Marketing and Promotion of the Pharmacy for Drug and Dietary Supplement Sales Growth

In the first stage of working with the pharmacy’s website, we focused on conducting a technical audit and providing recommendations for improving its performance. It was important to correct errors preventing proper indexing and ranking in search engines, as well as to make the site more user-friendly. All these steps were aimed at increasing traffic, attracting customers, and growing sales of drugs and dietary supplements.

Technical Audit:

We began with a detailed analysis of the site’s technical state and identified several key issues hindering effective promotion and visibility in search engines. The main recommendations included:

1. Adjustment of the robots.txt file:
   We found that the robots.txt file was configured to block search engines from accessing important site pages. This negatively affected indexing. We suggested changing the settings so that search engines could index all required sections, thereby increasing organic traffic.

2. Implementation of breadcrumbs:
   Breadcrumbs help not only improve navigation for users but also make the site more understandable for search engines. We recommended implementing breadcrumbs on all pages, which would simplify information retrieval, enhance user experience, and contribute to rank growth in search results.

3. Review and optimization of HTML tags:
   During the audit, we identified inconsistencies in the use of meta tags and headings on the pages. We suggested correcting the HTML structure, optimizing the title and description tags, and correctly applying H1-H6 headings. This would significantly increase SEO effectiveness, which is fundamental for enhancing visibility and attracting new customers.

4. Optimization of loading speed:
   We also found that the site’s loading speed left much to be desired. We recommended optimizing images, improving code performance, and implementing caching technologies to speed up the resource. Improving loading speed directly impacts user satisfaction and promotes increased conversions.

5. Correction of errors in the webmaster panel:
   For more precise site configuration, we analyzed errors in Google Search Console and other webmaster tools. Recommendations included eliminating broken links, setting up canonical URLs, and correcting the mobile version of the site to improve accessibility and functionality on all devices.

Recommendations for Site Structure and Content:

In addition to technical adjustments, we also proposed several recommendations regarding the site’s structure and content, which are especially important for increasing conversions and improving sales of drugs and dietary supplements:

1. Optimization of content placement:
   We recommended changing the order of blocks on the pages—ensuring that key information, such as product descriptions and promotions, is placed prominently while less important elements are positioned lower. This improved content perception, enhancing the likelihood that visitors would make a purchase.

2. Adding links in the footer:
   We suggested adding links to the most important sections of the site, such as “About Us,” “Contacts,” “Privacy Policy,” and main product categories in the footer. This not only improved internal linking but also enabled users to find information faster, thus increasing conversions.

In the second stage of the pharmacy’s promotion, we significantly expanded the site’s structure by creating landing pages focused on popular user queries. These pages helped improve the site’s visibility in search engines, attract the target audience, and enhance conversions, ultimately boosting drug and dietary supplement sales.

1. Creation of geographically focused pages: We developed separate pages for each region where the pharmacy chain operates. These pages displayed relevant data such as pharmacy addresses, delivery information, current promotions, and contact details. This allowed the site to be more relevant for regional queries. For example, a user searching for “pharmacy nearby” or “where to buy medicine nearby” would land on the corresponding page with a user-friendly interface and complete information.

2. Adjustment of meta tags: We optimized meta tags for both new and existing pages to make them more understandable and appealing to search engines. Titles (h1), title tags, and descriptions were adjusted. For example:

   • Old h1: “Pharmacy [name]”

   • New h1: “Pharmacy Chain [name] — Addresses, Promotions, and Delivery”

   • Old title: “[pharmacy name], address”

   • New title: “Pharmacy Chain [name] — Medicines and Dietary Supplements with Delivery”

   This improved the site’s visibility for key queries related to medicines, dietary supplements, and pharmacy services.

3. Creation of a price page: We recognized user interest in queries related to product costs and created a separate page with pricing information. Since prices for drugs can vary by region, we included price ranges for popular products. This helped users navigate pricing and improved metrics for queries containing the word “price.”

4. Creation of pages for specific product categories: We developed separate pages dedicated to popular categories of pharmacy products such as cold prevention medicines, vitamins and minerals, or dietary supplements for heart health. This allowed the site to become more relevant for queries related to specific types of products, e.g.: “where to buy vitamins for the elderly” or “medicines to strengthen immunity.”

