HOW TO SELL VIA YOUR ONLINE PHARMACY?

More and more pharmacies are opening their sites online. A few have a presentation site to date, and many others now have an e-commerce site since the 2013 regulations that allow them to sell OTC on the internet. Many more sites are currently under construction, notably at Itekpharma.

Since 2013, the status of pharmacist has been gradually evolving into that of cyber-pharmacist. Confronted with new technologies, they have the choice of having their new online pharmacy fully outsourced, or taking charge of certain actions, notably webmarketing.

Pharmacists make very little margin on the sale of their products on the Internet, and they can't always lower their shipping costs. What's more, big pharmacies are slashing prices, and discounting is taking shape in the healthcare sector. Finally, public authorities are failing to assume their responsibilities in the face of these new regulations, and are not informing the public. Many still believe that the sale of medicines over the Internet is prohibited, or that they are counterfeit.

It's not just a matter of referencing a site well, but of animating it and federating networks around it, informing and building trust. It's important to remember that behind every online pharmacy, there are one or more professionals committed to their duty to advise and, above all, to the health and well-being of every Internet user.

The training department has been set up to help pharmacists boost their sites themselves. They need to be trained in all webmarketing techniques and levers, to encourage them to adopt good practices and avoid bad ones, taking into account current legislation.

WEBMARKETING TRAINING OBJECTIVES

The aim of the course is to understand how SEO and positioning work on an e-commerce site, so you can sell effectively online.

- Webmarketing: Understanding the challenges and prospects
- Search Engine Optimization (SEO): learn about best practices and optimize your search engine rankings.
- Social media: understanding the challenges of social networks and mastering their use
- Mobile SEO: adapting techniques to new trends
- Paid search: understanding the issues and principles

THE TRAINING PROGRAM

Part 1
Webmarketing: understanding the challenges and prospects

- Evolving Web technologies and uses
- E-consumer behaviors and attitudes
- Rules for protecting the individual on the Web
- The different profiles: Web marketer, traffic manager, community manager...
- Rules for protecting the individual on the Web
- Communication strategies and e-communication plan

Part 2
Search Engine Optimization (SEO): learn about best practices, optimize your natural referencing

- How search engines work
- Website ergonomics: best practices
- SEO optimization: site structure, HTML content, meta tags, blocking and favouring factors, writing effectively for engines, keywords
- Link strategies : Backlinks and NetLinking
- E-commerce specificities: co-design and product/service promotion strategy, 'long tail' concept

Part 3
Social media: understanding the challenges of social networks and mastering their use

- List of media and social networks
- Animating communities: the keys (Talk, Listen, Reward, Involve)
- E-reputation: the role of influencers in managing brand discourse.
- Use of web tools: blogs, wikis, sharing platforms, dynamic FAQs
- Buzz or viral marketing: objectives (awareness, traffic, image, loyalty) and techniques (teasing, videos, games, contests, rich media, etc.).

Part 4
Mobile SEO: adapting techniques to new trends

- Cell phones: impact and prospects
- Applications: the challenges
- Multi-channel strategies (website, mobile website, application)

Part 5
Paid search: understanding the issues and principles

- Google Adwords and the concept of sponsored links: definition and challenges, creating a campaign, optimizing your Quality Score
- E-mailing-newsletter strategy
- Affiliation: price comparison sites, coupon sites, cash back, etc.
- Mobile advertising: SMS/MMS

Part 6
Analysis tools :

- Audit: observe positioning, analyze results

RESOURCES DEPLOYED

- Theoretical and practical input from the speaker
- Exchanges with participants
- Case studies evaluated by the trainer: direct studies on participants' sites and/or communities
- Provision of a workbook summarizing the training.

We would like to thank Annabelle ALIX for this beautiful article in Porphyry and Delphine BEDOUILLAT of Pharmacie GRIM for her participation.

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