Social media is for sure useful for pharmacies. It helps them in many ways. First of all, pharmacies can show their patients through social media what makes their pharmacies special. They can demonstrate their credibility and proficiency. They can also offer health tips to show patients that they care about them. Engaging with patients is also very important in social media, like you said, its a form of B2C. Social media is a smart and inexpensive way to build brand awareness and loyalty.