Digital Marketing & e-Commerce

Digital Marketing is now considered by many Consumer Healthcare players to be the most important way to engage with consumers and healthcare professionals. As a means of influencing brand choice, digital marketing is rapidly usurping more traditional media such as TV and print, with a rise in the use of social media platforms, blogging, online video content, etc. The importance of social media in influencing consumer purchases and the wealth of knowledge available to consumers online to make increasingly informed choices (including ease of price comparison) are evolving the way consumers purchase and interact with brands.

e-Commerce is currently the most dynamic channel in the CHC industry, accounting for 9% of all CHC sales globally, a share expected to rise to 16% in the next ten years. Already hugely important in the major markets of China, USA, Japan and Germany, online healthcare sales are expanding rapidly in all markets where permitted. Rapid e-Commerce expansion is fuelled by online discounting, the emergence of high-speed mobile data, and increasingly secure and speedy payment methods, all of which are leading consumers to embrace the convenience of purchasing healthcare products online.

This all-new report from Nicholas Hall will take a dive into the world of e-Commerce and Digital Marketing, profiling key players and brands, assessing strategies, developments and regulations, and looking to the future. In doing so, the report will endeavour to address burning questions like:

• How large is the current online market for consumer health brands, how fast is it growing and which markets and brands are driving growth? How big can it become in the next decade?
• Which CH brands are employing effective digital marketing strategies, and what can be learned from the best examples?
• Are the leading OTC marketers investing in e-Commerce? Do they have online platforms for their brands?
• How are the major online retailers like Amazon, Tmall and Flipkart affecting the healthcare market?
• How important is social media? What role do consumer influencers play?
• What is the regulatory framework and how does it differ from market to market?
• What can be sold and who can sell online?
• How does e-Pharmacy fit into the picture and what are the opportunities & challenges?

Table of Contents

Introduction

Digital marketing

• Overview
• The importance of Digital - Nicholas Hall's View
• GSK shows commitment to digital
• Dissenting voices
• Social media
• Mucinex case study
• Advil case study
• SmartyPants case study
• Tylenol case study
• Emergen-C case study
• Centrum case study
• Consumer influencers
• C&C by Clean & Clear case study
• Olly case study
• Paid search
• Clearblue case study
• BabyCenter case study
• Direct to consumer or third party seller?
• Kindra case study
• Proactiv case study
• Swisse case study
• Viewability
• Apps
• Digital strategies of the OTC Top 10
  • GSK / Pfizer
  • J&J
  • Sanofi
  • Bayer
  • RB
  • P&G
  • Taisho
  • Takeda
  • Novartis
  • China Resources 999
• Key lessons

e-Commerce

• Overview
• Types of e-Commerce
• Virtual assistants
• Conversational commerce / Chatbots
• Global consumer health market
• e-Commerce markets
  • China
  • Japan
  • Australia
  • India
  • USA
  • Germany
  • UK
  • Rest of Europe
  • Brazil
  • Mexico
• Leading marketers
• Leading brands
• Leading e-Commerce brands
  • Puritan's Pride
  • Swanson
  • Swisse
  • Blackmores
  • Fancl
  • Blueberry Eye
  • By-Health
  • Healthy Directions
  • Kobayashi
• Direct-to-consumer brands
• e-Commerce regulations
  • USA
  • Japan
  • China
  • India
  • Australia
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Poland
  • Russia
  • Brazil
  • Mexico
  • Advertising
• Retailer profiles
  • Flipkart
  • Alibaba Group
  • Tmall
  • Kaola
  • Amazon
• OTC brands on Amazon
  • Advil
  • Little Remedies
  • Mucinex
  • Sea-Band
  • Dulcolax
  • Aveeno

e-Pharmacy

• Overview
• Regulatory overview of key markets
• Snapshot of digital health in the USA
• Walmart
• Amazon
• Snapshot of digital health in the UK
• Boots Online
• Uwell
• e-Health services in China
• Other partnerships in Asia
• Kimia Farma
• Medlife
• a:care
• Other e-Health activity in India
• Australia's "digital transformation"
• Outlook

Conclusion

• Forecasts for e-Commerce
• Key lessons & opportunities