Adam Martin, PharmD

In our profession, the reality of competition has come to a level that is truly remarkable, in which having a doctorate of pharmacy is a foot in the door rather than an end goal.

This is not to discount anyone without a PharmD, such as pharmacy students who are working to become the future of the profession, or the outstanding pharmacists who have been serving with a BPharm.

However, having a PharmD, which is a doctorate-level degree, will not suffice when it comes to standing out as the go-to expert of your niche.

Having a PharmD is an exceptional accomplishment, but it’s what you do with it that will empower you to dominate your career. By using your expertise to reach a level of mastery, you can use it to create content of value to help those with a similar interest. This concept of creating a persona of expertise is the foundation for developing a personal brand, and the way to advance your career with your brand is to use social media.

It is important to reference back to your institution or employer’s rules when it comes to social media, specifically keeping the Oath of a Pharmacist in mind when establishing your brand.

Social media goes hand-in-hand with this commitment to allow you to fulfill your duty for 3 main reasons:

The future of pharmacy is growing through millennials and gen-Z, who typically spend a significant number of hours on social media. Rather than fighting the rising tide, meet them where they are. By doing this, you’ll engage with them on a medium they are comfortable using, which will build trust, rapport, and allow you to effectively share your expertise in a way that is well received.

Staying relevant on social media is as crucial as keeping up with your pharmaceutical education. You need to stay current with your drug knowledge, guidelines, and policies—why should your communication skills be any different? Communication is the foundation for relaying all of those hours of continuing education to those you work with and serve, so staying up to date on the latest trends in social media is an essential role you must fill as a pharmacist.

Someone who is less qualified than you is dominating your niche because they are leveraging social media and you are not.

I share this to point out the reality of not just where pharmacy is headed, but where it is right now. Pharmacy is an ever-evolving profession, and staying aware of what is happening in the present will take your expertise to the next level.

I want to empower you to fulfill the Oath of a Pharmacist by becoming the go-to expert of your niche. I want to help you to script your brand, and in this series of articles devoted to social media, I am going to break it all down for you, step-by-step, so that you know:

The in’s and out’s of each social media platform

Create momentum in building the masterpiece of your career: your personal brand.

Although social media is a tool, it is important to highlight that it is not a replacement for real life. It is a tool that can be used as a bridge to form connections so that you have previous context to build from when you go to a pharmacy conference.

People feel more comfortable with those they know and trust, so if you have been fostering that through social media, your in-person first impression will be a slam dunk!

Here’s are some previously published and upcoming articles on social media planning for pharmacists:

Instagram: How a Pharmacist Can Make a Picture Worth >1,000 Connections

-LinkedIn: How to Leverage LinkedIn as a Pharmacist 

-YouTube: The Pharmacist Platform to Share Your Expertise

-Twitter: Creating Community & Conversation in Your Pharmacy Niche

-Facebook: The Dichotomy of Personal vs Professional in a Pharmacist’s Life

Creator www.ScriptYourBrand.com online course

https://www.pharmacist.com/oath-pharmacist

Articles

Having a PharmD is an exceptional accomplishment, but it’s what you do with it that will empower you to dominate your career.

How to Leverage Social Media to Build Your Personal Brand and Stand Out

If you’re a pharmacist not using Instagram, you may be missing out on one of the best social media platforms to grow your personal brand and, in turn, your pharmacy career. Pharmacists give many reasons for not using the app, but in this article I will address the most common reasons for avoiding Instagram, the reasons why it can be such an asset for your career development, and why pharmacists are actually perfectly positioned to be engaging on this social media platform.

Instagram may seem like it is just photos of food, models, and quotes, but it offers a unique opportunity to build your network and influence as a pharmacist. Specifically, Instagram is a place where you can share your story and invite potential followers to be a part of your community. Share your own personal story—not just any story.

That’s an important distinction, because although at first glance, every Instagram post may seem similar, there’s a secret to social media success. It may seem simple, but this secret is how I personally built @TheFitPharmacist Instagram account: You are not other people and other people are not you—and that is your superpower.

I realize Instagram may not be for everyone, but before you write it off I want to share the most common reasons people feel this way and offer some insight into why that may be robbing you of an opportunity to further your pharmacy career.

Many pharmacists ask why they would need to post photos, why they should join an app that seems to be full of photos of what people ate for lunch, and how they could possibly have the time. These are the most common reasons for why pharmacists avoid Instagram, but now that those cards are on the table, you can begin to explore the real hesitations.

In response to the first point, photos allow pharmacy professionals to quickly and simply get a point across. They say a picture is worth a thousand words, but for a pharmacist looking to further their career, it could be worth more than a thousand connections. Instagram is one tool you can use to grow your following and demonstrate your talent and expertise.

It’s true that a lot of posts look the same and, at times, Instagram seems to be a sea of catchy quotes and food portraits, but that creates an excellent opportunity for pharmacists to stand out. If everyone is posting the same thing, it gives an excellent advantage for you to be different—that is, to be your authentic self. Instagram may seem to be all the same, but that’s all the more reason that your unique skills have a space to shine.

