medicinewala: roadmap ahead - a study by fps
TRANSCRIPT
7 questions:
1. Where do we come from? 2. Where do we want to go?
3. Who are we talking to? 4. What do we have to tell them?
5. How do we tell? 6. Where and when do we tell?
We are Medicinewala-Your Medicine Delivery Mechanism
Medicinewala has recently entered the service industry with pharmaceutical e-commerce.
It believes in serving customers with a never before experience in the world of online pharmacy.
It aims to be a responsive round-the-clock pharmacy retailer for prospective customers.
A service holds the potential to turn into a brand
The focus now is to create a prominent footprint in the Calcutta market.
The road forward
Taking the audience into confidence about the quality of the medicines & the benefits of the services.
Primary Target Group
NRIs based out of Kolkata who have family in the city
Aged people who find it difficult to visit pharmacies
Gen Now that does not have the time to visit pharmacies
Their media consumption pattern:
Online: Out of India’s 75% online generation, 39% are between the age of 25-34 yrs.
6% are between the age of 45-54 yrs. 3% are 55+ yrs.
All of them are on the net and consume online content.
Our proposition:
Medicinewala is the one-stop solution when it comes to medicine delivered at your doorstep.
Your job ends at sending us the prescription. The rest of the headache is ours till the medicine reaches your doorstep and the bills on your e-mail id.
Policies:
Designing a digital & social media policy is what we would do at the very first instance. For ex.
What would our digital media communications claim? What are the staffs allowed to say on social media? What is acceptable and unacceptable?
Having a social media policy provides security for staff (they know what they are allowed to do),
but also prevents the need to discuss every tweet before it is posted.
Other policies could include: Accessibility – who will have access to the page Content removal – who will monitor the content
Writing style – What will be the tone, and language? Design style – What would be the design pattern?
Crisis management – What if someone presses the panic button?
Prioritize:
The two most important priorities to set are business objectives and target audiences.
In an environment where fast decision making is crucial, outlining key priorities is so important.
Prioritizing the right target audience is all about the ideal set of audience for the brand. Prioritizing business objectives means selecting the right platforms accordingly.
The Big Idea:
Selecting the central theme is always the important thing before starting off any communication.
In this case, Right Medicine at Discounted Price at Your Doorstep is the key theme our communication will revolve around.
The strategy would be to have a media mix of Digital Ads + Social Media Ads.
Communications framework: Digital Media
Current consumer behaviour: The TG needs to know about the brand and the service
Desired consumer behaviour: Medicinewalla becomes #1 in their wish list
Digital ads
1. Display Network Ads
For Retention
1. E-mailer
Communications framework: Social Media
Current consumer behaviour: The TG needs to know about the brand and the service
Desired consumer behaviour: Medicinewala becomes #1 in their wish list
Mixed social media platforms
1. facebook
2. twitter
Plus
Social Media ads
Video social media platforms
1. YouTube
Overview: Yearly activity
JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC
VARIOUS ACTIVATIONS THROUGHOUT THE YEAR
WORLD MENTAL HEALTH
DAY
WORLD AIDS DAY
IMA COMM.
SERVICES DAY
WORLD NO
TOBACCO DAY
DOCTOR’S DAY
WORLD HEALTH DAY
WORLD DIABETES
DAY
Approx budget:
Marcom Budget: INR 5Lac per month + taxes as applicable
FPS Service Fee: INR 1Lac per month + taxes as applicable