Pharma eCommerce: the Leading Digital Practices
With digital transformations in full swing, pharmacies are increasingly joining the party. New online pharmacies are joining the competition with established, traditional pharmas in the digital space.
Among them, they are investing in deeper digital capabilities and ecommerce functionalities. And the way that they are doing that involves some practices that are being done by many, which we’re going to outline today.
Here are the five leading digital practices that are being undertaken by online pharmacies – both traditional and digital only.
One: enhance the UX. Front and center of all websites is the need for a highly personalized experience. And now that’s the case for pharmacies. Personalization comes from better and richer customer data. It comes from a greater understanding of their customers on an individual level, their levels of health and wellness. This is the first step to building a more positive customer UX.
Pharmacies are using tools like customer activity tracking to achieve this, which can help understand and determine the preferences of customers, pinpoint the weak bits, and build data-driven goals.
Two: implement a direct-to-patient (DtP) model. Doing so can help to reduce the cost of delivery as well as the number of transactions needed to serve each customer. With ecommerce, organizations can connect across their whole health landscape and a brand’s digital platform islands begin to consolidate to form a digital continent.
By embracing the ability to wholly connect a brand across all its digital landscape helps to meet customer demand and improve consumer satisfaction – while at the same time cutting down on costs.
Three: better pharmacist-caregiver relationships. Much of the caregiving population are family members who are unfortunately inexperienced when it comes to fully understanding and carrying out medical tasks. As such, pharmacies need to reach out to educate caregivers and help to improve their willingness and trust in using online pharmacy services – from medication management to general health-related advice and assistance.
Four: improve digital marketing. Pharmacies are using data to better predict trends and behavior by using social media insights and tracking to deliver deeper personalized experiences. In order to anticipate customer needs and better engage, pharmacies can make use of both demographic and digital data.
Ways of influencing the digital shopping experience include having personalized notifications and implementing or improving loyalty programs.
Five: continually look out for future capabilities. The digital environment is constantly shifting, changing, and expanding. Pharmacies should always be on the lookout for investing in additional emerging capabilities. As one emerging example, with the removal of third-party tracking cookies, privacy regulations are going to be evolving, and the ecommerce landscape is going to shift in response with success there depending on better planning to work within new restraints.
PS: ArganoUV is one of the world’s leading pharmacy ecommerce development & strategy agencies. Contact us to see how we can work together.