Medicinewala: Way forward

7 questions:

1. Where do we come from? 2. Where do we want to go?

3. Who are we talking to? 4. What do we have to tell them?

5. How do we tell? 6. Where and when do we tell?

1. Where do we come from?

We are Medicinewala-Your Medicine Delivery Mechanism

Medicinewala has recently entered the service industry with pharmaceutical e-commerce.

It believes in serving customers with a never before experience in the world of online pharmacy.

It aims to be a responsive round-the-clock pharmacy retailer for prospective customers.

2. Where do we want to go?

A service holds the potential to turn into a brand

The focus now is to create a prominent footprint in the Calcutta market.

The road forward

Taking the audience into confidence about the quality of the medicines & the benefits of the services.

3. Who are we talking to?

Primary Target Group

NRIs based out of Kolkata who have family in the city

Aged people who find it difficult to visit pharmacies

Gen Now that does not have the time to visit pharmacies

Their media consumption pattern:

Online: Out of India’s 75% online generation, 39% are between the age of 25-34 yrs.

6% are between the age of 45-54 yrs. 3% are 55+ yrs.

All of them are on the net and consume online content.

4. What do we have to tell them?

Our proposition:

Medicinewala is the one-stop solution when it comes to medicine delivered at your doorstep.

Your job ends at sending us the prescription. The rest of the headache is ours till the medicine reaches your doorstep and the bills on your e-mail id.

Policies:

Designing a digital & social media policy is what we would do at the very first instance. For ex.

What would our digital media communications claim? What are the staffs allowed to say on social media? What is acceptable and unacceptable?

Having a social media policy provides security for staff (they know what they are allowed to do),

but also prevents the need to discuss every tweet before it is posted.

Other policies could include: Accessibility – who will have access to the page Content removal – who will monitor the content

Writing style – What will be the tone, and language? Design style – What would be the design pattern?

Crisis management – What if someone presses the panic button?

Prioritize:

The two most important priorities to set are business objectives and target audiences.

In an environment where fast decision making is crucial, outlining key priorities is so important.

Prioritizing the right target audience is all about the ideal set of audience for the brand. Prioritizing business objectives means selecting the right platforms accordingly.

5. How do we tell them that?

The Big Idea:

Selecting the central theme is always the important thing before starting off any communication.

In this case, Right Medicine at Discounted Price at Your Doorstep is the key theme our communication will revolve around.

The strategy would be to have a media mix of Digital Ads + Social Media Ads.

6. Where and How do we tell them that?

Communications framework: Digital Media

Current consumer behaviour: The TG needs to know about the brand and the service

Desired consumer behaviour: Medicinewalla becomes #1 in their wish list

Digital ads

1. Display Network Ads

For Retention

1. E-mailer

Communications framework: Social Media

Current consumer behaviour: The TG needs to know about the brand and the service

Desired consumer behaviour: Medicinewala becomes #1 in their wish list

Mixed social media platforms

1. facebook

2. twitter

Plus

Social Media ads

Video social media platforms

1. YouTube

Overview: Yearly activity

JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC

VARIOUS ACTIVATIONS THROUGHOUT THE YEAR

WORLD MENTAL HEALTH

DAY

WORLD AIDS DAY

IMA COMM.

SERVICES DAY

WORLD NO

TOBACCO DAY

DOCTOR’S DAY

WORLD HEALTH DAY

WORLD DIABETES

DAY

Approx budget:

Marcom Budget: INR 5Lac per month + taxes as applicable

FPS Service Fee: INR 1Lac per month + taxes as applicable

questions @famepersecond