In recent years, the pharmaceutical industry has been going through extensive changes. The industry is being shaped by digital transformation, in which digital services have started surpassing the product itself. Back then, Wellbene was a new entrant with a novel business approach and noble goal to be a convenient resource for medical products for millions of discerning Indians. They were looking for a value-driven social media optimization solution to reach a larger customer base.
Our challenge was to compete with established competitors who had established themselves in the market. Our research towards a unique social media optimization strategy to break through the clutter. We wanted Welbene to be visible, vocal and versatile with their communication, across all social media platforms they owned. This helped build trust in a crowded market. We decided to showcase the importance of Wellbene’s product offering and the array of their efficient services that go beyond conventional online pharmacies. These two primary communication routes helped us build a robust social media optimization plan. Our strategy was to make our content visually appealing, fun and share-worthy.
We went for fun and artsy vectors to showcase the different aspects of the brand and used pastel shades and italic typography for an aesthetic while showcasing humans for reels and other lifestyle videos.
For online pharmacies trust is crucial. And so we took the help of nutritionists, doctors and fitness coaches to understand the technical knick-knacks about the brand and used our creative minds to present those ideas in a simple, cool way.
Our social media optimization strategy led us to build a collection of diverse content pegs to create a holistic brand personality on digital. We experimented with new content formats while creating interesting gifs, statics and videos based on regional insights. Our creatives promoted the products with catchy copy and striking visuals. We regularly posted short and engaging reels, which helped us get noticed and got us good traction on various video platforms.
The content framework catered to optimisation of algorithms on various social platforms. Our long-tail campaigns were based on various important days (World Health Day, Women's Day, etc) or targeted at particular ailments (Heart Health, Diabetes, etc). This was followed by FAQs, educational and recipe videos.
We delivered value-adding experiences to our customers with engaging influencer outreach and campaigns. It was all because we created a content niche, which continues to define Wellbene. With our effective social media optimization techniques Wellbene reached out to a larger audience base from different demographics.
Results
While digitization continues changing the healthcare system we managed to ride the wave and help Wellbene rise above the sea of competitors with our unique social media optimization techniques. We began with 36 and 21 followers on Facebook and Instagram respectively, and we grew the base exponentially to 197 and 206 respectively within less than 3 months. Similarly, on LinkedIn, we began at 482 and crossed 1K followers in that short span.
5.5%
follower growth on Facebook
9.8%
follower growth on Instagram
2.5%
follower growth on
LinkedIn
