Real Case: “How to overcome Google’s restrictions and attract 718,068 unique users to the online sale of prescription drugs.”

Our client – the personalized pharmacy center “Chemoteka” – introduced a new unique product to the Ukrainian market: personalized prescription manufacturing of medicinal drugs for patients suffering from oncopathology.

The uniqueness of the product lies in the fact that personalized manufacturing of prescription drugs allows them to be produced taking into account the patient’s biological characteristics and also reduce the final cost for the patient by 30% – 50%, which is very significant.

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Despite the obvious advantages of the product, its online promotion is associated with certain challenges:

  1. It is a new product that is unknown to the market, and demand for it has not been established.
  2. The product itself is pharmaceutical RX drugs (prescription drugs), the direct advertising of which has a number of restrictions and prohibitions.
Therefore, the main goal of internet marketing was to inform the target audience about the new offer and its advantages. At the same time, the reach of the target audience should be sufficient to achieve the sales plan.

Target Audience Modeling

marketing model Internet promotion of RX drugs

Implementation of Online Promotion Tools

Once the target audience was modeled, it was necessary to implement online communication tools with the target audience.

Website

Corporate website www.chemoteka.com.ua is the core of marketing communication with the target audience, which was developed under the guidance of the Hemateka brand’s marketing department and Marketing Director Alexey Dybanya.

    Website Information Options

  • Information about the essence and uniqueness of the product;
  • Information about the laboratory, advantages, certification, and equipment quality – trust triggers;
  • Information for each of the target audience groups and subgroups.

    Commercial Options

  • Online call request;
  • Order tracking capability.

To start promoting the client’s website, from the perspective of product presentation and web design, it was developed more than satisfactorily. Slightly ahead of myself, I will note that there were technical shortcomings and issues on the website that we later addressed in cooperation with developers for about six months.

Having a website alone is not enough for results, both in terms of sales and brand recognition. To achieve results, it is necessary to ensure the required website traffic.

How online sales work:

Out of 100 users who visit the website, usually only 1 to 5 people make a purchase, which is 1% – 5% (this is called conversion).
If our sales plan is 1000 units of the product per month, then with a 5% conversion rate, we need to ensure website traffic of 20,000 unique and, most importantly, targeted users per month.
Attracting targeted users to the website in modern times, when 700 new websites are published every second worldwide, is not easy.
Solving this requires a well-chosen strategy and quality use of digital tools.

SEO Promotion

To quickly start attracting an audience, it is necessary to work with existing demand, i.e., those customers who identify their own needs.

The most effective digital tool for working with existing demand is search engine optimization since a user who goes to a search engine already has a specific need and is trying to find a solution.

Despite the fact that the product of the “Chemoteka” brand was innovative, our team suggested promoting the website through searches for the names of RX drugs that “Chemoteka” personalized for patients but were previously sold in a ready-made form and in demand.

For example:

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“Chemoteka” offers personalized manufacturing of this drug, so if the target audience sees this offer when searching for this drug and considering all the advantages, they are likely to use it.

Mechanism:

  1. Online users search for the purchase of a specific prescription drug by its name through a search engine;
  2. In the search results, they see a link to the “Chemoteka” laboratory’s website;
  3. They visit the website and learn about the offer of personalized manufacturing of the required RX drug;
  4. If interested, they place an order on the website.

To implement this strategy, our company’s SEO specialists collected a semantic core (user search queries) with the names of relevant drugs, transactional (buy, order, price) queries, and geo-targeted queries (Kyiv, Cherkasy, Mykolaiv, etc.).

As a result of data collection, we discovered a fairly high demand and traffic growth potential from search engines.

In Ukraine, more than 99% of search traffic comes from the Google search engine. This traffic can be converted to the website through two methods:
Unfortunately, Google Ads has many restrictions on direct advertising of RX drugs (prescription drugs), making it very difficult to place ads.
Therefore, our team proposed attracting search engine traffic from Google through SEO promotion.

That is – getting the website to the top positions in Google’s organic search results for key terms. Organic search results do not have the same restrictions as direct advertising on the same platform.

