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How to optimize your digital visibility in a growing market?
The French parapharmacy market is projected to reach €6 billion in 2025, with an annual growth rate of 5% since 2020. In this highly competitive environment, brands must deploy innovative pharmaceutical digital marketing media strategies to stand out from historical players and DNVBs (Digital Native Vertical Brands) that excel on emerging digital platforms.
Parapharmaceutical distribution: the dual challenge of sell-in and sell-out
The parapharmaceutical distribution network relies on a multitude of independent players, creating two major strategic challenges in pharmaceutical digital marketing:
- Optimizing sell-in: maintaining top-of-mind awareness among pharmacists to maximize in-store listings.
- Boosting sell-out: increasing brand awareness and driving conversions among end consumers.
"At Biggie, we offer an agile, omnichannel model tailored to the evolving consumer journey. The traditional linear conversion model has vanished, giving way to a fragmented path shaped by multiple touch points: ads, pharmacist recommendations, word of mouth, and social media influence."
Amélie Refour - Industry Manager Health & Beauty
1/ Targeting and influence: activating data to optimize parapharmacy campaigns
A high-performance media strategy for pharmaceutical digital marketing relies on precise knowledge of target audiences. Our advanced segmentation tools enable us to identify qualified audiences and create personas based on behavioral and media consumption data.
Influence: a lever of trust for beauty and wellness products
In the digital world, influence marketing is a key recommendation lever. In parapharmacy, it creates a synergy between the influencer's image and the brand's DNA, boosting audience engagement.
Pharmacists: strategic prescribers in the parapharmaceutical sector
As trusted advisors, pharmacists play a decisive role in the purchase journey. Investing in professional media and press relations helps position the brand as a reference in their eyes within a pharmaceutical digital marketing approach.
2/ Digital : capitalizing on TikTok Shop and immersive e-commerce
TikTok Shop: conversion catalyst for parapharmacy
Launched in France on March 31, 2025, TikTok Shop offers an intuitive, immersive and social shopping experience to over 25 million users. For beauty and wellness brands, it's a strategic pharmaceutical digital marketing lever for :
- Shortening the customer journey
- Enabling instant conversion
- Accurately measuring performance
3/ Natural referencing: optimizing SEO on new platforms
An SEO strategy tailored to new search practices is essential for maintaining organic visibility on queries related to beauty care and parapharmacy products within the framework of pharmaceutical digital marketing.
Generative AI: a new positioning opportunity for brands
Appearing in generative AI responses is becoming a key challenge. Biggie offers a dedicated tool to understand which sources are referenced by AIs and to enhance the native visibility of your content.
Social Search: TikTok becomes a beauty search engine
64%of Gen Z users search for products on TikTok. This positions social search as a powerful acquisition channel, especially for parapharmacy beauty and wellness brands seeking to strengthen their pharmaceutical digital marketing.
4/ Advanced personalization: activating DCO for dermocosmetics
Dynamic Creative Optimization (DCO) allows tailored ad messaging based on context :
- Weather-based DCO: showcasing sunscreen or anti-pollution mist based on weather
- Geolocated DCO: personalizing messages according to local offers
- Drive-to-store DCO: generating traffic to partner stores
Biggie, your strategic partner for the parapharmacy sector
At Biggie, we support you with a tailored approach focused on media performance and digital growth within the pharmaceutical digital marketing framework.
Our experts help you :
- Optimize your cross-channel visibility
- Personalize your campaigns contextually
- Leverage new search channels
- Maximize your marketing ROI
Contact us to turn your media strategy into a growth driver in 2025.
FAQ - Most frequently asked questions about Performance Marketing
1. How to promote a parapharmacy brand?
To raise brand awareness in the parapharmacy sector, it's essential to combine influence marketing, targeted digital advertising and in-store visibility. Pharmaceutical digital marketing relies on social networks, drive-to-store campaigns and professional media to reach both pharmacists and end-consumers, while reinforcing product awareness.
2. What is pharmaceutical digital marketing?
Pharmaceutical digital marketing encompasses all digital channels used to promote health, beauty, or wellness products. It includes SEO, advertising campaigns, influence marketing, social commerce, and DCO, while respecting the specific regulatory requirements and distribution channels of the pharmaceutical sector, in particular pharmacies and parapharmacies.
3. How can a beauty product gain visibility in pharmacies?
To improve the visibility of a beauty product in pharmacies, one needs to combine a strong in-store presence (sell-in) with digital campaigns (sell-out). This includes actions such as SEO, targeted influence, geolocated DCO or pharmacist recommendations. This omnichannel approach boosts awareness and conversion in an often fragmented customer journey.
4. Why is TikTok relevant for parapharmacy brands?
TikTok offers strategic potential through social commerce. With TikTok Shop, brands deliver immersive shopping experiences, engage younger audiences, and drive fast conversions. It's a powerful channel for awareness and engagement-focused pharmaceutical digital marketing campaigns.
5. Which digital levers to use for a parapharmacy campaign?
A digital parapharmacy campaign can be based on several levers: SEA, SEO, influence marketing, TikTok Shop, DCO, and retail media. The goal is to align online activation with in-store conversions. Pharmaceutical digital marketing enables precise performance tracking while adapting messages to context and audience.