5. Creation of a section for popular products: For the most sought-after drugs and dietary supplements, we created detailed pages. These pages included descriptions of product features, usage instructions, current promotions, and bonus offers. For example, queries like “joint medicines” or “vitamins for bone strength” now lead users to targeted pages where they can find the necessary information right away.

Creating these landing pages helped improve the site’s structure, attract more targeted traffic, and increase user engagement. This approach contributed to sales growth and enhanced customer satisfaction by making the search and purchase of drugs and dietary supplements more convenient and intuitive.

A key element of the effective promotion of the pharmacy’s site was quality content that not only meets the needs of the target audience but also helps search engines better understand the site’s content. We wrote texts tailored to users’ needs, paying special attention to the ease of information perception.

Approach to Content Creation:

1. Consideration of target audience interests: The pharmacy’s main audience consists of older adults, as well as those seeking products for health maintenance and disease prevention. This required us to write texts in a clear, reassuring style that combines simplicity with accuracy and professionalism. We emphasized the key benefits of products and the availability of information.

2. Optimal Balance: It was important to create texts that are easy to comprehend by users while still meeting SEO requirements. We avoided overly dry and medical language, maintaining a comforting and professional tone.

3. Relevant and Useful Information: We included recommendations for product usage, descriptions of their effects and benefits, and clarified usage features. For example:

   • Cold medicines: what they contain, who they are suitable for, contraindications.
   • Vitamins and dietary supplements: which complexes are recommended for strengthening immunity or improving heart function.

Content Features:

1. Accessible Language Without Over-Simplification:
   We avoided complex medical terms, replacing them with explanations in accessible language, making it easy for even elderly users to understand. For example:

   • Instead of “antioxidant properties,” we wrote “protects the body’s cells from destruction.”

2. Attention to Details:
   Content for each category of products included valuable information, such as:

   • Main components of the drug.
   • Expected effect and dosage recommendations.
   • Storage and application conditions.

3. Trustworthy Tone:
   We aimed to create an atmosphere of care and professionalism so that clients felt confident in their purchases. This is especially important for products related to health care.

4. Ease of Perception:
   The texts were structured using headings, lists, tables, and infographics so that users could easily find the information they were interested in.

Results:

This approach to content creation helped:

• Build trust in the pharmacy’s brand.
• Increase user engagement on the site.
• Raise the time spent on pages, positively impacting SEO metrics.

The written content became an important communication tool with the target audience, helping to enhance site perception and stimulate purchases.

An important step in promoting the pharmacy was creating a quality external link profile. This helped strengthen the site’s positions in search engines, increase trust from search engines, and attract additional targeted traffic.

How We Worked with Links:

1. Conducting a Link Audit: At the beginning of our work, we analyzed the existing external link profile. We assessed the quality of the linking domains, identified potential problematic resources, and removed low-quality or spammy links that could negatively affect SEO.

2. Developing a Link Building Strategy: We formulated a plan for link building, focusing on authoritative and relevant sources. Priority was given to:

   • Thematic resources related to medicine, health, and pharmaceuticals.
   • High-trust platforms (e.g., news portals, specialized blogs, pharmacy directories).
   • Regional sites suitable for the pharmacy’s geographic scope.

3. Creating Natural Links: We placed links on pages with useful and quality content to make them appear natural and attract real users. This included:

   • Guest Publications: We wrote articles about health, disease prevention, and proper selection of dietary supplements and medicines, including unobtrusive links to the pharmacy’s site.
   • Directories and Catalogs: We added the pharmacy to specialized online directories, which helped increase trust and improve visibility in local searches.
   • Mentions in News: We placed links through articles about seasonal epidemics, advice on strengthening immunity, and pharmacy promotions.

4. Quality Control: For each link, we monitored:

   • Thematic relevance of the site hosting the link.
   • Authority of the platform (DA/DR indicators).
   • Naturalness of the anchor text, ensuring that the links seemed useful to users rather than promotional.

