Services

What was once a high street service has quickly become one of the UK's fastest-growing online markets. From virtual consultations and prescription services to weight loss medication and nationwide delivery, pharmacies are no longer competing with the one down the road - they're competing with businesses across the country.

That opportunity is exciting, but it also brings a new set of challenges.

How do you stand out in such a competitive market? Which marketing channels actually drive results? And with AI changing the way people search, what should pharmacies be focusing on next?

In the latest episode of Marketing vs The World, Abbie speaks with Matt Pyke, Founder of Fly High Media, to unpack what it really takes to build visibility in one of the UK's most competitive search landscapes.

Keep reading for some of our highlights from the conversation, or listen to the full conversation below.

Listen on Apple | Listen on Spotify

From local pharmacy to national brand

The conversation begins with something many marketers have noticed over the past couple of years - the rapid rise of online pharmacies.

Traditional pharmacies have always been a familiar part of our local communities, but consumer expectations have changed. People now expect convenience. They want online consultations, quick delivery, expert advice and the ability to access healthcare from home.

Matt explains that the shift has been driven by several factors, including the NHS moving more services towards pharmacies, alongside the explosion in demand for treatments like Mounjaro and Wegovy.

"The industry keeps growing and it's going to continue to keep growing for the foreseeable future."

It's no longer enough to simply have a physical location. The pharmacies seeing the biggest growth are the ones investing in their online presence and making it as easy as possible for customers to access their services.

As Abbie points out during the discussion, moving online opens up an entirely new audience. Instead of serving one local community, pharmacies suddenly have the opportunity to reach customers nationwide.

Want to hear Matt explain this in more detail?

Listen on Apple | Listen on Spotify

Visibility comes at a cost - but so does standing still

One of the first questions Abbie asks is the one many pharmacy owners are probably already thinking.

How much does it actually cost to get found online? Matt's answer is refreshingly honest.

Building visibility in the pharmaceutical industry isn't cheap.

Paid advertising is highly competitive, SEO takes time to gain momentum, and earning trust requires consistent investment. If you're hoping to launch an online pharmacy with a tiny budget and see immediate results, you'll likely be disappointed.

"SEO takes quite a long time. It requires time, patience and financial budget."

That doesn't mean success is out of reach. Quite the opposite.

Matt explains that the businesses seeing the strongest long-term growth are the ones that understand marketing isn't about chasing quick wins. It's about building momentum.

His recommendation?

Use PPC to generate those first customers while simultaneously investing in SEO. Paid search brings immediate visibility, while organic search lays the foundations for sustainable growth over the months and years ahead.

He also shares an impressive example of a pharmacy growing from around £40,000 a month in revenue to between £400,000 and £500,000 a month after investing in a long-term SEO and PPC strategy. It's proof that patience can pay off when the foundations are right.

Want to hear Matt explain this in more detail?

Listen on Apple | Listen on Spotify

Trust isn't just important. It's everything.

One theme runs through almost every part of this episode.

Trust.

Healthcare is one of Google's most heavily scrutinised industries, and rightly so. People are making decisions that affect their health, so search engines expect a much higher standard of content, credibility and expertise.

Matt talks about the importance of complying with industry regulations while still producing content that's genuinely useful for customers. That means working with qualified pharmacists, having content reviewed properly and making expertise visible across your website.

But trust goes far beyond what's written on the page.

Reviews, media coverage, expert commentary and positive brand mentions all contribute to how both search engines and customers perceive your business.

One point we particularly agreed on was the growing importance of Digital PR.

Strong media coverage doesn't just help build backlinks. It reinforces authority, increases brand awareness and creates the kinds of trust signals that search engines increasingly rely on.

As Matt puts it:

"The internet's full of clutter and noise. As much off-page positive trust signals talking well about your brand, the better."

It's another reminder that modern SEO isn't just about optimising webpages. It's about building a brand people recognise and trust.

Listen on Apple | Listen on Spotify

It's not about choosing one marketing channel. It's about making them work together.

