This document shows a complete Digital Marketing Strategy prepared for business Tarnea. A business works for bringing 'Pharmacy Stores' online in India. It starts with how to optimize a Wordpress website like tarnea.com, strategy for how content in the form of blogs & videos should be written, what should be the 'keyword strategy'. It goes on to explain how 'Organic & Paid' SERP ranking should be increased. How their customers (pharmacy store owners) can be easily reached through Facebook & YouTube. We have even covered, what certifications should be required for advertising online pharmacy stores as on Dec 2022, (or their customer's websites) online. And our add-on for increasing overall business with our Digital Marketing.

1. DIGITAL MARKETING
STRATEGY FOR TARNEA
BY: SHAILENDRA SINGH BAIS
1

2. WEBSITE OPTIMIZATION
STRATEGIES
Website speed is a ranking factor measured with 3 metrices
– LCP, FID & CLS. Using combination of these WordPress
free plugins we can attain a score around 90.
WP DB-Manager, Hummingbird – Optimize Speed,
Enable Cache, Minify CSS & Defer Critical JS, Image
optimization & Lazy Load by Optimole, Debloat – Remove
Unused CSS, Optimize JS, OMGF - GDPR Compliant, Faster
Google Fonts. Easy. & SuperPage Cache for Cloudflare.
2
PageSpeed
Insights Score
(MOBILE)

3. CONTENT STRATEGY
• According to a study by Harmony Healthcare IT, almost one in four millennials
prefer to check their symptoms online before they go to doctor.
• We can rank our keywords with Blogs, related to various diseases, home remedies,
online pharmacy’s OTC products & ways to increase online pharmacy’s profits.
• Adding links to main website & build an email list, to attract those readers who, in
turn, can become subscribers & our potential customers.
• Example: EMEdStore: A Blog by Pharma IT professionals (not only specialize in
technology and marketing expertise but also in distribution and retail).
Action: We can create a Blog in a subdirectory or subdomain of the website.
3

4. CONTENT STRATEGY
• Check out this whopping stats on ‘State of Video Marketing Report’ by Hubspot.
• Any piece of information that is useful & related to your product offering can attract
those “experts” who search online before going to the doctors. We can create videos
about:
 How to prepare for Insulin infusions.
 How to bandage an arm.
 How to prepare a first aid kit.
 Best way to apply firming cream.
Action: Using the above videos as In-feed video ads (used for brand awareness) & re-
target users with Google Search & Display Campaigns.
4

5. KEYWORD STRATEGY
• Companies which start any new type of business see profits a bit late & they are
bound to spend a large amount on Brand Awareness for a longer period.
• Google Trends doesn’t show any type of search intent of users to bring their
pharmacies online – India. We need to concentrate on Brand Awareness through
blogging & videos.
• Though, I have got some Keyword Suggestions got from Google Auto-Complete.
• Bringing pharmacies online India, Make a pharmacy website, online pharmacy
India, Online medical store, Medical shop, Online medical delivery app, Online
medicine home delivery.
Action: After few keywords start to get search volume, one can use this Keyword
Suggestions & run Keyword Research.
5

6. SERP RANKING (ORGANIC & PAID)
• Do On-Page - Check URL Structure, Meta Data, Header Tags, ALT Tags on
Website.
• Do internal linking of Blog Posts & hide/unhide content asserts using Robots.txt
file.
• Address Crawling & Indexing issues in Google Search Console. Submit Sitemap.
• I suggest adding FAQ/Q&A – Schema Data Code generated by
‘TechnicalSEO.com’. This helps the site to get featured in rich snippet in Search
Engine Result Page (SERP).
• Do link building campaigns on websites such as Pinterest, Quora, Slideshare, etc.
• PAID: Ad Rank = CPC Bid * Quality Score. Quality Sore again depends on three
factors – Relevance (22%) + User Experience (39%) + Expected CTR (39%).
6

7. TARGETING PHARMA RETAILERS (FACEBOOK)
We can target Pharma Retailers by understanding specific characteristics/interests of people who are
most likely to buy our product. Since Facebook is world’s largest Social Network, such interests surely
might be having a ‘page’ on Facebook, thus we can target:
• People reading Pharma Magazines, Pharma Industry Publications & Pharma Journals.
• T.V. Shows/Web series that are famous among doctors. Hobby – Fitness & Lifestyle.
• People following Top Pharma Companies, Top Pharma Collages. Pharma license issuing body –
Pharma Council of India.
• Motivations – Famous people like say, Kiran Mazumdaar Shaw, Dilip Shangvi, Namita Thapar, etc.
• Apps: Pharmarack, Zennx, Sehat Saathi & Dukaan.
• Narrowing all above targeting with Pharmacy.
7

8. TARGETING PHARMA RETAILERS (YOUTUBE)
YouTube targeting is divided into two, People & Content:
• Demographics: Only Males, Above 30, Parental Status - all, Household income – all.
• Audience Segments: Starting a business or recently started,
• Keywords: Bringing pharmacies online India, Make a pharmacy website, online
pharmacy India, Online medical store, Medical shop online, Online medical delivery
app, Online medicine home delivery, Sun Pharma, Cipla, Biocon, Himalaya & Serum
Institute.
• Topics: Pharmacy, Education level - up to Degree, Industry - Healthcare.
• Placements: Targeting videos of Online Pharmacies in India, Channels like Sun
Pharma & Biocon Limited.
Note: Targeting a whole channel is costlier affair then targeting YouTube video.
8

9. META CAMPAIGNS FOR PHARMA RETAILERS
• As per recent updated Facebook regulations, online pharmacies should be
verified by Facebook in order to run ads (both boosting as post or
through Ads Manager).
• Both online & offline pharmacies must get written permission from
Facebook to sponsor posts relating to pharmaceutical medicines &
healthcare services.
• One should have permission to sponsor Ads for prescription delivery &
collection services.
• Firstly, we should obtain LegitScript Certificate & then submit the
Certificate URL in Prescription Drug Advertiser Application form for
review by Meta.
9

10. TO ADD ON
• There is no uniform branding on website. Logo is different colour
than website’s theme.
• We need to do some story telling. Build an attractive character on
Social Media. Like founders of Practo & Dukaan.
• We should build a landing page to run ads which gives 99% uptime.
There are Landing Page Builder Tools like Convertkit, Unbounce,
Instapage, etc.
• Set auto-reply SMS to person who submits form using SMS tool &
Zapier.
• We can give Free-Trial as a Lead Magnet via a Landing Page.
10

11. TO ADD ON
• We can build a WhatsApp Chatbot & direct users to a Landing Page.
• Our Value Proposition – “Bringing Pharmacies Online” doesn’t
appear in above the fold of the website. It just says, “Online in 5 Min
!!”.
• We can send a welcome kit to pharma retailers by post, which
includes a printed guide to better marketing of Pharmacies.
• We can send a SMS to new customers with link to a Blog post
explaining better marketing of Pharmacies.
11

12. 12
Thank
You