AmerisourceBergen provides pharmaceutical products, value-driving services, and business solutions that improve access to care.
We had to build trust with and convey AmerisourceBergen’s value to independent community-pharmacy clients and prospective clients. Many of these small pharmacies were struggling to keep up with industry trends and retain their own clients in a competitive marketplace, and they needed to differentiate themselves through customer service and relationships.
We recognized that AmerisourceBergen had the resources to help these small, community-owned pharmacies not only from a distribution standpoint but also through personalized business coaching. So, we created a content program targeted to Good Neighbor Pharmacy, AmerisourceBergen’s network of more than 4,600 independent community pharmacies. These blogs and infographics were anchored by business tips from experts at AmerisourceBergen, and the result was a network of content that provided applicable tips to help them build their digital presence, develop strong marketing tactics, improve patient adherence, and increase revenue.
Traffic to pharmacy-specific articles increased by 72 percent in 2017, after the launch of the content program. Articles published between July and September saw a 315 percent increase from the previous year. Overall, pharmacy-specific articles had 80 percent higher traffic than other site categories from July to September.
Additionally, KnowledgeDriven, the site that hosted the content program, saw 41,989 visitors in 2017, resulting in 21,890 pageviews on pharmacy articles.