One thing that stood out throughout the conversation was that there isn't a single silver bullet for growing an online pharmacy.

SEO alone won't do it. But neither will PPC or social media or Digital PR.

Instead, Matt explains how the most successful pharmacy brands build a marketing strategy where each channel supports the next.

Paid search is there to capture immediate demand and bring those all-important first customers through the door. At the same time, SEO is quietly building long-term visibility, helping reduce reliance on paid advertising over time.

"PPC captures the demand... meanwhile, starting SEO at the same time sets your foundations 12 months down the line."

But that's only the beginning.

Social media plays a vital role in remarketing, keeping your brand front of mind once someone has visited your website. Digital PR strengthens your authority through expert commentary and trusted media coverage, while email marketing helps turn first-time buyers into loyal customers.

It's a simple framework, but an effective one.

Acquire customers. Retain customers. Turn them into advocates.

Matt also highlights something many brands overlook - community.

Whether it's Facebook Groups, Reddit discussions or referral schemes, customers are far more likely to trust recommendations from people who've already been there. By actively taking part in those conversations (rather than simply broadcasting marketing messages), pharmacy brands can build both visibility and credibility.

It's a strategy that extends far beyond healthcare. Whatever industry you're in, the brands that continue to grow are the ones thinking beyond clicks and focusing on long-term relationships.

Want to hear Matt explain this in more detail?

Listen on Apple | Listen on Spotify

Content still wins - but only if it's genuinely useful

No marketing conversation would be complete without talking about content.

And thankfully, Matt shares a view we're fully on board with at Monday Clicks.

Publishing more content doesn't automatically mean better results. Publishing better content does.

Rather than chasing arbitrary publishing targets or writing thousands of words for the sake of it, Matt encourages businesses to focus on answering the questions customers are actually asking.

"You don't need to cover things to word counts for the sake of it. You cover the topic until you've covered the topic."

It's advice that's easy to overlook.

Many pharmacy websites fall into the trap of producing generic "What is..." articles that say exactly the same as everyone else's.

Instead, Matt suggests creating content that genuinely helps people make decisions. Think treatment comparisons, expert advice and original research.

Not only does this make content more useful for customers, but it also gives search engines a much stronger reason to rank your pages.

He also touches on another opportunity many brands miss - creating original statistics and research that journalists and other websites naturally want to reference. It's a clever way of earning authoritative backlinks while building your reputation as an expert in the industry.

Ultimately, good content isn't about filling a blog with keywords. It's about becoming the website people actually want to visit when they have a question.

Listen on Apple | Listen on Spotify

Great websites build trust before they ask for the sale

It's easy to focus on rankings and traffic, but Matt makes a really important point throughout the episode - getting someone to your website is only half the battle.

The real challenge is convincing them you're the right choice.

For online pharmacies, trust isn't just a nice-to-have. It's essential.

Customers are making decisions about their health, often with businesses they've never used before. If your website feels outdated, lacks credibility or doesn't clearly demonstrate expertise, people simply won't convert.

Matt explains that many pharmacy websites still read more like information leaflets than websites built for real users. While compliance is non-negotiable, there's still plenty of room to create content that's clear, helpful and genuinely customer-focused.

That means showcasing what makes your pharmacy different, making your expertise visible and giving visitors confidence from the moment they land on your site.

He also highlights the importance of demonstrating real experience through pharmacist biographies, qualifications, professional registrations and transparent author information - all of which help strengthen Google's EEAT signals while reassuring potential customers.

As Matt puts it, you need to write for users first, while making sure your content remains compliant.

Listen on Apple | Listen on Spotify

Reviews and social proof matter more than ever

Trust doesn't stop with your own website. People want reassurance from other people.

Whether it's Trustpilot, Reddit, Facebook Groups, TikTok or Google Reviews, today's buyers do their homework before making a purchase.

Matt explains that review platforms have become one of the strongest trust signals for pharmacy brands, particularly those operating nationally rather than serving one local community.

