Digital Marketing for Online Pharmacy in India – Strategies to Scale Customer Acquisition
September 26, 2023
Summary: Digital marketing for online medical stores is a fraught business – there are a barrage of regulations that forbid direct promotions of pharma products. The only conduit to reach pharma customers in the digital landscape is organic search. Here are some relevant strategies
As per a report of Report Linker, the online pharma market in India is poised to reach $2.35 billion by the end of 2023 with a market share of 7.08% CAGR. The surge in growth has been skewed by several factors like internet penetration, improvement in logistics, infectious diseases, aging population, purchasing power, and more. However, the single biggest differentiator driving competition is convenience. More than 5 Lakh patients now prefer to search ailments online and order medicines through online medical stores/ websites.
The Flip Side…
Online Pharma is governed by the laws of physical pharma stores. It is a highly regulated industry where compliance failures can lead to heavy penalties for promoting products. Therefore, digital marketing for Online Medical Stores in India should be approached with caution. Online medical stores need to employ the right mix of search engine marketing strategies that can connect them with the search queries being run by the target audience.
Roadblocks that Only Specialized Digital Marketing Services for Online Medical Store Can Solve
Every aspect of Pharma from drug discovery, manufacturing, and promotion to the final step of distribution is highly regulated. Pharma patients are the same as any other customer in a different industry. They first search the information for their remedies and make a decision after reading about it online. However, most online stores don’t have the content architecture to address the needs of their patients and create the right experiences.
Search Marketing is a Surefire Digital Marketing Strategy for Online Medical Stores to Acquire Customers
Digital marketing for online pharmacy must begin with a strong understanding of search trends. Online Pharmacy Marketers should know:
- What patients are searching?
- And how exactly can their search queries be addressed?
Content that accurately addresses the information needs of patients ranks higher on those search queries. However, structured content marketing doesn’t operate in isolation. It’s part of a holistic strategy that embraces user experience, engagement, and continuous improvement. It’s about resonating with the audience’s needs while evolving to meet their changing expectations. Here are some ways to improve the search marketing expertise for online medical stores:
Generate Well-Structured Content: Creating well-structured content goes beyond just arranging words on a page. It’s about making the website content easily digestible and navigable for both users and search engines. One way to achieve this is by utilizing semantic HTML markup. Not only does it improve accessibility, but it also helps search engines understand the context and relationships between different pieces of content on a web page.
Additional Read: 12 Latest Semantic Markup Tips
Moreover, with the advent of technologies like BERT (Bidirectional Encoder Representations from Transformers), Google has become better at comprehending natural language and understanding user intent. This means that the content should focus on addressing user queries in a conversational tone, rather than simply stuffing keywords. BERT also emphasizes the importance of long-tail keywords and phrases that reflect the way people naturally speak or type their queries.
Factor Search Marketing Trends in the Content: Staying updated with search marketing trends is crucial for maintaining a competitive edge. Voice search, for instance, has gained significant traction with the proliferation of smart speakers and voice assistants. The content should be optimized for voice search queries, which tend to be more question-based and informal.
Another emerging trend in marketing is visual search. Visual appealing platforms like Pinterest and Google Lens allow users to search via visuals or images.
Download this Industry-First Search Trends Report from Healthcare Sector Published by Techmagnate
Aligning content with product priorities is also crucial. This involves understanding the search intent of users at different stages of the buyer’s journey. For instance, users in the awareness stage might be searching for informational content, while those in the consideration stage might be looking for comparisons or reviews. As they move towards the decision stage, they might be searching for product-specific information or pricing details.
Sales and Marketing Alignment: The synergy between sales and marketing functions emerges as another pivotal factor. This synchronization ensures that the content produced aligns with the actual needs and requirements of potential customers.
Effective sales and marketing alignment involves open communication and shared insights. Collaborative efforts enable the marketing team to create content that addresses real-world objections faced by the sales team.
Furthermore, the utilization of shared metrics contributes to a unified understanding of success. Metrics such as lead quality, conversion rates, and customer retention can be jointly monitored to assess the impact of combined efforts. This data-driven approach enables continuous refinement of the search marketing strategy for the targeted market of online pharmacy.
Additional Read: What is KPI in Digital Marketing, and Why is it Important?
The alignment between sales and marketing also thrives on the feedback loop. Regular communication and debriefing sessions between the two departments provide valuable insights that refine content strategy. Marketing gains a better understanding of customer preferences and objections, while sales gains insights into which messaging resonates most effectively.
In the face of the global pandemic, a Leading Hospitals Chain emerged as a trailblazer in leveraging search trends to create awareness about the vaccine. By combining timely information, educational content, and strategic marketing techniques, The Hospital Chain managed to significantly boost the vaccine sales and contribute to the nationwide vaccination effort.
The Hospitals Chain established a dedicated vaccine information portal on its website, which acted as a reliable source for the latest vaccine developments, its eligibility criteria, efficacy, and safety measures. This portal became a go-to resource for individuals seeking trustworthy information, positioning the Hospital as a knowledgeable authority. Although the organization was against some big names in the industry, with the right search strategy they were able to increase 81.95% in organic leads over a period of 12 months. Read the full success story
Digital marketing for online pharmacy comes with its own set of challenges. As per a report of National Library of Medicine, there are around 250 startups operating as online pharmacies. However, success will come to those who have a strong search marketing or organic SEO strategy.
Effective strategies to scale customer acquisition encompasses more than just optimizing keywords; they involve creating content that not only resonates with the target audience but also addresses their health-related concerns in a responsible manner. This requires striking a balance between promoting products and ensuring accurate and trustworthy information dissemination.
The right partner of digital marketing services for online medical stores can simplify this part. The healthcare digital marketing services provider can create the content architecture that accurately addresses the search queries being run by prospects and drive customer acquisition.
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