Alliance Healthcare.

Helping the pharmaceutical wholesale division of Walgreens Boots Alliance to develop a digital mind-set and knowledge base so that successful SEO tactics could be rolled-out across the brands

  • Strategy

    Developed a keyword strategy and SEO roadmap to help each brand improve organic search performance

  • Content Optimisation

    Conducted a content gap analysis and optimised each websites’ content utilising our medical copywriting expertise, title tags and meta descriptions

  • Technical Audit

    Carried out a comprehensive technical audit of all their websites and recommended fixes to key issues, such as removing duplicated content and setting up URL redirects

  • Authority Building

    Developed a content marketing plan centred around the keyword strategy and one that would increase social shares and inbound links to each website

Project Description

Alliance Healthcare is the Pharmaceutical Wholesale Division of Walgreens Boots Alliance

The organisation wanted to improve the online performance of its wholesale businesses so we were asked to develop and implement a digital marketing strategy that would involve implementing a series of pharma search engine optimisation campaigns for several of their pharmaceutical wholesale brands.

The specific objectives were to:

  • Develop a pharma digital marketing strategy and roadmap to help each brand improve online performance
  • Roll-out a pilot SEO campaign to demonstrate the value of the channel
  • Increase the volume and value of leads coming from search engines like Google
  • Help the organisation to develop a digital mind-set and knowledge base so that successful digital tactics could be rolled-out across the wholesale division

Our Solution

Our strategy was to split each brand’s target market into identifiable audiences and to develop specific pharma SEO campaigns to help reach and engage with those audiences online.

  • Work with their web developers to optimise the sites for search engines & conversions
  • Identify key phrases, social media sites and online communities used by their target audience
  • Develop digital assets (infographics, case studies etc) to help engage with new visitors
  • Create content strategies to help each brand engage more effectively with their audience
  • Build inbound links using content syndication and social sharing tactics
  • Set-up goal tracking integrated with their CRM system to measure ROI

Google-Yahoo-Bing Logos

“As a result of Genetic Digital’s SEO strategy and tactics our pilot campaign website quickly started to rank for a number of commercially valuable key phrases and this resulted in an increase in targeted visitors and leads. Due to success of the pilot campaign, we got Genetic Digital to roll-out the SEO plan to our other brands operating in UK and Europe. I have been delighted with the overall results, the responsiveness of the team and how they quickly integrated with our other agencies.”

Jennifer Montañez, International Digital Marketing Manager