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PHARMA.biz Showcase
PHARMA.biz shows best practice
examples how to do striking pharmaceutical marketing with suitable
domain names. A very good website for this is
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www.heartburn.com -
GlaxoSmithKline
GlaxoSmithKline is a clear leader in the use of generic
keyword domain names like asthma.com, depression.com,
osteoporosis.com or
heartburn.com.
Their keyword domain names catch all the URL type-ins
and catch a lot of users from search engines because of
the keyword term and its likelyhood to be ranked in top
search engine positions.
Congratulations GlaxoSmithKline e-Marketing Team! |
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There are several success factors for a
striking online marketing campaign related to domain names. The
ideal combination of domain names for a campaign for a heartburn
product should be at least:
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Keyword
Generic website “www.heartburn.com” - Catches all the URL
type-ins + catches a lot of users from search engines because of
the keyword term and its likelyhood to be ranked in top search
engine positions
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Slogan
Advertising slogan website “www.purple-pill.com” - Catches users
which remember the slogan from a DTC advertising
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Brand
Branded website “www.nexium.com” - Catches users which remember
the brand from a DTC advertising
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Phrase
Some generic keyword phrases websites like
“www.acidrefluxdisease.com” – They catch users with related
conditions and those who name the disease in a different way
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Misspelling
Wrong spellings of a brand name or disease are more frequent
than someone my think. “www.nexum.com”, “www.heart-burn.com”, or
“www.purpelpill.com” are domain names to be considered
Depending on the marketing strategy not
all of these 5 domain name types will have the same weight in the
marketing mix. For instance an US direct-to-consumer (DTC) marketing
strategy focussing on brand awareness may use “www.nexium.com” as
the leading domain name while in the UK and other European countries
a disease awareness strategy targeting consumers and patients may
focus on “www.heartburn.com”. In these cases the other related
domain names may be used as traffic catchers to your main domain
name.
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