Oral Health Care Websites and Online Marketing - Oralink Health
The Ora range of natural oral care products is the brainchild of Johannesburg dentist Trevor Wasserman. When he and Ayala (his wife) approached Fractal Marketing, I had no idea how competitive the oral health online marketing was. Not until I did my research. All I knew at the time, was that their current website was not optimised at all. Also, it was all written in HTML - so very difficult to update.
- Research - a comprehensive online Competitor Analysis to reveal strengths and weaknesses in the online competitor landscape. This is my preferred modus operandi before crafting any online marketing strategy.
- Among the many oral health care websites we looked at, Oralink Health needed a complete rebuild to compete - so I installed my preferred CMS, Wordpress. Then I installed a premium theme - and added a blog - all easy enough to do with WordPress.
- Next was to plug in all relevant social media accounts - facebook, Google+ (yes I did too!) and Instagram.
- I then pointed all domain emails away from the server to Google my Business so that emails are unhampered from anything that could happen to the website - like server downtime. That way, company emails are unaffected. I highly recommend this for all my clients. Plus, setting up a google account in your email client is much easier (in my experience). The added benefits of this paid service is access to GDrive (cloud storage) and a polished email experience within your browser.
Our goals for Oralink's Oral Health Online Marketing
This is a difficult one. Oralink supply wholesale to retail pharmacies and outlets - some of which have their own online channels - even eCommerce. And they've been promoting Oralink products for a long time. In a sense, we may be competing with our own products. Tricky. But since our overall goal is to become the de facto channel to learn about the Ora range, we are optimising the site to that end. And we added an eCommerce store.
Work on the site is ongoing.