The evolution of brand-to-consumer engagement
An insight into the future of healthcare eCommerce and women’s health.
by Jess Walmsley
The landscape of healthcare product promotion and distribution has experienced significant shifts over the years, driven by technological advancements, shifting consumer behaviors, and evolving business strategies. This evolution has revolutionised how businesses connect with their target audiences, creating new opportunities and challenges in the process. While core practices related to compliance and governance have remained persistent, the methods of consumer engagement, information distribution, and product accessibility have evolved drastically, with a noticeable impact on ‘taboo products’ and women's health.
The rise of the digital age
One of the most notable changes in modern product-to-consumer engagement is the rise of digital platforms and social media. With the proliferation of smartphones and the ubiquity of internet access, brands now have unprecedented access to potential consumers across the globe. Social media platforms like Facebook, Instagram, Twitter, and TikTok have become essential tools for engagement, enabling brands to directly interact with their audience in real-time, share content, and gather valuable feedback. Additionally, the modern consumer demands a higher level of authenticity and transparency from brands than ever before.
Online pharmacy services and products have gained prominence, mirroring the functions of their traditional brick-and-mortar counterparts. Brands are increasingly focused on educating their consumers, and with studies from the Women’s Health survey suggesting that the second most likely source for health information is Google search (71%), behind family or friends (74%), the fight for brands to secure the top spot in search results intensifies. Particularly for Women’s Health, certain topics have been shrouded in taboos, resulting in an environment where open conversations are suppressed. This, in turn, affects the way these products are marketed and sold. Consumers seeking these items are turning to the internet, and in particular, information on branded websites that they can trust.
eCommerce’s future in a developing environment
By providing accurate information about health issues, health related topics, products, and benefits, brands can empower consumers to make more informed decisions in the privacy of their digital space. But is it worth investing a significant amount in marketing, educating consumers, and directing traffic to your branded website, only to then ultimately guide the consumer to another platform for the actual purchase? This means losing valuable data, analytics, and financial resources in the process.
Elevate the direct-to-consumer model with a brand-to-consumer approach.
The answer remains simple: shift the direct-to-consumer model, to one that is brand-to-consumer focused. Creating a shift in the purchase journey enables brands to bridge the gap between information dissemination and product purchase. This can be achieved by creating a one-stop destination for both learning and purchase, rather than pushing the consumer away to another purchase channel.
In conclusion, the healthcare industry's evolution towards digital channels brings with it a unique set of challenges and opportunities, particularly in the realm of women's health and taboo products. To revolutionise the purchase journey and foster open conversations, brands must leverage their online presence as educational platforms and seamless shopping hubs. As Precision continues to champion this transformative approach with leading women’s healthcare brands, ellaOne and Hana, the trajectory of women's health and taboo products is poised to shift towards empowerment, education, and liberation from long-standing taboos.
Precision Marketing Group Ltd.