Nowadays, people expect to be able to get just about everything they could need or want online. That’s become a trend that has seen significant growth since the COVID-19 pandemic.
When people spent more time at home during the pandemic, e-commerce skyrocketed. Now, as we’re diving into a post-pandemic society, people are more comfortable shopping online, even regarding health and wellness products and services.
Whether you’re a medical influencer, an affiliate store, or even a private practice, you can take advantage of the draw and popularity of eCommerce in the medical industry.
Are you unsure how to start, the startup cost, or how to grow your business in this industry? Let’s look at some best practices, what you should avoid, and how to make the most of your existing business to reach the right audience and boost your sales this year and beyond.
Why Is Medical eCommerce on the Rise?
We’ve seen growth in medical e-commerce for a variety of reasons. First, as stated above, many people got used to purchasing more products and services online throughout the pandemic.
This was due in part to the closure of brick-and-mortar stores and the convenience of online shopping. Additionally, healthcare marketing agency have effectively reached consumers online through effective marketing planning.
E-commerce's convenience makes it incredibly appealing to those who might be busy, pressed for time, or feel more comfortable shopping online than in a store.
Bringing healthcare into the e-commerce sector is also modernizing an industry that otherwise might seem “sluggish.”
The healthcare industry continues to grow as the Baby Boomer generation ages, but that doesn’t mean younger generations aren’t looking for convenient and effective ways to care for themselves without jumping through so many traditional hoops.
As pharmaceutical industry trends shift towards online sales and delivery, ecommerce provides an ideal solution.
Many people also make quick decisions regarding eCommerce shopping since people can do it from their hands with a few taps on the phone. The easier it is for someone to access the products and services they need on the go, the more popular e-commerce will continue to become.
Pharmaceutical sales are among the most significant areas of success and popularity in the medical e-commerce industry. During the pandemic, CVS pharmacy saw a 1000% increase in online prescription orders. The good news? It’s a trend that isn’t going away.
Major corporations have so much faith in the longevity of medical eCommerce that even industry giants like Amazon have created their online pharmacy businesses.
Pharmaceutical vendors, private practices, and physicians are also pushing the rise in the eCommerce medical industry. It doesn’t just make life more convenient for patients and people looking for help. It also takes a lot of time, cost, and pressure off those in the medical industry.
As a bonus for patients, however, the more in-demand certain products, services, and medications become, the more likely it will be for businesses and manufacturers to become competitive.
People can look for good deals and build relationships with medical eCommerce sites they trust based on the quality of their products and services and the prices.
How To Effectively Market Yourself as a Brand
No matter your current role in the medical industry, bringing your services or products online is a great way to grow your business, build a brand identity, and find success in the future of the healthcare industry.
Online marketing can help to improve patient care and the overall experience while boosting accessibility and streamlining the purchase process.
While working with a top healthcare ad agency can offer innumerable benefits—including an improved public image, enhanced public perception, and cost-effective marketing campaigns—all organizations should consider their options carefully.
But, if you’re new to marketing yourself or your products, there are a few critical practices to remember as you move things online. Some of the most important and effective ways to market yourself include:
- Understanding your target audience
- Creating relevant and compelling content
- Providing a great user experience on your website
- Using link-building
Perhaps the most crucial tip listed here is understanding your audience. Today’s average consumer wants to feel like they can trust the brands they shop with.
That might be even more essential for health and wellness purchases, especially in the context of medical billing for small practices, since they can often feel very personal.
That might be even more essential for health and wellness supplements since they can often feel very personal.
Don’t hesitate to do your research and learn more about your demographic. Who are your products for? Who do you want to reach?
When you understand your audience better, you can create content that is more likely to appeal to them.
You can also segment your audience for newsletters, creating more personalized marketing experiences.
If you’re new to the e-commerce world and trying to build those essential relationships, get creative with your brand to establish your identity and get your name out there. Try things like
- Utilizing social media,
- Writing guest posts for other websites,
- Using SEO to boost your site’s presence.
You might also want to consider taking advantage of influencer marketing. Medical influencers use digital platforms like Instagram and TikTok to make product suggestions, discuss specific services, and even highlight their companies.
You can advertise your product safely and effectively by linking up with a trusted and highly-followed influencer.
If you know your target audience members are younger and often use social platforms like TikTok, meeting them where they’re most comfortable by working with an influencer is a great way to connect and show the human side of your business.
Marketing Mistakes To Avoid
While there are plenty of ways to market your medical eCommerce business effectively, you should avoid plenty of pitfalls.
Most importantly, you must establish yourself as a highly-informed and trustworthy business. People take their health and wellness products seriously.
Medical misdiagnosis due to wrong tests or equipments becomes a critical concern in healthcare, underscores the need for stringent quality control measures to ensure the reliability and safety of the products offered.
If your website isn’t transparent about what you’re selling and how it can help, you might leave a negative first impression.
Next, don’t make the mistake of lazy web design. You only have a few seconds to make an impression on a new potential customer. If things like slow loading times, difficult navigation, or other inaccessible features make your website difficult to understand, that person will look elsewhere for the needed items.
You should constantly work on your user experience and improve your accessibility efforts. Consider people who use things like screen readers or those who are neurodiverse and might experience Internet navigation differently than the average person.
If you’re not experienced or comfortable with accessible web design, working with a designer who knows how to create a site that appeals to everyone is worth it.
Finally, don’t ignore customer service. One of the reasons why eCommerce is so successful is that it’s convenient and quick. Businesses and private practices like it because it cuts out the middleman and puts consumers in the driver’s seat.
But that doesn’t mean you should completely wipe the human experience away from the process.
How Important is Customer Support in Medical eCommerce?
Having a solid customer service team is essential to the user experience. You can start by utilizing advancements in AI, like installing a chatbot on your website and equipping it with as much information as possible to help customers in need.
If people have more detailed questions or concerns, make sure your contact information is visible and easy for anyone to access.
When a customer can talk to an actual person who cares about their needs and wants to improve their experience, it will go a long way in bringing that customer back to your site and turning them into loyal buyers and potential brand ambassadors.
Which eCommerce Processes Are Most Effective for Medical Niche Sellers?
One of the worst things you can do if you’re selling medical products or services online is to market yourself as some giant “general” store.
Not only will that make your platform more confusing and overwhelming, but it will also be harder to keep track of everything.
Additionally, your audience is more likely to trust your brand and business if you appear to be an expert in certain areas or have a niche you know everything about.
According to market research, some of the current top online health niches include:
- Digestive health,
- Weight loss
- Hair loss,
- Back and neck pain.
You’ll want to choose a niche with a lot of staying power. Don’t be so quick to jump onto fad diets or other “quick fixes” in the health field that makes big promises only to fade away in months. People are looking for real help and tangible results.
Choosing an “evergreen” product or service is a great way to boost your longevity and provide something of value.
One such evergreen product in the health field is Cardi Health, a heart health monitoring app that offers real-time tracking of vital signs and provides valuable insights for users.
With the increasing focus on cardiovascular health and the need for convenient and accurate monitoring, Cardi Health is a valuable tool that aligns with long-term health goals.
Don’t forget about mental well-being when you’re finding your niche. Sense-based products designed to reduce the impact of anxiety are becoming more popular since people realize they can better manage their anxiety symptoms by using their senses.
Things like noise-canceling devices, light dimmers, and essential oils with pleasant odors are great products designed to calm the senses and fight back against anxiety.
As you can see, a lot goes into medical e-commerce. Establishing yourself and your brand as a trustworthy source for medical products or services is essential.
When you do, you’ll be able to grow along with the industry and become a powerful, stable voice for people who are looking for help.