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Case Studies

Pill Pack:

PillPack is an online pharmacy that specialises in delivering medication to people with chronic conditions. The company uses advanced technology to sort and package medications into individual packets, making it easier for patients to manage their prescriptions. Customers can order their medications online and have them delivered directly to their homes.


Since its founding, PillPack has experienced explosive growth. In just five years, the company went from zero to over $100 million in annual revenue. By 2018, the company had over 1,000 employees and was delivering medication to customers in 49 states. When Amazon acquired PillPack, it was widely seen as a major disruption to the pharmacy industry and a sign of the growing importance of online pharmacies.

PillPack’s success can be attributed to a number of factors, including its innovative technology, its focus on customer convenience, and its ability to streamline the prescription management process. By tapping into the online market and leveraging technology, PillPack was able to offer a unique value proposition to customers and build a loyal customer base.

Strategies used by Pillback

Search Engine Optimization (SEO):

PillPack invested heavily in SEO to ensure that its website would rank highly in search engine results pages (SERPs) for relevant keywords. This involved optimizing the website’s content, meta tags, and other on-page elements, as well as building high-quality backlinks from other websites.

Social Media Advertising:

PillPack used social media platforms like Facebook and Twitter to advertise its services and engage with customers. The company created targeted ads that would reach people who were likely to be interested in its services, based on factors like age, location, and health conditions.

Email Marketing:

PillPack used email marketing to stay in touch with its customers and promote its services. The company sent out regular newsletters and promotional emails that highlighted new features, special offers, and other important information.

Influencer Marketing:

PillPack partnered with influencers in the healthcare space to help promote its services and reach new audiences. These influencers included doctors, nurses, and patient advocates who could speak to the benefits of using PillPack for prescription management.

Statistics on the online growth achieved by PillPack:

Revenue Growth:

PillPack’s revenue grew from $4 million in 2014 to over $100 million in 2017, a CAGR (compound annual growth rate) of over 250%.

Customer Growth:

By 2018, PillPack was delivering medications to customers in 49 states across the US, and the company had served over 50,000 customers.

Employee Growth:

PillPack started with just a handful of employees in 2013, but by 2018 the company had over 1,000 employees working across several locations in the US.

Acquisition by Amazon:

In June 2018, Amazon acquired PillPack for a reported $753 million, which was seen as a major validation of the company’s growth and success in the online pharmacy space.

Industry Impact:

PillPack’s success has had a significant impact on the pharmacy industry, as more and more traditional pharmacies are now investing in online services and digital technology to compete with companies like PillPack.

By leveraging these and other online strategies, Roman was able to build a strong brand and attract a loyal customer base. The company's success is a testament to the power of online marketing for growing a business in today's digital age.