Verified reviews don't just help customers feel more confident. They can also improve conversion rates when displayed throughout your website, particularly on product and category pages.

"People can leave their true thoughts... you can get verified buyers... that's really valuable."

The conversation also turns to online communities.

Rather than treating platforms like Reddit and Facebook as places to simply advertise, Matt encourages brands to become active participants. Answer questions, provide expert advice and genuinely help people.

Those conversations build something that's becoming increasingly valuable in search. Brand reputation.

Listen on Apple | Listen on Spotify

Social media should support your search strategy

One of the things we loved about this discussion was that Matt doesn't see social media as something separate from SEO.

Instead, the two should work together.

While social platforms may not directly improve rankings, they help reinforce trust, increase brand awareness and keep your business front of mind long after someone leaves your website.

For pharmacy brands, that could mean sharing educational content, customer success stories, helpful health advice or user-generated content that demonstrates real experiences.

Matt points out that authentic customer stories are becoming increasingly powerful, particularly as platforms like TikTok continue to grow. Seeing someone document their own journey naturally builds confidence in a way traditional advertising often can't.

Equally important is simply staying active.

If someone clicks through to your social channels and sees you haven't posted for months, it immediately raises questions. Regular content, positive customer feedback and educational posts all help reassure potential customers that your business is active, credible and trustworthy.

It's another reminder that modern search isn't confined to Google… People discover brands everywhere. Then they research them everywhere too.

Listen on Apple | Listen on Spotify

What does AI mean for pharmacy marketing?

No modern marketing conversation would be complete without mentioning AI, and Abbie finishes by asking the question many marketers are already thinking.

How is AI changing search for pharmacy brands?

Matt's answer is reassuring… Rather than replacing good marketing, AI is simply raising the bar.

With more AI-generated content appearing online than ever before, businesses need to work even harder to demonstrate real expertise, original thinking and genuine experience.

That means creating research nobody else has published. Sharing insights that only qualified experts can provide. Building a strong off-page presence. And structuring your website so AI search engines can easily understand your content.

In other words, the fundamentals still matter. They just matter even more.

One quote perfectly sums up Matt's view on where search is heading:

"AI won't replace pharmacy SEO, but it'll replace average pharmacies that don't really do it properly."

It's a brilliant reminder that AI isn't replacing expertise. It's rewarding it.

Want to hear Matt explain this in more detail?

Listen on Apple | Listen on Spotify

Key takeaways from the episode

If there's one thing this conversation makes clear, it's that success in the pharmaceutical industry doesn't come from chasing shortcuts. The brands seeing the biggest growth are the ones investing in the long game.

Here's what Matt believes every pharmacy should focus on:

Invest in SEO and PPC together. Paid search delivers immediate visibility, while SEO builds long-term, sustainable growth.
Build trust at every touchpoint. From expert-written content and pharmacist profiles to reviews and Digital PR, credibility matters.
Create genuinely useful content. Answer real customer questions, publish original insights and focus on quality over quantity.
Don't neglect retention. Email marketing, social media and community engagement all play an important role in keeping customers coming back.
Embrace AI, but don't rely on it. AI can speed up workflows, but original expertise, research and human insight are what will help your brand stand out.

Whether you're launching a brand-new online pharmacy or looking to grow an established business, one thing is clear: search is becoming more competitive, customer expectations are rising and trust has never been more important.

Listen on Apple | Listen on Spotify

Listen to the full conversation

There's only so much we can squeeze into one blog.

If you'd like to hear the full conversation between Abbie Dando and Matt Pyke, including practical advice, real-world examples and a quick-fire round covering PPC, SEO, AI and the biggest mistakes pharmacy brands make, you can listen to the full episode below.

Listen on Apple | Listen on Spotify

If you're enjoying the series, don't forget to subscribe to Marketing vs The World. Every episode brings together marketing leaders, founders and industry experts to share honest conversations, practical advice and the lessons they've learned along the way.