Finally, in response to the third reason pharmacists give for avoiding Instagram, here’s the reality: some pharmacists will use it, some will not. However, if your goal is to further your career by expanding your network, Instagram can be an essential tool. Almost all pharmacy organizations, state associations, and schools of pharmacy are on Instagram. If they see you sharing quality content, you are now at the top of their mind—you are now known. Nurturing those online relationships can turn into keynote addresses, speaking workshops, and even international symposium opportunities. Consistently creating quality content can speak volumes for your professional endeavors.

Instagram builds your network in a way that capitalizes on some of the most essential strengths needed as a leader in the profession. If you consistently display these on Instagram, you can become known as the go-to expert of your niche. Some of these strengths include the following:

Trust is the foundation of every relationship, especially in pharmacy practice. Whether it is a pharmacy student with a mentor, a pharmacist with their staff, or patients with their pharmacist, trust is where it all begins. Those who are successful on Instagram have a bond of trust with their followers. Followers trust pharmacists to create quality content that is accurate, aligns with their brand, and is consistent in the message they are dispensing. With this, clarity is power—the trick is not to cast a net as big as possible to attract as many people as possible to your Instagram account. The way to gain followers is by being specific to your one thing&mdash;your personal brand. Trust is the foundation of everything, but clarity is just as important when building an Instagram following.

Innovation is what will set you apart in pharmacy and on Instagram. To create solutions to problems in pharmacy, you have to think outside the box. Just as the majority of content on Instagram seems to be the same thing, it’s the innovation that stands out. Adding your own twist, flare, or creative design when sharing a concept or thought is how to really shine and stand out on this platform.

Connection is a basic psychological need that all humans need. By being authentic on social media, others feel free to do the same.

Humanity is easy for pharmacists to lose sight of with our perfectionist tendencies…but it is exactly what can be found on Instagram. Sharing struggles, discussing tough lessons, or celebrating a friend or special moment in a raw, un-edited way shows people who is under the white coat.

Collaboration and teamwork are essential in pharmacies, and it is no different on Instagram. Think back to all the professors, mentors, and group work involved in becoming a pharmacist. The same comradery applies when growing your influence on Instagram.

To dive into specifics about analytics, strategies, and specific tactics would require much more than an article to cover all of the bases, but there are some of important concepts to begin exploring the platform, considering your own content, and getting your journey started.

Pick a theme: narrow the focus of the content to something clear and specific so that every post ties back to a purpose. A specific niche could be anything from oncologics to pediatric pharmacy to opioid management, but it should relate to your own interests and specialty.

Consistency is the key. Rather than focusing on how many posts per week, pick a realistic posting frequency that works in the long-term, even during busy periods. Building trust with followers involves consistency, so be sure to make a reasonable posting schedule.

Even with the tools provided here, Instagram may not be for everyone. There are several other social media platforms that can be beneficial to pharmacists, including Facebook, Twitter, and LinkedIn.

Instagram builds your network in a way that capitalizes on some of the most essential strengths needed as a leader in the profession.

Instagram: How a Pharmacist Can Make a Picture Worth More Than 1,000 Connections

Uncertainty breeds fear, and right now that seems to be spreading faster than the coronavirus disease 2019 (COVID-19). The reality is that many of our patients are scared, and they are coming to the pharmacy for answers.

If you are working the frontlines like I am, you are facing a tremendous responsibility as a health care provider. You are also facing a tremendous opportunity during this pandemic to be a source of hope for your patients.

With social distancing and even lockdowns, it can seem difficult to have any kind of a routine to ground yourself and ensure the source of patient care—you, the pharmacist&mdash;is being taken care of as well.

When it comes to proper procedures and best practices regarding the COVID-19 pandemic, always use the CDC as your go-to resource. When it comes to mental health and self-care, to stay strong throughout this challenging time, recommendations outlined below can serve pharmacists and pharmacy students well.

Here are 5 areas to double down through social distancing:

. Recognize the power of questions. The quality of questions you ask determine the quality of your life, even more during a crisis. Instead of asking “Why is this bad thing happening to me”, instead ask, “How could this situation be happening 

 me?” If you shift your focus to seeking solutions, that is exactly what you will find.

. Watch a movie you enjoy, or one that you have been wanting to watch for a while. The trick is to just watch the movie—not multitask and scroll through social media while the movie is playing in the background. By practicing being fully present in the moment of relaxation, you will be able to enjoy it and reap the benefits exponentially more. So enjoy your movie, and turn social distancing into social media distancing and ‘watch’ how more relaxed you become in that moment.

. We need to fuel our body and mind with the very best we can. This is an opportunity to try out new recipes and put our cooking and chemistry skills to work. Have fun with the extra time you have to get creative in the kitchen. This is an even bigger win if you have a spouse or children, as you can make this a bonding experience with quality time.

