Healthcare Products Ecommerce - Digital Marketing Plan

1. (E-commerce based Healthcare products
business)

2. Strategic Goal: To become a top of the mind
health supplement brand and cater to the
health supplement needs of a complete
family.
Timeline based Goals:
 Spur Sales during the introductory period
 Create Name and Brand Awareness
 Repeat business
 Reputation

3. Health Conscious:
Athletes, Sportsman,
Working professionals
Body Image conscious:
Models, Body builders
Nutritional deficient:
Expecting women, Children
& Elderly people

4. •Want to be healthy
& fit
•Seek confidence in
strength
Health
Conscious
•Want to look
better, slim,
muscular
•Seek pleasure &
confidence in look
Body Image
Conscious
•Feel week &
stressed
•Want to be strong,
stress-free
Nutrition
deficient

5.  General Practitioners
 Pharmacists
 Specialists (Cardiologist)
 Hospital Purchasing Units
 Paramedics
 Distributors (Business Partners)
 Government Bodies
 Patients
 Patients Caregivers (Spouse, Parents)
 Medical Journals
 Journalists

6. Digital marketing in healthcare happens in the context of
the marketing mix, so it's important to analyze the
product strategy and how digital tactics can contribute to
that.
For example: A product that is well known and prescribed
by the doctors, you may have a growth strategy that will
add direct-to-patient communications to the mix
In case of a product that is not so popular or in
introductory phase, there is a good opportunity to
communicate with doctors through digital means (e-mail
marketing, for example).

7.  1 of 20 searches are related to healthcare (Google)
 Offline shoppers hunt for review online before purchase
 77% of health related searches start at a major search engine
like Google or Bing
 More than 70% of patients choose a product based on online
reviews
 80% of prospective patients have clicked on sponsored links
or paid ads when looking for health related information
(Survey)

8. Consumer performs a search on Google to a question they
have about joint pain/arthritis
Consumer finds your blog post “5 Ways to Get Instant
Relief from Joint Point/Arthritis” and reads it.
From blog, you encourage consumer to click a link that
redirect consumer to the relevant product page
Consumer buy your product or leaves the website.
If consumer leaves the website, you make him/her
interested through effective remarketing/display
campaign with offer

10.  eCommerce Website
 Online Marketplaces
 Search – Paid + Organic
 E-Mail Marketing
 Display Advertising
 Social Media
 Content Marketing
 Communities/forums

11. Keyword Research
Research keywords to find the ones that patients, physicians and healthcare
professionals might be using to search for specific products
Choose a relevant keyword for each of your website’s pages
Technical SEO:
IP
Domain hosting
Website Speed
Responsive
On-Page SEO:
Meta details
Keyword optimization
Navigation &
Breadcrumbs
SEO friendly URLs
Sitemaps
Off-Page:
Link building
Community building
Public forums/PR

12. Awareness
• Finding the relevant
health/lifestyle
related sites on
display network to
place banner ads on
Direct Response
• Search – Category
based search ads on
Google
• Display – Product
offers based ad
images
• Gmail –
content/topic based
text ads
• Keywords – Branded
& Generic
Remarketing
• Making people
interested who
already visited your
website but did not
convert via
discount/offer based
remarketing
campaign

13. Launching a digital campaign that identifies new
opportunities in SEO and Pay-Per-Click:
 Search engine optimisation to improve the health
product presence in major search engines
including Google, Yahoo, Bing etc.
 Starting series of Pay-Per-Click campaigns for the
health product that provides the maximum rate of
return.

14.  Brand presence on all major social channels –
Facebook, Twitter, LinkedIn, Youtube etc.
 Understanding the consumer needs and pain
points, create content that answers their questions
and address those pain points.
 Need to find an appealing angle why people should
buy your supplements
 Focusing on customer acquisition and engagement
 Deals and offers based sponsored posts for
customer acquisition
 Sharing stories related to improvement in
consumer health using the supplements
 Handling customer queries & complaints promptly
in right manner

15.  Need to work with wide range of affiliates &
publishers – Media, shopping comparison, coupon
sites, social media, health/lifestayle eMagazines,
email affiliates
 Will be a CPL(Cost-per-lead) Program, commission
based
 Proper tracking through analytics to identify the
most effective channels & focus on them to
increase sale

16.  Placing the website at the heart of the mix
 Blog to educate the people & spread awareness
 Should be entirely responsive/Mobile-friendly
 Website must look authentic & must be easy to
navigate
 Including doctor’s/expert reviews on product page,
if possible
 Certifications & approvals on product page as well
as site-wide
 Personalization is the key

17.  Brand building of your own eCommerce website is
likely to take time, in initial phase it is important to
utilize online marketplaces to reach your target
audiences
 Maintaining good relationship with account
manager of each online marketplace website
 Facilitating free delivery & COD options
 Managing some initial good reviews for your
products as reviews influence the purchasing
behaviour
 Develop an effective pricing strategy for online
marketplaces & your own eCommerce store

18. Abhishek Tripathi
(Google Certified Digital Communication
Specialist)
Email: atripathi251@gmail.com
Phone: +91 – 9958110229