Digital marketing plan for MAGIC8 PHARMACY

https://www.facebook.com/magic8pharmacy/
Delivering Convenience in Tarlac City
DIGITAL MARKETING PLAN
SMOOTH OPERATORS
BELMONTE │BONIFACIO
PASCUAL │ TYSMANS

1. About Magic8 Pharmacy
2. 11-Step Marketing Plan
3. Digital Tools/ Marketing Campaign
used
a) Facebook
b) Word press
c) 7 digital Assets
4. Insights
5. Concepts
6. Social Media Marketing Takeaways
OUTLINE

• Est. June 22, 2020 by a business
partnership among 8 doctors
holding clinic at CLDH Medical Arts
Building
• Located at Romulo Blvd, San
Vicente, Tarlac City right across the
entrance of CLDH MAB
• Offers medicine, medical supplies,
convenience items
ABOUT

• Purchase options include in store, pick up, and
free delivery service within Tarlac City
• Offers cheaper pricing scheme than the leading
drugstore chain
• offers value added services
• computer database of customers’ basic
information for faster transactions on succeeding
purchases
ABOUT

 Owners’ patients
 Senior Citizens
 Female > Male
 With co-morbid conditions
 Class B and C
 Values convenience, savings,
quality and safety
1.CUSTOMER
PROFILE

NANAY is an elderly.
 Has co-morbid conditions with sensory impairments
 Prefers to go home immediately after check up
 Leading drug store is one ride away from CLDH MAB
with longer queue
 Smaller drug stores nearby CLDH are more expensive
with incomplete medications
 No free delivery
2. PROBLEM/PAIN

NANAY
 Finds it tedious to buy medicines
 Is afraid of missing her medications if unable
to purchase on time.
 Wishes to have a medicine delivery service
2. PROBLEM/PAIN

3. PRESENT SOLUTIONS
Do nothing.
Endure long lines
at the leading drug
store and spend
more for fare.
Ask children to buy
her medicines when
they go home from
work.
Buy from smaller
drugstores nearby
CLDH but more
expensive

4. UNIQUE SELLING PROPOSITION
(USP)
Avoid long queues
Faster in store or
pick up purchase
Save time
Free Delivery
Minimize Covid 19
exposure risk
Save Money
No need to bother
relatives
Computerized
database

Magic8 Pharmacy guarantees convenience,
accessibility, affordability, and safety.
It offers value added services like
 medication reconciliation
 verification with doctors
 assistance on use of medical devices
 reinforcement of medication instructions
4. UNIQUE SELLING
PROPOSITION (USP)

5. COMPETITIVE POSITIONING MAP
DELIVERY
NO DELIVERY
LOW PRICE HIGH PRICE

COMPETITIVE POSITIONING MAP:
BENEFITS
PROVIDES CONVENIENCE…
Mercury Magic8 Med Express
PARITY
Variety of products
Caters to senior citizens
DIFFERENTIATION
Delivery
Affordability
Accessibility
Safety

• Total population Tarlac City 385,398
• X 7.6% of senior population = 29,290.248
• X 40% middle class = 11,716 (target population)
• X 20% target market share =2343 customers
• X 2100 pesos (average magic 8 transaction)
• = P4,920,300 (target company sales monthly)
6. PESO MARKET SIZE

 Delivers within 30 minutes
 Text or call mobile number or Facebook
messenger
 Uses customer database for easy ordering
 Flyers
 Facebook page
7. PRODUCT AND MARKET
STRATEGY

8. PRICE STRATEGY
MERCURY MAGIC 8 MED XPRESS
LOSARTAN (KENZAR)
50MG
16.50 16 16.50
AMLODIPINE (PROVASC)
5MG
13.75 13.25 13.75
MULTIVITAMINS
(ULTIMA)
12.25 11.75 12.25
ENPLUS GOLD 900G 1650 1600 1,650
NEUROAID WHOLESALE ONLY 240 244.5
IGCO 85 80 85

 No need to go to physical store, free
delivery within Tarlac city
 Accessible physical store, with faster
transactions
9. PLACE STRATEGY

 Facebook page
 Messenger chat
 Viber
 SMS
10. PROMO STRATEGY

 Magic8 Pharmacy is a NICHE player
 It targets owners’ patients but walk in customers are
welcome
 It’s main competitive advantage is free delivery
within Tarlac City within 30 minutes plus other value
added services like affordability, convenience,
accessibility, safety, and customer care.
11. PANALO WINNING STRATEGY

1. Profile: owners’ patients
2. Problem or Pain? Accessibility of medications after
check up
3. Present: Buy at leading drugstore one ride away
4. Proposition or USP Unique Selling Proposition free
delivery, pick up or fast in store purchase a few
steps away CLDH MAB
5. Positioning Map? (Parity and Differentiation)
SUMMARY OF 11 P’S

6. Peso Market Size P4,920,300 (target company sales monthly)
7. Product accessible medicines, medical supplies,
convenience items
8. Price 5-10% lower than leading drugstore chain
9. Promo Facebook page; Wordpress
10. Place Magic8 Pharmacy across CLDH MAB OPD
11. Panalo Winning Strategy focusing on owners’ patients
SUMMARY OF 11 P’S

DIGITAL MARKETING
USING FACEBOOK AS A
MARKETING TOOL

ORIGINAL MAGIC 8 FACEBOOK PAGE
Magic 8 Pharmacy had a Facebook page, where basic
information about the pharmacy with few ad postings.
However, the page was not maximized in reaching out to its
potential market.

