Alliance Healthcare.

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 search engine optimisation (SEO) campaigns for several of their pharmaceutical wholesale brands.

The specific objectives were to:

• Develop a digital strategy and road-map to help each brand improve online performance
• Roll-out a pilot healthcare 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 strategy was to split each brands’ target market into identifiable audiences and to develop specific healthcare 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