360 Degree Marketing Plan & it’s Benefits for Pharmaceutical Company

Digital Marketing Case Study

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About the Company

The Homoeopathy company was established in the year 1962 with the aim of bringing healthcare closer to conventional medicine by focusing on extensive research and innovation. They aim to be recognized as a global leader in providing accurate and scientific solutions to deliver life-changing wellness measures without side-effects.

The Case

The primary objective for the company was to generate traffic to the site, bring potential leads and spread awareness about the brand through digital media.

The Problem

12 months back, when 3EA Ltd. (back then it was 3rd Eye Advisory Ltd) joined hands with the pharmaceutical company as their Business Consultant, the biggest challenge was to bring the pharmaceutical company up to top positions from nowhere in Google search, bring conversions through multi-channel marketing within a defined budget in the competitive domain of pharmaceuticals, and bring real traffic that could convert.

Problem Identification

The first action plan was to do an in-depth analysis of the website’s and social media handles’ current performance and drawbacks, define the user persona and targets, and analyse the competitor’s landscape and devise the marketing approach.

The site was low on traffic, not ranking for any of the productive keywords, and hence conversions were very low. Also, the presence on social media platforms was quite low, with fewer than 500 followers, and that too, only on Facebook. The company had no corporate presence on any other social media platforms.

The Strategic Solution offered by 3EA

Content & User Experience, Multi-channel Marketing

The site had an immediate need to change the entire UI, optimization, the right keyword targets, quality content, conversion-friendly landing pages, and a planned marketing strategy.

Site User Interface

The existing UI was neither user-friendly nor mobile-friendly. Being an e-commerce portal, its user interface was redesigned after understanding the competition and requirements of its users. It was given a more authentic touch, keeping in line with its brand positioning strategy of living our lives without any side effects.

Site Optimization & Content Marketing

We selected productive keywords for the site and optimised it for users, considering the latest search engine algorithms. In this process, we restructured the site to improve the user experience, optimised the content, added more information, and published user-centric, interesting content to bring new visitors, engage them, and convert them.

SEO

We also optimized the site for SEO, since it had a lot of scope for driving traffic through search. We shortlisted a number of keywords that were relevant to the pharmaceutical industry and devised the content for the website around them. Those keywords were embedded in the website as part of on-page SEO. We also pitched the medical articles to relevant media and combined these PR efforts with some blogger outreach.

Social Media

In order to develop a 360-degree brand communication strategy, the marketing strategy was devised not just for Facebook, but also for YouTube, LinkedIn, and Twitter. Since our end objective was to increase engagement and generate enquires, we came up with a unique campaign strategy to engage the viewers by linking ongoing social topics and news with its positioning strategy and presenting it to the viewers in a comic format. Thereby increasing the user engagement and conversions.

Paid & Social

Along with strategic organic search marketing, we also executed a few paid campaigns. Since the marketing budget was tight, we had to be selective and object-oriented. Thus, we focused on the prime objective of generating queries and ran campaigns for Google display ads and call-to-action ads. Therefore, they are directing all the queries to the new website or to their in-house CRM team.

Landing Page Optimization

Since the ultimate goal was to generate genuine leads, the immediate step we took was to optimise the site for conversions. That included redesigning the site’s primary pages, building smart landing pages for paid campaigns, optimising the order process, and protecting the website with SSL.

Results

From less than 100 visits per month the Website Traffic improved to 24,000 Visitors per month and 924 Leads, just from website landing page

With integrated marketing efforts, continual analysis & smart budget allocation among them, the ROI increased drastically.

Amazing improvement statistics were recorded in the last 12 months of digital marketing campaign:

  • Total traffic went up drastically by 24,242% with 72% improvement in worldwide website ranking, thus showcasing improved user experience.
  • Earlier there was no mechanism to generate and manage leads. Whereas now, within six months we were able to garner 924 leads.
  • Covering the social media platforms, as of date the number of followers/subscribers has increased by 525% with Total Reach of 64,37,810, in the past 12 months.

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