Kadri is positioned as a low to medium priced pharmacy, with complex services. The pharmacy addresses all age groups. In addition to this market segmentation includes seniors with special needs, individuals that are interested in quitting smoking, non-native English speakers, and others.
Internet Value Proposition
The digital marketing strategy that Kadri intends to develop is focused around the pharmacy's website (Doligalski, 2010). Through this website, Kadri wants to improve relationships with customers by reducing the time required by providing the services, by providing the necessary information exactly to the customer segment that requires it, and by expanding the range of services provided by the pharmacy's employees. This is the value proposition that Kadri intends to deliver to its customers.
Digital Marketing Mix
There are numerous digital marketing mix items that can be addressed, like blog, website, Youtube or Vimeo, Facebook page, LinkedIn account, Google, Instagram, Vine, Twitter, Flickr, Pinterest, Ning, Tumblr, and others. Specialists in the field state that it is not efficient to focus on numerous digital mix items, but to invest in three items from this list. This is because it is difficult to provide high quality on so many communication channels. In addition to this, by using a higher number of communication channels, customer segments are fragmented and must be addressed individually (Barbaric, 2013). Therefore, it is important to invest in a smaller number of digital marketing mix items in the attempt to centralize communication and to provide unitary messages (Meyer, 2013). Such digital marketing mixes can be easier to manage, and require smaller investments.
In the case of Kadri, the activity of the pharmacy requires that the owners develop a website, a LinkedIn account, a Facebook page, and a Youtube page. The website must provide relevant information on the products that can be purchased from the pharmacy, and the additional services provided by Kadri. In addition to this, the website should provide contact information (AgendaMarketing, 2012). A strong attraction to the website can be represented by developing an online application that provide diagnosis to interested patients. This type of application can be seen on several websites of medical orientation. Patients select the symptoms they have, and based on these symptoms the application provides a possible diagnosis. However, the application should also advice patients that use it to see a doctor.
The LinkedIn account that Kadri develops should be used in order to build a network with customers, but also with suppliers. Through this network, Kadri can send information on promotional offers, new products, and other information that the company considers it is important to be communicated (Social Marketing Forum, 2012). LinkedIn also provides the benefit of increasing the customers base by expanding the network with the friends of friends.
The Youtube page is intended to help Kadri owners reach their customers with useful information (Nigel Wright Recruitment, 2012). They can post videos on how to use certain products, on how to identify the symptoms of certain diseases, on what to do in different medical situations, and others.
In addition to this, it can be very useful to develop a mobile platform that allows Kadri to be in contact with its customers. This mobile platform can be used in order to text customers on promotional offers, but also to inform them when their prescription is ready to be picked up, or where they can pick their prescription up from. This can be of great help to customers that do not have the time required by searching for such information. Therefore, Kadri sends this information when it becomes available, and customers view it when they have the time.
Integration of Offline and Online strategies
It is important that Kadri understands the importance of successful integration between online and offline strategies. This is because the different benefits they provide must be identified in order to be maximized. Offline strategies are intended to be developed for precise customer segments that require certain information in certain moments. This is mostly the case of customers that must be texted when their prescription is ready. They require this information fast.
Online strategies are intended to provide a basis of information that customers can access at any time. This information is updated whenever it is necessary. Online content can be used in order to attract a larger number of customers. Therefore, it is important to develop articles that can be uploaded on the website on several issues. These articles can refer to medical conditions, medicines, and actions that are recommended in the case of certain medical conditions. The website can provide information on different events organized by the pharmacy. In addition to this, the pharmacy can attempt to strengthen relationships with customers by posting articles on the owners, on the pharmacy's employees.
The implementation plan should start with designing the website. In order to develop a website that it is in accordance with the objectives of the pharmacy, it is important that Kadri's owners determine how they want to benefit from the website. The digital marketing strategy can significantly influence how the demand is likely to be affected. This is because Kadri intends to increase its customer base, while maintaining its existing customers. The Internet website must be monitored and updated with the necessary information. In addition to this, the customers data base must be developed in order to send them newsletters. If the number of customers in the data bases periodically increases, this means that the online strategy is successful, the customers are interested in Kadri's website, and they find the information on the website useful.
The mobile platform must be developed with the help of mobile services providers. The pharmacy's owners can purchase phone number databases from these providers that can be used in promoting its products, and can develop databases with contact numbers of existing customers' phone numbers in order to inform them about when to pick up their prescriptions, and to provide them with other necessary information.
Revenues and Costs
Some of the items in this digital marketing mix can be developed free of charge, while others require certain costs. Setting up a Facebook page and a LinkedIn account requires no costs. Regarding posting videos on Youtube, if the owners develop these videos themselves, there are also no costs necessary. The design of the website and its online hosting require certain costs (Shaywitz, 2013). The development of the mobile platform, and texting customers require certain costs in accordance with the benefits they provide.
The revenues that the digital marketing strategy is intended to provide are not significant on short-term, but they are important on medium term and on long-term. This strategy is intended to help Kadri increase its number of customers. This means increased sales also. Therefore, the Internet website that Kadri develops must attract customers, and must improve satisfaction in order to influence repeat purchase. It is important to develop a website that also helps employees increase their productivity.
The idea behind this digital marketing strategy is that in order to be competitive in the pharmaceutical industry, it is important to target different types of customers, through different channels. Online strategies are likely to become a must in this industry. Therefore, it is important to develop such strategies in order to serve customers as they want to be served, when they want to be served, and how they want to be served. The benefits provided by digital marketing refer to increasing the quality of the relationship between the pharmacy and its customers, increasing the speed of service, and increasing customer satisfaction. The digital marketing strategy responds to customers' requests before they make them. It is important to address customers' needs in order to improve productivity.
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