The content marketing strategy for a $15B drug card company

September 14, 2021
Mozzi

Companies like GoodRx, Singlecare, and WellRx offer us a unique deal: save on prescriptions by using our discount card. Prescription drug prices are not regulated in the U.S. and millions are uninsured or are not covered for medications prescribed to them, so using one of these drug cards can save people money. While these companies advertise on many mediums, this particular market is heavily organic-search dependent

GoodRx is the leader in the market and worth $15B at the time of writing.

Above is the estimated traffic data from SEMrush's database since January 2012. GoodRx is seeing roughly 15 millions visits per month, and the below data from Similarweb shows us a large portion of traffic coming from organic search.

What did they do right?

Intent-oriented content

GoodRx's intent content, targeting keyphrases like "prozac coupon" and "prozac price" are well optimized for all keywords, and aim to bring as much value to the table as possible. Prices by pharmacy chain, drug dosages, general drug information, and side effects all make the page more useful to the user. While these are intent-oriented keywords, the content is still giving as much information as possible.

Information-oriented content

While content on your intent pages is necessary, websites still need to build industry-related libraries of content based on informational keyphrases. GoodRx's blog pages are all medication-related and they have a lot of them

SEMrush organic research for goodrx.com/blog/

According to their sitemap, they have 2,790 pieces of content in the /blog/ directory at the time of writing.

So was it volume that made their content strategy successful? In part, but the content itself has to be good.

GoodRx targets popular and long-tail keywords focused around drugs and prescriptions to build relevance in their market and in the eyes of Google. Each article is generally either written or endorsed by an expert.

https://www.goodrx.com/blog/advil-vs-excedrin-for-migraines-which-works-better/

Their content is thorough and detailed, answering at least 10 different questions one might have if they searched "can you take excedrin and tylenol together".

https://www.goodrx.com/blog/advil-vs-excedrin-for-migraines-which-works-better/

Not only is it thorough, the content is formatted into bullet points, tables, and short structured sentences that get to the point. We also see best practices like internal linking, external linking, and conversion points at the bottom of the page.

Not only do they have a large library of generalized blog content, but they also have a database of pharmacy information. These pharmacy information pages also rank for higher intent keywords.

What did it take?

Experts, content writers, SEOs, and a significant amount of resources to build libraries of content over 5 years. GoodRx will undoubtedly continue to grow libraries of content around drugs and their prices that the end users are happy to see on the first page of Google.

Learning from the $15B drug card content strategy

GoodRx proved that to be #1 in a competitive search-dominated market, you need a large volume of useful, thorough, and diverse content. And time.

  • Useful: Answers the user's query correctly and succinctly in a categorical manner
  • Thorough: Provides more information than technically necessary and expands into related information
  • Diverse: Uses different phrasings, explanations, and mediums to display the content to the user

We love researching types of content and information that are important to unique markets. What's yours?

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