Important Alert:
We live in times where everything we need on a day-to-day basis can easily be accessible via our devices, whether it is groceries, electronics, or even services. The pharmaceutical industry too has an online version, known as ePharmacies or online pharmacies.
In recent years, the online pharmacy industry has rapidly transformed how people access medicines and healthcare products, both globally and in India, and rightfully so because they offer convenience, affordability, and a much wider reach than traditional ‘chemist shops’.
As the healthcare sector continues to grow digitally, a Digital Marketing Agency for Healthcare Industry can play a pivotal role in driving brand awareness for online pharmacies.
The past couple of years have seen significant growth in the global online pharmacy industry, with countries like the U.S., U.K., Germany, and China at the centre of its growth. The primary pull for a consumer appears to be the convenience of ordering medicines online, coupled with fast delivery services.
According to Grand View Research. (2023). online pharmacy Market Size Report, 2024-2030, in 2023, the global online pharmacy market size was estimated to be worth over $70 billion, and it is expected to grow at an even faster rate over the next few years such as the rise in chronic diseases, ageing populations, and the need for accessible health care contribute to this trend.
This exponential growth in the pharmaceutical industry will have a significant impact on the Indian market as well.
After the pandemic, India, with its vast population and growing digital infrastructure, has emerged as a key player in the online pharmacy industry. The Indian online pharmacy industry has seen tremendous growth as more people turn to online solutions for their healthcare needs.
Also, the rise of digital health trends is a major factor that has led to an increase in the demand for online pharmacies. As more people use smartphones and the internet for their healthcare needs, they are turning to digital platforms for everything—from booking doctor appointments to ordering medicines. Understandably the online pharmacy search trends too have seen a significant rise.
An online pharmacy is a digital platform where customers can purchase prescription medications, over-the-counter drugs, and other healthcare products online using their phones, laptops and other such devices.
While traditional pharmacies have been the go-to source for medicines for decades, they often come with limitations. Unlike traditional pharmacies, online pharmacies allow customers to order medicines from the comfort of their homes, compare prices, and even access discounts or subscription models for regular medication needs.
The Indian online pharmacy market has seen exponential growth in the past year itself. This growth is driven by increased internet penetration, digital health adoption, and consumer preference for convenience.
An average Indian consumer relies on a simple Google search for their day-to-day queries, and therefore people must run queries on medical essentials as well. They search for medicines, compare & contemplate their options, and make their decisions accordingly – which is why a clear understanding of search behaviour is necessary for a strong path to better digital marketing.
In 2024, key trends in the online pharmacy market are being shaped by the rapid expansion of the pharma e-commerce industry and the growing demand for digital healthcare solutions. Online pharmacies have seen steady growth, driven by factors like increased internet penetration, convenience, and customer preferences for contactless services.
The market has also experienced a rise in medicine-related queries, such as searches for medicine benefits and side effects, indicating that consumers are becoming more informed and cautious about their healthcare choices.
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One typical Indian consumer search behaviour is the search for brand versus non-brand medications online. As seen in the table below, the Indian consumer searches are predominantly for non-brands instead of brands.
This is clearly reflecting the Indian consumer’s focus on affordability and availability rather than specific brands or brand loyalty. This trend highlights the dominant role of generic medicines and competitive pricing in shaping consumer behaviour in the online pharmacy industry in India. Therefore, online pharmacy platforms also need to prioritise non-branded searches, optimising for broader terms that capture a larger audience.
Leading competitors in the space include well-known names like Apollo Pharmacy, 1mg, Medplus, and Pharmeasy, which dominate search volumes. Additionally, major urban centres such as Delhi, Mumbai, and Bengaluru are at the forefront of online pharmacy searches, reflecting the growing demand for online pharmaceutical services in these metropolitan areas.
To effectively dominate search engine results pages (SERPs) in the online pharmacy industry, brands should adopt a comprehensive SEO strategy. Some key elements include:
By implementing these simple strategies, online pharmacy brands can significantly enhance their online presence and customer reach.
If we dive into understanding the users who are frequently accessing and using these online pharmacies, we see some notable trends, particularly distinguishing urban and rural preferences.
Urban consumers often exhibit higher adoption rates of online pharmacy services, driven by better internet connectivity and access to digital healthcare solutions. Meanwhile, rural consumers are gradually embracing these services, though at a slower pace due to infrastructural challenges
Similarly, the age bracket of the consumers also comes into play. For instance millennials and Gen Z are emerging as key segments in the online pharmacy market as they are more accustomed to digital interactions and prefer online healthcare services
Gender-based understanding can also throw light on the type of users of the online pharmacy industry. Women, particularly from the younger age groups, show a significant increase in interest in health and personal care products, highlighting the gender-based nuances in consumer behaviour within the online pharmacy landscape
India’s online pharmacy market, the leading competitors and their respective market shares are as shown in the diagram below.
As competition intensifies in the industry, brands like Tata 1mg are gaining ground while others, including Netmeds, are experiencing decreased visibility in search volumes. Established players like Netmeds has faced challenges in maintaining visibility, primarily due to increased competition and shifts in consumer preferences towards more established brands like Tata 1mg and Apollo Pharmacy.
In FY 2023-24, non-brand queries in the online pharmacy market saw a significant growth, reflecting a notable shift in consumer behaviour. This change indicates a move away from specific brand searches towards more generic inquiries.
Common non-brand keywords include phrases like “medicine uses,” “side effects,” and “medicine prices.” Such keywords illustrate how consumers are increasingly seeking information about products rather than specific brands, highlighting the importance of educational content in effective digital marketing strategies.
Search engines definitely play a crucial role in this shift by providing consumers with valuable information about various medicine options and healthcare products, enhancing their understanding and confidence in making informed decisions.
Analysing city-wise search volumes reveals that Delhi leads the market with a 25.31% share, followed by Bengaluru and Hyderabad.
Additionally, emerging cities like Lucknow and Jaipur are emerging as the fastest-growing markets. These trends underscore the importance of local marketing strategies tailored to specific urban areas to effectively reach potential customers.
Despite its growth, the online pharmacy industry faces several challenges.
Regulatory issues remain a significant concern, particularly regarding compliance with pharmacy laws and the risks associated with counterfeit medicines. The quality assurance of products sold online is another critical issue.
Furthermore, competition is intensifying between established pharmacy chains and new digital players, creating a dynamic and competitive landscape
Looking ahead, the online pharmacy market is forecasted to experience substantial growth over the next five years, driven by advancements in AI-powered solutions and the expansion of telemedicine.
Local campaigns and partnerships will be vital for brands aiming to enhance their reach and effectiveness in specific regions, adapting to the diverse needs of consumers across different demographics
In summary, the online pharmacy industry is witnessing transformative changes driven by evolving consumer behaviour and technological advancements. The growth of non-brand queries, coupled with city-specific search trends, presents unique opportunities for digital marketing strategies. By focusing on SEO and regional outreach, online pharmacies can position themselves for continued growth and success in the digital healthcare landscape
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