SEO Activities:

  1. On-Page Optimization
  • Fixing technical errors and duplicate pages;
  • Adding new landing pages for search queries;
  • Working with meta tags;
  • Optimizing content for keywords and implementing LSI.
  • Off-Page Optimization
    • Placing links to the website on thematic and related thematic donor websites;
    • Crowd marketing: engaging in forums, placing anchor and non-anchor links on these online platforms;
    • Working with review websites.

    Results:

    This was the first stage of online promotion, so the results were measured from October 2018 to October 2019.

    Website Rankings for Keywords

    pozicii site Internet promotion of RX drugs

    Overall increase in website visibility in search by 367% in 12 months.

    Traffic (unique targeted visitors from Google)

    trafic na site Internet promotion of RX drugs

    Data from Google Analytics

    google analytics results Internet promotion of RX drugs

    By promoting the website to the top of Google for search queries related to corresponding pharmaceutical drugs, we achieved an increase in traffic to the website from an audience with established demand and met the initial sales goals of the laboratory.

    This is a good result, but the audience with established demand is limited.
    To meet new sales targets, such an audience was not sufficient!

    Content Marketing

    To ensure website traffic that would make it possible to meet new goals, it was necessary to attract an audience whose demand was still in the formative stage.

    In the B2C context, this is an audience that, unfortunately, has encountered the problem of oncological diseases in themselves or their close ones but has not yet found a solution and is in the stage of searching.

    In the B2B context, it includes doctors, clinics, and charitable organizations that are in search of effective and cost-effective treatment for their patients.

    Each representative of the audience has their own:

    • Pains;
    • Fears;
    • Desires.

    Based on these consumer needs, the SEO specialists of our company compiled a semantic core of search queries for each of the target audience groups.

    That is, keywords that people use when searching for solutions to their problems.

    primery poiskovih zaprosov Internet promotion of RX drugs

    It’s evident that users entering such queries have encountered oncological diseases in themselves or their close ones, making them the target audience to attract to the “Hemoteka” website.
    The total number of gathered informational queries exceeded 1,000 keywords.

    Based on this semantic core, a content plan for 36 months was developed to publish informative articles.

    The articles are crafted to meet the requirements of search engines, ensuring that the pages they are placed on reach the top of Google, attracting traffic to the website.

    top pozicii site Internet promotion of RX drugs

    Additionally, the structure of these articles includes information highlighting the advantages of the “Hemoteka” brand’s product, with links to landing pages promoting the corresponding medications.

    Mechanism:

    1. Users enter their query into the search engine.
    2. In the search results, they see a link to a page with an article.
    3. They click on it to get information about their problem.
    4. Inside the article, they find a link to a page advertising the personalized medication service.
    5. They visit the page to learn more about the service.
    6. If interested, they place an order for the necessary medication.
    As a result, we gained additional targeted traffic from search engines to the website – an audience that was searching for a solution to oncological problems and to whom this solution was offered.

    Internet Marketing Results

    Work on promoting the website continues, but to date, we have achieved the following results through SEO promotion and content marketing:

    1. 718,068 unique visitors – the total number of website users attracted from Google from October 2018 to February 2021.
      trafic results Internet promotion of RX drugs
    2. 91,904 unique visitors – the achieved average monthly traffic to the website.
      month trafic result Internet promotion of RX drugs
    3. 81% – the share of organic traffic from Google search results.
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    4. 79% – the conversion rate on the website, meaning that 79% of all orders on the site are made by users attracted from organic Google search results.
      In this case, intermediate promotion results are presented.

    The presented case shows intermediate results of online promotion. The subsequent tasks consist of:

    1. Supporting and improving the website’s positions in Google’s organic search results for the names of medications to maintain and increase traffic with active demand;
    2. Completing the initial content plan and increasing website traffic through informational demand;
    3. Collecting and analyzing new search queries to supplement the content plan and attract a larger audience.

    Project Summary

    For effective digital promotion of RX medications, it is necessary to use the following tools in a specific sequence:

    1. Audience modeling: identifying main audience groups, defining their pains, fears, and desires.
    2. Developing a product website considering the primary needs and requests of the audience identified in the first stage.
    3. Working with formed demand: collecting and analyzing the semantic core (search queries) corresponding to the formed demand and promoting the website to top positions in organic search results for these queries.
    4. Content marketing: working with the audience that is searching for a solution to their problem. Creating useful content that addresses their queries.

    dymura maksim ceo business site 1024x684 Internet promotion of RX drugs

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