Overview: Kenneth Kramm, founder and former CEO of FlavorX Inc. and owner of Center Pharmacy, a top pediatric pharmaceutical company, came to The Ocean Agency to develop an online marketing strategy for the veterinary branch of his family business, the Center Pet Pharmacy. Center Pet Pharmacy provides pet medicine and pet pharmaceuticals to veterinarians and pet owners across the United States. Kramm's main objective was to dramatically increase website traffic and build brand awareness in order to compete with the industry leading 1-800-PetMeds.
Challenge: To dramatically increase brand awareness, website traffic and online conversions. Kenny and the Center Pet Pharmacy team needed something more than a typical pharmacy website – they needed to develop a community focused on pet health and encourage their customers to join the conversation with them on their blog as well as on Twitter, Facebook, MySpace, and YouTube.
Solutions: First, we completely revamped Center Pet Pharmacy's existing Pay-Per-Click campaign and carefully picked out over a 1,000 new key phrases and created 100's of new ads in efforts to maximize conversions while minimizing cost-per-conversion. We also created an organic SEO strategy to drive CenterPetPharmacy.com to the top of the Google, Yahoo and MSN, targeting dozens of key phrases, ranging from highly competitive and popular terms such as "pet pharmacy" to more targeted terms focused on specific pet health issues and types of pets. In addition, we worked with the Center Pet Pharmacy team to develop branded social media profiles and build a powerful presence on popular networking sites such as Twitter, Facebook, and MySpace, allowing them to participate in the online conversation and communicate with their current and prospective customers in an authentic manner.
Results: The new search engine and interactive marketing campaign achieved early success by achieving page #1 rankings in Google.com for the popular key phrase searched over 15,000 times per month, "Pet Pharmacy". Moreover, CenterPetPharmacy.com now appears on page #1 for over 3,000 long tail key phrases, driving thousands of more focused visitors who are much more likely to convert into customers. In the first 2 ½ months of the 12 month campaign the centerpetpharmacy.com has seen its website traffic shoot from 2,000 visitors per month to over 10,000 visitors per month resulting in an incredible increase in website traffic and prescription request submissions. Our social media outreach efforts have resulted in a thriving, interactive community forming around the Center Pet brand, resulting in thousands of loyal repeat customers forming authentic relationships with the pharmacy and with each other.