. Gyms are closed, but opportunity is open for business. Get creative, and focus on different goals such as mobility and trying different exercise techniques using what you have—time. Use that resource to increase your workout intensity by focusing on TUT: Time Under Tension. You can use light weights, or just your bodyweight, to get a really effective workout by increasing the time it takes for each movement. By slowing down your range of motion through the exercise, you will speed up your fitness gains in the comfort of your own home. Always consult your physician or trainer prior to starting any exercise program.

. Social distancing does not mean relational isolation. This pandemic is temporary, and we need to remember that. Use this time to reconnect with those you wish you could speak with more, via phone, Facetime, or online. Think of the last big holiday gathering when you spent time with your loved ones and make a list of those you cherish but do not get to see that frequently. Now is the time to reach out, because both you and those people have the time to reconnect.

There is a lot going on in the world right now that we cannot control, but we can control how we choose to respond. We must make sure that we are making taking care of ourselves a priority, because how we conduct ourselves really does have a ripple effect to our patients.

Our patients are watching us—they are listening to what we are saying, and this is a tremendous position of influence we are in as a profession.

, is a community pharmacist on the frontlines of the COVID-19 pandemic in Pittsburgh, PA. You can connect with him on Instagram @thefitpharmacist and listen to his weekly podcast, The Fit Pharmacist Healthcare Podcast, available on all podcast platforms.

With social distancing, it can seem difficult to have any kind of a routine to ground yourself and ensure you, the pharmacist, is being taken care of well. 

COVID-19: Dispensing Pharmacist Self-Care with Patient Care

While having more pharmacy tech hours and staff would be at the top of our wish lists this holiday season, I am not Harry Potter—my counting spatula is not a magic wand (although how awesome would that be?). If, however, you are looking for some of the most practical gift ideas for your favorite pharmacist, tech, or student, here are some of the best pharmacy gift ideas for 2019 that are sure to be Santa’s script for success:

Coffee has been defined as black gold, survival juice, and a pharmacist’s best friend. Why not give your favorite pharmacist what they’ve always wanted and help them live their nerd pride with this coffee mug, that’s actually a real glass beaker. Etched with the chemical structure of caffeine (the source of a pharmacist’s magical powers), and the true phrase “No coffee, No workee”: the perfect coffee mug for a pharmacist does exist

Truth be told, the time is always coffee o’clock in Club Pharmacy. Speaking of time…

This all-too-true pharmacy wall clock plays on the most common answers to this question we hear on a daily basis. Why give exact times when you can give ambiguous replies like "after I eat" and "anytime"? Time is the most valuable asset we have, so let's rock it in style.

What could a pharmacist want more than to dress in style? My motto as a pharmacist is if I have to dress up, I’m going to make it fun. This necktie by Ralph Marlin, available on Amazon, serves as a great conversation piece, too. Now, if you’re looking to go all-out with your dapper PharmD style, you’ll want to show it from head to toe with this next gem…

There’s nothing more fun than pharmacy socks. Talk about taking your style up a notch with these novelty crew socks by Oooh Yeah Socks. Again, if you have to dress up, make it fun—this will be sure to step up your pharmacy style.

This is straight up a practical gift for anyone who works at a pharmacy with a drive thru window. Instead of being chilled to the bone, wrap yourself like the gift you are with a warm scarf from Arctic Extreme.

Cut safety seals, remove cotton from medicine bottles, remove small parts, and cut tape with this multi-purpose pharmacy spatula from eMedDecor & More. Both the blade and multi-purpose tool are made of stainless steel, with the handle made of luxurious rosewood. This company will laser engrave the name or sentiment of your choice on the handle.  

Be the envy of your pharmacy friends when you dangle these gems from your lobes. These handmade, 3-dimensional pill bottle charm earrings from Ann Peden Jewelry are made of pewter and on sterling silver earwires, according to the jeweler's Etsy site. 

 Hire Alexa to manage your music and more so you can dance to the beat of your favorite tunes in Club Pharmacy or tune in to your favorite podcast on your days off. On that note, try 

—it brings the most inspiring pharmacists and students working to innovate the profession, and provides practical tips to empower you on all things related to pharmacy life. 

Again, going practical with compassion to the pharmacies with a drive thru in these winter months. Keep your hands protected while still allowing you to perform your pharmacy tasks with these warm, yet functional gloves.

The Jelly of the Month subscription might not have impressed Clark Griswold, but it's a classic workplace gift. We're sure there's a pharmacist on your list that would appreciate a 

-inspired classic jelly sampler for snacking on break.

Hopefully this list gives you some innovative ideas to step up your creativity for the favorite pharmacist, pharmacy technicians, and students in your life. Deck the halls with pharmacy cheer, my friends!

Jelly of the Month might not have impressed Clark Griswold, but we're sure there's a pharmacist on your gift list that would appreciate one of these items.