Challenge
How Magic 8 can:
1. Reach more customers
2. Expandtheir market
3. Increase revenue

DIGITAL TOOL: FACEBOOK PAGE
• The Brand awareness objective
was utilize to effectively reach
their target market.
• A digital improvement by
changing original logos and ads
• Purpose:
• improve site
• grow customer base
• track the performance easily.

FACEBOOK
INFORMATION

facebook AD boosting
To reach the exact target
audience by age,
interest, behavior and
location. Boosting of
magic 8 video and ads
through Facebook was a
strategy to keep their
audience engaged.

ACTIVE
FACEBOOK AD
POSTING
• Visual content created for magic
8 was more likely to be shared
and remembered than the
original written content.
• Facebook ads were made to
target a group in Facebook that
shared similar characteristics.

DIGITAL MARKETING
USING WORDPRESS AS A
MARKETING TOOL

DIGITAL TOOL USED:
WORDPRESS
Over 75 million websites run on
Wordpress. This website was use
to house the magic 8 pharmacy
logo because it is the most
influential website builders in the
world use today.
Not only this but is is a extremely
powerful digital marketing tool.

Wordpress: BLOGS
Installation of a web design was
chosen to leave a first and the
last impression on the target
audience minds.
Creation of quality, informative
and engaging content of blogs
were made for target audience.
Market blog post on linked
social media platforms

Wordpress: PRODUCTS
Products that were showcased, was the main purpose of the website
to inform visitors.

Wordpress: about us
• Wordpress is a great
strategy to promote magic
8 pharmacy presence
online to a large
population on their
baseline target market.
• This method promotes
content as well as external
links to more site which
could improve ranking on
search engines.

FACEBOOK INSIGHTS
During the months
digital campaign of
magic 8 pharmacy in
Facebook.
• it has reached 7,940
unique target
audience.
• It has a reached a
number of 24% of
people who viewed
specific ad content

FACEBOOK INSIGHTS
• During the one month
campaign we have seen 2
boosted content that has
topped the campaign.
• A digital flyer which reached
6.2k targeted audience with
an engagement of 531 likes
• A short video commercial
with 1.4k reach and with an
engagement of 59 likes

FACEBOOK INSIGHTS
• The number of unique
people/target market
that have seen the posts
are minimal compared to
the boosted ad.
• This as well as the
engagement of the
unboosted ads is a
measure that content
must be boosted to reach
the unique target
population.

FACEBOOK INSIGHTS
Minimal reach and engagement of
unboosted post.
• The low reach means content, product
and the business name are not getting
into peoples news feeds.
• Impressions are minimal telling us that
content must be catchy and interesting
or because of the limited time of
campaign shows such results.
• Improvement on engagement by
connecting to the target audience must
be done to increase appearance on
users news feed.

FACEBOOK INSIGHTS
The results of the main target audience in the campaign would be 35 to 45 year old females who
most likely would be interested in the products.
This will help administrators focus on their marketing efforts on this people who most likely be
interested. The pharmacy must reach this population with their marketing message.

FACEBOOK INSIGHTS
The boosted ad has reached 61.5% of the Tarlac
population. Main area where Magic 8 is located.

7 DIGITAL ASSETS

• Digital marketing represents a
whole new world of
opportunity.
• In an age of digital convenience
and digital communication,
digital marketing is a must and a
necessary tool to grow one's
business.
CONCEPTS

TRADITIONAL TO DIGITAL
PLATFORMS
TRADITIONAL FLYERS DIGITAL FLYERS

DRIVING AWARENESS TO ADVOCACY
 NEW CUSTOMER PATHS
Social Media Marketing
• Facebook
• Search Engine Optimization
• Paid marketing
 Magic 8 Pharmacy
• developing digital marketing strategies to
standout from the crowd
• meaningfully connect with customers in a few
critical touchpoints.
 Driving AWARENESS to ADVOCACY

The content marketing improvement
in the existing social media pages and
post aims to entice and build curiosity
of what the pharmacy can offer
CONTENT MARKETING IMPROVEMENT

 A customized platform website includes:
 information rich product / pages
description
 customized design
 engaging ad campaigns
 intuitive and convenient
categorization
 navigation around the virtual shop
CONTENT MARKETING IMPROVEMENT

SOCIAL MEDIA MARKETING
TAKEAWAYS
 Combination of OFFLINE and ONLINE marketing.
 Schedule digital content relevant to PTM
 Digital assets linked
 Content can be consumed whenever andwherever
 Brand Recall

Delivering Convenience in Tarlac City
DIGITAL MARKETING PLAN
SMOOTH OPERATORS
BELMONTE │BONIFACIO │PASCUAL │ TYSMANS

Digital marketing plan for MAGIC8 PHARMACY

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