Case Study:
Oxford Online Pharmacy Digital PR Case Study
Multi-faceted Digital PR strategy
Client
Oxford Online Pharmacy is a family-owned pharmacy, originally founded in 1925.
The fully registered pharmacy specialises in providing weight loss, hair loss and erectile dysfunction treatments, as well as other prescription medications.
Its number one priority is patient safety, and the company prides itself on being at the forefront of developments in online dispensing, combining the old-fashioned values of customer service, expert advice, and determination to help.
It wants every patient to have the best user experience and be safe in the knowledge that they are dealing with a trusted source.
The Brief
Oxford Online Pharmacy approached Screaming Frog in 2024, seeking Digital PR support to build brand awareness and trust among target audiences within the competitive ePharmacy market.
Our objective was to gain relevant and high-authority media coverage, with a focus on backlinks, to increase its referring domains, support organic visibility and build topical authority for its key commercial focuses.
Our Strategy
To achieve our goals, we delivered a multi-faceted Digital PR strategy, consisting of data-led hero content campaigns, planned consumer advice guides, thought leadership and ‘always-on’ reactive PR activity, positioning Oxford Online Pharmacy as trusted experts in health and wellbeing.
Our content ideation process was aligned with its key topical pillars, social media trends, and AI-assisted news and Subreddit monitoring.
Hero content campaigns centred on mass-interest topics and provided journalists with unique data insights, driving brand awareness and backlinks at scale, while expanding the types of publications we could target. We combined internal data with findings from consumer surveys and trusted external data sources to create informative, genuinely useful content with visual assets which were published onsite as an optimised informational blog page.
Campaigns like “The black market for prescription medicine”, “The UK’s most sexually embarrassed cities” and “Steroid use by male gym-goers” allowed us to target all three priority commercial focuses and generate a broad range of media angles, and provided us with unique owned data that we could outreach around various ‘winnable moments’ throughout the year via different types of PR activity, including B2B thought leadership.
Planned consumer advice guides helped position Oxford Online Pharmacy’s clinical pharmacist as a trusted expert in the media across weight loss, hair loss, and erectile dysfunction topics, building deep links to commercially important pages.
Meanwhile, reactive PR commentary linked to wider lifestyle and social media trends kept Oxford Online Pharmacy in the media consistently between planned campaigns.
It’s a pleasure working with Screaming Frog. The quality of their digital PR work has consistently been excellent, from ideation through to delivery, and always thoughtfully aligned with our brand and audience. They are collaborative and responsive as a team, and the standard of content they produce is exceptionally high. We appreciate the way they’ve handled more sensitive or complex health topics with balance and good judgement. I genuinely couldn’t speak more highly of them.
Kiran Jones
Clinical Pharmacist
Featured In...
Below is a small selection of the high-quality and relevant earned media coverage our Digital PR campaign secured.
YoY Organic Visibility
+70%
YoY Referring Domains
+133%
Pieces of Coverage
392
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