PharmEasy – Business, Marketing Strategy Tips
PharmEasy is an online pharmacy and medical store in India which specializes in OTC products, diagnostic tests, and medical instruments. The company was founded in 2015 in Mumbai, Maharashtra and has seen incredible growth in terms of both sales and marketing since then. It is an online pharmacy app with every product you could ever imagine in an offline medical store. Its co-founders include Siddharth Shah, Dhaval Shah, Dharmil Seth, Harsh Parekh, and Hardik Dedhia.
During the COVID-19 pandemic, the company has become an essential service for day to day life that has contributed to its growth. The major competitors of PharmEasy in India are 1mg and Netmeds. This health tech startup has raised a massive amount of $350 million, becoming the first Epharmacy unicorn in India.
Marketing Strategies of PharmEasy
The best way to get the maximum number of attention from the Indian audience is through TV ads. PharmEasy’s TV ad was a successful marketing strategy that gained great popularity.
The company made a music track for its ad. The track was a version of the popular Bollywood song, ‘Urvashi’. They created their slogan to the tune of it. The slogan said ‘PharmEasy, PharmEasy, Take it easy PharmEasy’. Every time this soundtrack played on the television; it got the viewers’ attention.
Reference link- https://youtu.be/9dvSL6fox50
Whenn the viewers find something interesting, they like to know more about it. In this way, this strategy by the brand got successful. This ad made the app and its services popular among the customers.
PharmEasy is a new-age startup. The brand knows how to keep up with the latest trends and mostly with youngsters. With the increasing popularity of memes over social media, PharmEasy took a shot in this strategy. And finally succeeded!!
The company posts a variety of memes on its Instagram handle. This catches the customer’s attention in a creative way. For example- They made a meme on the latest trend “chota bacha ho kya” to attract its audience. There are several other memes that the company keeps on making according to the trends.
Reference link- https://www.instagram.com/p/Cc0a-G3vWNw/?igshid=YmMyMTA2M2Y=
SMS, Email Marketing
Once a person signs up on the PharmEasy app or website, the role of this strategy begins. The company uses numerous technologies to send automated messages or emails to its customers. These messages include the information of new offers or discounts that the company has to give. This is a great strategy by which the company can gather up the customers’ attention.
The PharmEasy startup just like every other company was not popular right from its birth. It had to create trust and space for itself in the market. One of the most successful strategies by PharmEasy in its early years was cricket sponsorship. After investing in cricket, people began to associate PharmEasy with cricket. Most of the Indian audience watches the world cup. An ad between the matches gets the viewers’ attention and helps develop a level of trust. PharmEasy earned huge popularity through this marketing strategy.
We all are aware of the power of social media nowadays. Influencers and bloggers over various channels are getting more and more popular day by day. They also have a large audience.
So, the next strategy pharmacy opet for is influencer marketing. For example- PharmEasy is now making reels and videos. You can see Viraj Ghelani, Digital Creator, and Sapan Verma, Comedian and Shivangi Joshi, tv actor in the PharmEasy reels.
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