E-commerce Marketing

Influence of E-commerce on the Healthcare Industry

The growing popularity of visionary manufacturers that sell directly to consumers has made waves within the healthcare industry. Wellness marketplaces and online pharmacies in India have been steadily evolving over the years. With consumer interest in D2C digital health soaring and new telehealth startups launching every month, exciting movements are…

By Shrishti Jain
May 20, 2022

The growing popularity of visionary manufacturers that sell directly to consumers has made waves within the healthcare industry. Wellness marketplaces and online pharmacies in India have been steadily evolving over the years. With consumer interest in D2C digital health soaring and new telehealth startups launching every month, exciting movements are to track. We’re highlighting some of the most innovative ways. For example, E-commerce healthcare companies are offering virtual health services.

Impact of E-commerce on Healthcare Providers

New Age of Consumerism

The recent rise in GDP and yearning for basic healthcare amenities among the population has helped and allowed e-tailing players in healthcare to dive in for the opportunities present for them in the sector. Moving from patient records to “Health Biographies”, we will see a change in cyber physicians detecting changes through sensors. This will encourage swift preventive measures of treatments. The control has shifted from sellers to consumers, forcing e-tailers to work on improving customer experience through facilities like same-day delivery and direct-to-door supplies, along with chat services and real-time patient support to ensure they derive better value. Fascinatingly, telemedicine can be combined with pharmaceutical E-commerce to deliver a smooth patient experience. Patients can chat with a physician/doctor about their symptoms, get diagnosed, and receive medication, all within a few hours.

Ideal for D2C Brands

When D2C brands invest in creating online communities, they emanate and establish themselves as understanding, customer-centric companies focusing on holistic practices, not just sales. By customising acquisition strategies, care delivery approaches, and payment models to fit the varying needs of consumers, D2C companies have successfully captured a broader consumer base. Brands can deliver relevant educational materials through push notifications or alerts based on user actions or in-the-moment biometrics. This one-to-one approach provides the personalised care that consumers demand from all companies they engage with. In addition, D2C brands can fill the ‘instant everything’ mentality that consumers have become accustomed to thanks to E-commerce, a convenience that more traditional healthcare providers may not offer.

The Winning Approach

Taking a holistic look at the industry, healthcare E-commerce is poised for an exciting period of exploding growth. This is envisioned to lead to substantial investments in supporting infrastructure and game-changing business models. Features like video conferencing, telemedicine, online consultancy, and elderly and palliative caregivers are some new opportunities/innovations changing the entire healthcare industry in India. Focus on analytics and vital metrics like click-through rate on campaigns and conversion indicating the location of the majority of the traffic and sales will help e-tailers gain better and deeper insights. To make the best of such an opportune time, Flipkart tied up with E-pharmacy leader 1mg to distribute medicines. Amazon applied for licences and began a pilot project within Bengaluru.

High Calibre Collaborations

D2C brands should look to establish a dynamic online community where customers can discuss their health journeys and solicit support and advice from peers in a safe atmosphere. Sites must have a short server load time and feature easy navigation and menus throughout. Furthermore, the site should adequately represent its dedication to and specialities in patient care. Like the ease of doing business is deeply connected to the easy access & availability of permits without running around, digital marketing in healthcare has chosen one-stop solution providers to emerge as the frontrunners. Digital health companies acquire consumers through key stakeholder channels like health systems, payers, pharma, or employers. Through these partnerships, they gain access to consumers by directly marketing to the organisation’s patients, members, or employees.

Healthtech in India

Technology-infused tools are being integrated with digital marketing in healthcare experience to resolve two key trouble spots in the industry: quality and efficiency. The healthtech industry is currently led by players like PharmEasy, Reliance-backed Netmeds, Tata group-backed 1mg, Medlife, and MediBuddy, among others. By personalising everything from insurance payments to diets & sleep patterns, healthtech companies amplify human health and reduce unnecessary strain on the industry. According to a Mckinsey report, India could save up to $10 Bn in 2025 by using telemedicine instead of in-person doctor consultations. Prominent telemedicine startups in India include Practo, MFine, Lybrate, and DocsApp.

Prescribe For Growth

Healthcare E-commerce is an effect of digital transformation of our image of traditional healthcare. In addition to growing accessibility, E-commerce in healthcare can boost efficiency, lower costs, and ultimately lead to happier and healthier patients. With an increasing number of people around the world showing interest in marketing ideas and developments that will enhance health and fitness, it becomes crucial to measure the success and benefits associated with E-commerce in the wellness sector. Thus, as with any new innovation, healthcare E-commerce is an undeniably good force that must be used with clever and imaginative thinking.