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...
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