Diabetic Patient Centric Growth Strategy

Synopsis

  • Existing customer retention and new customer acquisition are primary goals of the retail pharmacy industry. 
  • Diabetes is growing at an alarming rate. According to the Center of Disease Control (CDC), 25.8 million people in the United States (8.3% of the population) have diabetes. if the trend continues, 1 of 3 U.S. adults will have diabetes by 2050 (2011 National Diabetes Factsheet).
  • Diabetes Care lacks a dominate category leader owning both brick & mortar and e-commerce channels of distribution. An opportunity exists to create a dominate entity, united under the Diabetes Pharmacy brand.
  • Brick & Mortar- The strategy is dependent upon the integration of a business unit, Diabetes Pharmacy, operating within the greater pharmacy, that specifically caters to the needs of the diabetic patient. This model is a hybrid of the co-brand concept. A small number of independent pharmacies have already adopted this strategy.
  • eCommerce- The Internet has become an invaluable resource for those affected by Diabetes. Industry leaders regularly integrate category specific domain names to augment and protect their brands on and offline. Those participating in diabetes management are no exception:
Diabetes.com  GlaxoSmithKline 
Diabetic.com  CCS Medical
Diabetics.com  NationsHealth
DiabetesCare.com  Johnson & Johnson
DiabetesManagement.com  Johnson & Johnson

Sample of domain properties supporting the Diabetes Pharmacy brand.
    GlucoseTablets.com
    AlcoholSwabs.com 
    SharpsCollectors.com
    Lancets.com
    LancingDevice.com
    BloodGlucoseMonitors.com
    GlucoseTestStrips.com
    InsulinSyringes.com
    PenInjectors.com
    InsulinPenNeedles.com
    InsulinInfusionPumps.com
    InsulinCases.com
    DiabeticSkinCare.com
    DiabeticFootProducts.com
    SugarFreeProducts.com
    LowCalorieDiets.com
    DiabeticPetSupplies.com
    • Thought Leadership- This is the digital marketing age. Consumers equate category defining domain names to the leading entity, brand and/or product within the space. Via ownership of the key domain properties within the category, the Diabetes Pharmacy brand is the de facto thought leader. Additionally, the parent pharmacy has absolute control over manufacturer & vendor inclusion.
    • Summation- The strategic emphasis on diabetic patient care, via the on & offline integration of the Diabetes Pharmacy brand, will enable the parent pharmacy to increase market share.
    Disclaimer
    All trademarks and registered trademarks are the property of their respective owners. All other references are for informational purposes only and are not intended to imply any endorsement by and/or affiliation to.



        


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