedback as this reinforces customer satisfaction.
Address Negative Reviews: Respond professionally to negative feedback. Apologise, explain any issues, and invite the customer to resolve the matter privately if needed.
Monitor the Q&A Section
Answer Frequently Asked Questions: Regularly review the Q&A section on your GMB profile. Provide clear, helpful answers to common questions about your services and products.
Update Information: If you notice recurring questions, consider adding the answer to your business description or a GMB post.
6. Make your posts regular
Google My Business allows you to create posts that can promote offers, announce events, or share health tips. These posts appear in your profile and can help boost engagement.
Creating Effective GMB Posts
Keep It Simple and Direct: Use clear, concise language. For example, “Today Only: 15% off all vitamins!” or “Free blood pressure screening this weekend.”
Visual Appeal: Include an image or video that reflects the content of the post. A bright, eye-catching photo can increase views.
Call-to-Action (CTA): End your post with a simple CTA like “Call now”, "Buy" or “Visit our pharmacy today.” This encourages immediate action.
Regular Updates: Aim to post 2–3 times per week. Regular posts help keep your profile fresh and signal to Google that your business is active.
7. Monitor Insights and Optimise Continuously
Google My Business provides valuable insights about how customers find and interact with your listing. Use these insights to refine your strategy.
Using GMB Insights
Views and Searches: See how many people are viewing your profile and how they find you (direct search vs. discovery).
Customer Actions: Track actions such as website clicks, phone calls, and requests for directions.
Optimise Based on Data: If you notice that certain posts get more engagement, consider replicating that style. Update any outdated information and refine your product listings based on what customers seem to favor.
Continuous Improvement
Set a Monthly Review: Schedule a time each month to review your GMB insights and update your profile accordingly.
Incorporate Customer Feedback: If multiple customers ask the same question or leave similar reviews, adjust your business description or product listings to address those concerns.
Stay Updated on GMB Features: Google frequently updates GMB. Keep an eye on new features or improvements that can enhance your profile further
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