How an independent pharmacy group grew non-branded search demand
The business
A multi-site independent pharmacy group, built by bringing long established neighbourhood pharmacies under one brand after more than twenty five years of local trading. Several branches still carry their original names, which local customers recognise and trust. Prescription dispensing, free delivery, vaccinations, compounding, adherence packaging and a direct to consumer supplement store.
- Rebuilt tracking to be compliant, with no health data reaching ad platforms
- Set prescription transfer as the conversion event, measured against lifetime value
- Built out a Google Business Profile per branch
- Created location by service pages for compounding, vaccinations and delivery
- Resolved the legacy trading names so branches keep local recognition under one brand
- Named pharmacists with credentials on every branch page
- Ran a seasonal campaign calendar against the real peaks
- Ran competitor conquesting against chain pharmacy closures
- Restructured the supplement catalogue so it could rank and sell
The constraint
Everything in this category is regulated. Forms collect health information, which rules out standard pixel tracking on the pages that matter most commercially. Personalised advertising rules restrict targeting by health condition, and prescription advertising requires certification. The measurement model had to be rebuilt before any acquisition work could run.
What we would do differently
Settle the compliant tracking build before writing a line of content. The content programme was ready weeks before we could measure what it produced, which made the early reporting far weaker than the work was.