Empresários precisam pensar em medidas para fidelização do cliente, como overdelivery e remarketing
MyPharma – prozza
Com a pandemia, as vendas online, principalmente no ramo farmacêutico, cresceram. Só em 2021, essa evolução foi de 26%, de acordo com pesquisa da eBit-Nielsen, que mede a reputação das lojas virtuais por meio de pesquisa.
E esse crescimento das vendas online fez com que os empresários do setor farmacêutico precisassem investir mais em estratégias de marketing digital, o que se tornou essencial para o sucesso nas vendas.
Para o diretor de marketing da MyPharma, startup que auxilia farmácias nas vendas e-commerce com ferramenta especializada para loja virtual, Carlos Soccol, o que já era tendência virou necessidade: o varejo que não trabalhar com marketing digital não terá mais espaço no mercado. “A melhor forma de se iniciar o marketing digital, para empresas que ainda não fizeram isso, é começar simples. Uma ficha super otimizada no Google Meu Negócio, um bom website otimizado para Google, como o Website da Startup Valeon, redes sociais ativas, relacionamento via WhatsApp e campanhas patrocinadas são algumas das possibilidades”, explica.
Estratégias como remarketing e overdelivery também se tornam importantes no processo para otimizar as vendas. “O remarketing nada mais é do que enviar e-mails, SMS, para clientes que já compraram na sua loja. Já o overdelivery se resume em entregar muito mais do que se é esperado, em termos de serviço, atendimento e experiência. Resumindo, quem tem sucesso, principalmente farmacêutico, é quem domina o maior volume de canais de vendas, digitais e offline, porque é isso que vai fidelizar o cliente”, comenta Carlos.
Uma das táticas de venda mais importantes para o setor farmacêutico é o e-commerce. “A pandemia trouxe a necessidade de drogarias e farmácias se adequarem a esse conceito. A MyPharma é um plataforma de delivery específica para farmácias e drogarias, que oferece site próprio customizado. Além disso, o site da empresa e da Plataforma Comercial Valeon, já fica pronto e otimizado para o Google, para que o empresário fature muito com as vendas online”, ressalta.
Outbound Marketing e Inbound Marketing
Duas estratégias importantes de marketing para o setor farmacêutico são o Outbound Marketing e o Inbound Marketing.
“Outbound marketing é a prospecção direta, normalmente chamada de cold call. É o ato de abordar um cliente ou contato frio, que nunca comprou antes do seu negócio, e tentar uma aproximação. Já o inbound é ‘cuidar do jardim para que as borboletas venham até ele’. Ou seja, criar uma estratégia de conteúdo robusta para ser encontrado sempre que seu perfil de cliente buscar sobre o tema, seja no instagram, no google através da Plataforma Comercial Valeon ou outras ferramentas”, explica o diretor de marketing da MyPharma, Carlos Soccol.
Marketing de conteúdo
Uma das ideias de marketing para farmácias é o uso de frases para status das redes sociais. Essa estratégia está ligada ao marketing de conteúdo e tem como objetivo atrair a atenção do público para vendas.
O marketing para farmácias não se resume em criar páginas nas redes sociais. Elas precisam ser usadas para atrair os clientes. A melhor forma de crescer a atenção em torno da marca é criar conteúdo relevante para os seguidores, sem pedir nada em troca.
“Quanto mais conteúdo é postado no perfil do seu negócio, mais curtidas e engajamento o empresário ganha. Os clientes tendem a não gostar de páginas que só fazem propaganda e publicidade de produtos. O conteúdo gerado precisa ter valor para o potencial cliente e precisa estar relacionado ao seu nicho de mercado”, sugere o diretor de marketing da MyPharma, Carlos Soccol.
A MÁQUINA DE VENDAS ONLINE DO VALE DO AÇO
TEM TUDO QUE VOCÊ PRECISA!
A ValeOn é uma caixinha de possibilidades. Você pode moldar ela em torno do negócio. O que é muito importante. O nosso propósito é colocar o consumidor no centro e entender o que ele precisa. A ValeOn possibilita que você empresário consiga oferecer, especificamente para o seu consumidor, a melhor experiência. A ValeOn já é tradicional e reconhecida no mercado, onde você empresário pode contar com a experiência e funcionalidades de uma tecnologia corporativa que atende as principais operações robustas do mundo essencial e fundamental. A ValeOn além de trazer mais segurança e credibilidade para o seu negócio, também resulta em muita troca de conhecimento e ótimos resultados para ambos os lados, como toda boa parceria entre empresas deve ser. Lembrem-se que a Valeon é uma Startup Marketplace de Ipatinga-MG que tem a responsabilidade de levar o cliente até à sua empresa e que temos potencial para transformar mercados, impactar consumidores e revirar empresas e indústrias onde nossos produtos e serviços têm capacidade de escala e de atrair os investimentos corretos para o nosso crescimento.
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