5. Monitoring Dynamics: We regularly tracked how the link mass was growing and how this affected the site’s SEO indicators: positions in search results, visibility, organic traffic. We adjusted the strategy as needed.

Results of Work with Links:

• Link Mass Growth: The number of quality referring domains increased by 1.5 times.
• Improvement of Positions in Search Engines: Thanks to well-distributed link weight, the promoted pages reached the TOP-10 and even the TOP-5 for key queries.
• Traffic Increase: Due to relevant links, the site started receiving additional referral traffic from thematic platforms and directories.

Working with external links helped amplify the overall effect of SEO promotion and strengthen the site’s positions amidst competitors.

Effective interaction with users begins with a convenient and accessible lead capture form. During the analysis stage, we noticed that the mechanics of the lead form were not optimal for attracting new clients. The form was displayed only on the homepage, limiting its reach and reducing conversion potential.

What We Changed:

1. Expanding Lead Form Display: We proposed showing the lead capture form not only on the homepage but also on all landing pages. This meant that any new user entering the site via a search engine or external link would see the form regardless of which page they opened: product card, category, or promotional page.

2. Intelligent Display Settings: To avoid annoying users and degrading their experience, we implemented a mechanism that:

   • Shows the form only to new visitors who are entering the site for the first time.
   • Limits the form’s repeated display for a certain period (e.g., 7 days).
   • Presents the form in a non-intrusive style with a simple close or minimize option.

3. Optimized Design and Text: We improved the visual presentation of the form, making it simple and clear. The text on the form was tailored to the pharmacy’s target audience and included:

   • A concise call to action, for example: “Be the first to know about our promotions!”
   • Helpful offers, for example: “Subscribe to the newsletter and receive a 10% discount on your first order!”

4. Dynamic Content Adjustment: The content of the form was adapted to the page where it was displayed. For example:

   • On the “Cold Medicines” category page, the form could offer subscription to tips on preventing seasonal illnesses.
   • On the promotions page—emphasizing a discount or bonus.

The informational component of the site is a vital part of attracting and retaining the target audience. For the pharmacy’s promotion, we decided to implement something unique and useful that would set the site apart from competitors and meet user interests.

Idea and Project Implementation:

1. Creation of a Hypothesis: We hypothesized that many visitors to the site, especially new ones, encounter a large volume of medical information that can be confusing. To simplify their decision-making process and build their trust, we decided to create a medical terminology glossary. This informational section would explain the main concepts used in pharmacy, as well as popular terms from product and dietary supplement descriptions.

   Project Goals:

   • Help people better understand the properties and effects of medications.
   • Attract new users through interesting and useful content.
   • Enhance audience loyalty, especially among elderly users for whom complex terms may pose a barrier.

2. Compiling a List of Terms: We conducted research and compiled the most commonly used terms found in descriptions of medications, dietary supplements, and instructions. For example:

   • Antioxidants — substances that slow down oxidative processes.
   • Prebiotics — substances that promote the growth of beneficial gut microflora.
   • Analgesics — pain-relieving medications.
   • Immunomodulators — agents that strengthen immunity.

   We also considered terms that commonly cause questions among users, such as the differences between “antiseptics” and “antibiotics.”

3. Format and Structure:

   • Each term has a separate article that provides a clear explanation with examples.
   • Visual elements are used: infographics, illustrations, tables.
   • All materials are written in simple and accessible language, tailored to an older audience.

4. SEO Approach:

   • The glossary was optimized for queries related to terminology, e.g.: “what are prebiotics”, “examples of painkillers”.
   • Articles in the glossary were actively linked to product cards so that users could quickly transition to the respective medication.

Implementation Results:

• Traffic Growth: The glossary began attracting significant numbers of users seeking explanations of terms via search engines.
• Increased Engagement: Visitors spent more time on the site, studying the glossary and navigating to other pages.
• Trust Improvement: Customer loyalty to the pharmacy brand grew due to the helpful and educational content.
• Additional Conversions: Many users, after studying the terms, made purchases, understanding which products fit their needs.

This project became an important step in promoting the pharmacy, combining an educational approach with an effective commercial strategy.