Buying and even conducting medical appointments online is a new experience for many UK consumers, especially in the older age groups. However, the pandemic has driven online transactions over the past two years, as vulnerable groups have been forced to isolate themselves from the physical world.
So what is the best way to attract and engage online consumers to a pharmaceutical website? Of course, some of the techniques used to drive traffic to any kind of ecommerce store are relevant to the healthcare sector. A well-designed site that has clear navigation tools, as well as being visually appealing, goes without saying in 2022.
Other essentials include posting regularly updated and optimised SEO content on the site, which is relevant and informative. The use of these methods, especially when combined with a pay-per-click campaign, will help to raise the website in search engine rankings, which in turn reassures consumers that your brand is trusted and reliable.
One of the most important aspects to get right with a pharmaceutical website is customer support. The consumer is also a patient or carer, who is looking for authoritative advice and guidance on health conditions and medication. Therefore, marketing material must be factual, helpful, and easy to understand.
Personalised ongoing support for customers should be nurtured, as people often have long-term conditions which change over time. Multi-channel support, via email, web chat, video call, and social media, will give consumers the confidence to contact the pharmacy about correct dosage, repeat medications, symptoms, and so on.
In summary, the website should be patient-focused, helping them through every step of the journey. Opportunities should be given for customer feedback, and any comments, whether negative or positive, acted on if possible. This will help to build a trusted brand that customers stay loyal to, and recommend to their family and friends.
For further help with pharmaceutical digital marketing, talk to us today.