How to digitize the pharmaceutical sector: lessons from success stories

On the dynamic path to digitalization in the pharmaceutical industry, much can be learned from the success stories being published; unravelling the main lessons can provide great value, especially for those starting in the pharmaceutical e-commerce industry. Today, I'll share some of the lessons I've observed.

Every successful transition to the digital world initially relies on having a solid understanding and experience of the offline business, such as inventory management, customer service, and understanding the needs and preferences of customers. This allows for a smooth and well-informed transition to online.

An intelligent initial step could be starting on established platforms (marketplaces) like Amazon. This provides a learning opportunity to understand best practices, from customer and incident management, to contact with transport companies, before venturing to open your own e-commerce.

One of the biggest challenges in this industry is the strict regulation surrounding the online sale of medicines (Spain is an example), especially those requiring medical prescriptions. This is not only an obstacle, but an opportunity for specialization in less regulated niches like dermocosmetics, allowing companies to compete in the digital market and offer differential value. Some less-regulated categories are cosmetics, supplements, and orthopaedics.

These lessons underline the importance of a well-calculated and informed transition to pharmaceutical e-commerce, highlighting adaptability, specialization, and maintaining a connection with customers as pillars in the digitalization of the pharmaceutical industry.

How to generate quality online content: tips and resources for digital marketing

A lot of online content may be bland and boring. It doesn't make readers care or stand out from the competition. Content quality matters, and Digital Marketers should aim for higher standards of content production. Why? High-quality content can attract, engage, and convert more customers than low-quality content.

One way to improve content quality is to address the reader's interests, needs, and questions, not just list facts and keywords. Asking yourself “So, what?” to every claim or statement is relevant to make sure it is valuable for the reader.

Another way to improve content quality is to think like a sceptical reader. A sceptical reader might doubt, lose interest, or click away from the content if it is not convincing or engaging. Look for points where the reader might be sceptical and address them in the content. Writing for the most sceptical reader can help win over everyone else.

Content quality matters more than ranking for a search query. Digital Marketers should audit their content, ask better questions, and plan and research content campaigns that are unique and compelling. This will create content that is likely to create a lasting impression on the reader.

In my LinkedIn post, you can download a content POV planning template I shared, so you can have a structure for creating better content.

Do external links help SEO? Google's answer

If you want to improve your SEO and Google rankings, you might wonder if external links can help you. External links are links that point from your website to a different website.

According to Google’s John Mueller, external links do not have a direct impact on your rankings, unless they are relevant, natural, and provide additional value to your users. In other words, you should not use external links just for the sake of linking, but only when they make sense and improve your content.

Some studies have suggested that external links do help with rankings, but they are either outdated or not conclusive. Therefore, the best practice currently is to focus on creating quality content that serves the user’s needs and interests, and to use external links only when they enhance the user’s experience and understanding. To summarize, “treat links like content”.