Make Us visible were commissioned to create an online pharmacy marketing strategy for a pharmaceutical start-up, Simply Meds Online. The company founders had a number of online e-commerce stores, and wanted to expand their portfolio with this new pharmacy business.
Make Us Visible were asked initially to undertake market research to establish how fast we could take the brand from inception to fruition using a variety of business advertising techniques. Our initial research revolved around Google Adwords, and estimating a number of visits we could gain for the site, an anticipated cost per click, and a realistic cost per acquisition.
At the start of the project we setup shared spreadsheets, detailing each product, the cost price, and the proposed sale price. We were able to give the client some estimates and time-scales based on these figures.
Prior to launch we created a campaign structure that would mirror the categorisation of the website as closely as possible. As the business was selling pharmasutical products, there are strict guidelines to follow in terms of how products can be advertised. We worked closely within the governing body’s’ guidelines, to ensure that all regulations were being adhered to. We also ensured that the site gained a certification exception from Google to allow advertising of their products.
We also produced the text for each and every product, and category on the site. This text was positioned with SEO in mind, to ensure that the site gained as much organic traffic as possible from day 1. We also setup conversion tracking on the site, and registered with Google My Business & Analytics, so that spend could be accurately tracked against performance, and we could adjust the online marketing strategy accordingly.
Within the first couple of months we were able to achieve conversion rates of up to 12%, and a sub 50% bounce rate.
After the initial launch month we were able to make significant changes to the campaign in order to reduce the cost per click, and improve the campaign in general. This was achieved by on-site changes to text and images, adjusting ad-text, using time of day bid adjustments, demographic targeting, detailed keyword research, and adjusting budgets towards better performing keywords.
Most importantly after month 1, the client was seeing a return, which by far outweighed their monthly spend.
As selling prescription medication online presents significant hoops to jump through, we have built up a wealth of knowledge about the industry in a relatively short space of time. For example, advertising laws govern that you cannot mention specific drug names, within advertising text. You cannot show drug names or product images on the page your are landing the customer on….which are all industry unique challenges we have overcome.
In this industry more than most, it is vital to have a database of relevant keywords, which you know convert well. By the end of month three, we had established trends, and knew exactly which keywords would generate sales, which would not, and which we could focus the budget towards.