Clark’s Compounding Pharmacy provides vital services to the Ohio physicians, veterinarians and their patients who need unique, quality solutions outside the standard box. They needed a website that reflects and connects their compounding pharmacy to their more widely known retail chain’s brand – while maintaining its own flavor. Patients don’t always know why they are being directed to a pharmacy outside their neighborhood or town. The site needed to be clean, easily navigated by each audience with content-focused on helping them understand: 1) what is “compounding” 2) why and when this might be important to them and 3) how their quality (reflected by accreditation, history and team) makes them uniquely able to help their customers.
Of equal importance – they wanted the coveted #1 spot on Google for “Compounding lab.” In the competitive healthcare space, this was going to be a challenge. But with the right skills and right approach, we were convinced it was possible.
A feature and functionality-rich CMS that was built with SEO in mind. Compounding labs can be confusing, so we needed a brand/ voice that resonated with consumers, and not medical scientists. We needed to remove any confusion, and talk about the benefits of a compounding lab, and how there are many ‘outside the box’ ways to approach medical ailments and needs. One of the most important and challenging objectives was being first on Google’s search results. Tasks like this are a marathon, and not a sprint. However, with our approach – they have the first ranking.
The site/ CMS was the easy part. We built a platform for content that could be easily managed and maintained, so we had the base of the solution ready to rock. Once that was complete, we did some fresh competitive analysis on top ranking labs to understand their strategies. What was working? What wasn’t? We needed to understand their off-page SEO, as well as take a deep look at their content. We also took a keen look at local SEO, and how that was a major deciding factor in the rankings. As mentioned above – this was a marathon, and not a sprint, which all key stakeholders expected. It was a four-month endeavor, and the end result was exactly what we wanted to accomplish.