Digital Strategy: Consumers call doctor first for adverse reactions, get prescription info from the pharmacy

Woody Allen has the famous quote, "80% of success is showing up." For digital marketers, you have to have your information in the right spot at the right time to be successful. That means having a multi-online channel approach and being consistent. You are being consistent, right? You're not so fixated on metrics and constant tweaking that you're missing the boat on just being there, right?

Consistency is key and having an understanding of where people go to get what type of information is a key to success. Search engines are the first place to be.

For example, Search Engine Optimization is important, but I know that search engines have stacked the deck against corporations that present disease related information. Many people would go pay a SEO firm to optimize their pages, revise their meta tags, etc.

I, on the other hand, understand that this is a game you can't win. The search engine algorithms that determine this are complex and nobody has this figured out. If you're not selling direct the game is to really drive awareness, prompt an action further.

I do know engines place high priority on social content, 3rd party organization and recently on their own content. So why would you pay someone to fix something that can't be fixed? So what do I suggest instead? Have a paid plan and make it as targeted as you can to your business and the customer you want. Make sure you're showing up as often as your budget allows (60-70% share of voice).

As a secondary action, add a blog or as I would prefer to say in the regulated world a' content aggregator' specific to the disease state and start adding to the conversation. That will help your SEO results over time and you're ensuring that you're there from a PPC perspective.

Check out the data from Health Central and ask yourself what you're doing to make sure you're showing up.

Survey: Consumers call doctor first for adverse reactions, get prescription info from the pharmacy

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