The goal of DrugStoreNews.com was to achieve a crisp, highly visual, responsive design with more video and media components to strengthen engagement with audiences across all devices. The target audience for the site is leaders and decision makers in the chain retail drug channel. Readership includes corporate retail headquarter executives, buyers, suppliers, marketers, service providers and other trading partners in pharmaceuticals, OTC, beauty, general merchandise/consumables and technology.
The strategy was to provide a seamless user engagement across all devices and solidify a digital-first strategy for news reporting. They also focused on enhancing the content experiences with bolder visuals, video, slideshow and audio Q&As. There was also a focus on streamlining categories for intuitive navigation to topics of interest while still providing unique and high-impact native advertising and sponsored content opportunities for advertisers aligned with their editorial content. Overall, the site has seen a 40% increase in mobile sessions as a result of these efforts.