The Present Situation:
Have you noticed the now common vendors of multiple diseases healing wonder drugs have back pain as one of their default diseases?
They
are into something. Below are the average Google search numbers for phrases
tied to back pain in January 2024:
|
Phrase |
Average search numbers ( January 2024) |
|
back pain causes |
2400 |
|
causes of back pain |
2200 |
|
back pain |
1600 |
|
what causes back pain in females |
1500 |
|
lower back pain |
1300 |
|
causes of back pain in female |
1000 |
|
causes of lower back pain |
1000 |
|
back pain treatment |
800 |
|
lower back pain causes |
700 |
|
treatment of back pain |
600 |
|
can amoeba cause back pain |
600 |
|
back pain in men |
250 |
|
what causes lower back pain |
300 |
|
neck pain |
600 |
|
neck pain left side |
300 |
|
neck pain causes |
200 |
|
neck pain treatment |
200 |
|
Posture
corrector |
100 |
Where does the consumer go for solutions?
The Context
ü
Back,
neck pain, and poor posture can be caused by various factors, including
occupational hazards, natural causes, poor health habits, pregnancy, and other
illnesses and conditions.
ü
Medical
reports indicate that instances of back pain have been increasing, particularly
among individuals who spend long periods standing, such as teachers, or sitting
in poorly designed chairs, as is often the case with many office workers.
ü
These
pains can range from fleeting discomfort to chronic conditions.
ü
For
many first-time sufferers in urban centers, the internet serves as the primary
source of information. Others also seek quick solutions or preventive measures.
ü
In
addition to affecting personal well-being, back pain has a negative impact on
productivity, with individuals experiencing such pain often concerned about
potential impacts on their livelihoods.
ü
Poor
posture may result from the same causes as back pain and can negatively affect
personal confidence, potentially hindering career progression.
ü
Due
to the pain and potential social and economic consequences, individuals
suffering from these conditions demonstrate a high propensity to spend on
solutions.
The Opportunity
The
opportunity is to establish a one-stop online shop for products related to back
pain, posture, and neck issues. This entails stocking over-the-counter items
that do not necessitate medical expertise.
Additionally,
for cases where medical advice is necessary, the consumer may have already been
advised by a doctor and is now seeking a product.
Advantage over
what exists.
·
Specialized
shop
·
More
effective marketing (SEO, paid)
·
A
more user-friendly website (shop by condition, category, price, and other
criteria)
·
Establishment
of authority through content. This could be tied to search queries and also to
products.
·
The
biggest draw is the centralized product and information center.
An alternative to this is to
focus on medical products for back pain, which number in the hundreds. However,
for this, you would need a pharmaceutical license or to partner with a
pharmacist. This option can also be lucrative.
An even more advanced option is
to develop a medicinal product for back pain. A low-hanging fruit could be a
herbal-based balm which can be marketed both formally and informally.
How It Will
Work
ü
Research
every back pain related non-medical solution available in the market
ü
Get
details of exactly what it is, what it does and the impact it is likely to have
on a consumer’s back pain problem.
ü
Gather
and develop content on back pain using keywords people use to search on Google.
You can outsource this at minimal cost. The content should be reach and
localized to Kenya as opposed to shallow and generic.
ü
Build
a website and list the products and put the contents.
ü
Start
marketing the website. Google AdWords could be effective. For instance, having
next to Google search results on “Back pain “.
ü
Now
you could have two options. One a consumer comes to your website browses and
orders and pays for an item.
ü
You
take the money, get the product from the supplier and deliver to the customer.
In this case you don’t have the products in stock; you only source when you
have an order.
ü
The
aim is to minimize risk, identify fast moving products, settle on price points,
before going all in.
ü
Two
a consumer visits your website; makes an order and you deliver from your
inventory. In this case you have the products in stock.
ü
You
make a profit a by adding a margin to the products on top of the buying price.
ü
At
a more advanced level you can import a wider variety of products.
What Exists
-
Treatments
-
Hospitals
-
Massage therapies
-
Prescription and over the
counter medication
-
Chiropractors
-
New age therapies like cupping
-
Various prescription and over
the counter equipment
-
Books on back pain
Products
-
Neck braces
-
Neck tractions
-
Neck massagers
-
Neck pillows
-
Backrests
-
Back stretchers
-
Posture correctors
-
Lumbar corsets
-
Orthopedic chairs
Product
Sellers
Online:
-
Tens of individuals and small
businesses selling via online classifieds like Jiji or marketplaces like Jumia]
-
https://orthodyna.com – Selling
a wide variety of orthopedic equipment
-
https://orthohubltd.co.ke/ - Selling a wide variety of orthopedic equipment
Offline
-
Various chemists
-
Non pharmaceutical equipment
shops
-
Orthopedic shops
The Market
-
There
exist online vendors selling back pain products.
-
The
market is fragmented. There is no
dominating vendor; thus the market is open.
-
A
significant number of the vendors are individual and small businesses selling
the items as part of a wide range of unrelated products (Neck strap and water
pipes).
-
Most
of the online sellers are casual vendors; sourcing and selling what they feel
is in demand or trendy with no or little regard for its effectiveness or
appropriateness.
-
Their
positioning is weak. . None emerges as an authority of sorts
-
For
instance, a consumer could Google “how to improve posture”. And learns of the
existence of posture correctors. They
make a second search and end up on Jiji, Jumia or other marketplace where they
buy posture correctors.
-
The
market places will have tens of vendors, and many just listing without detail
or relevance of the item to the present condition of the consumer.
-
There
is no one stop shop for such items. If
you have to buy such over the counter items, you have to look at multiple
sources whether online or offline.
-
The
current vendors are focused on products and less on tying particular products
to solutions. Thus they will have a list of products and the consumer has to
conduct her own research to determine if a product is the right one.
The Consumer
-
The
consumer could be casual shopping impulsively or for prevention purposes.
-
Or
they could be in discomfort and thus shopping for comfort. This consumer has a
higher propensity to spend.
-
The
proactive also form the majority of consumers’ googling for back pain, posture
or neck information.
-
The
uneducated consumer is underserved; the one who doesn’t know about the back
rest, posture corrector or other preventive equipment. If they learn that a back rest could guard
against the possibility of future back pain, then they could purchase.
-
Present
marketing, basically listing on platforms or organically appearing on Google
search results, assumes the consumer is well informed. Often the casual
consumer is not.
-
The
consumer in pain and presently searching could be the primary target. Her
customer acquisition costs could be lower and life time value higher since she
could purchase repeatedly.
-
The
uneducated consumer will need education; thus more resources. She could also
take longer to convert. This and the casual shopper could be the secondary
market.
Characteristics
of The Products
·
Rich information resource on
back pain
·
Rich information on products
·
Wide variety of products
·
Ability to search using various attributes;
condition, product, use, price
·
Product choice support
Validation
ü
Search volumes
ü
Back pain products sold in the
market
Marketing
The
most effective options for marketing would be:
-
Google
AdWords
-
Search
Engine Optimization
-
Social
media ads
-
Video
platforms
Margins
30%
Challenges
-
Product
knowledge
-
Price
competitiveness
-
Education
for the casual consumer
-
Risk
of better capitalized player
-
Price
competitiveness
Haters
Objection: “Most people take painkillers
for back pain.”
Counter: While those with short-term,
temporary back pain may resort to painkillers, individuals experiencing
persistent back pain seek more permanent solutions.
Objection: You can’t compete on price
with the big suppliers.
Counter: It's true that we don't aim to
directly compete with these large suppliers based solely on price. Instead, we
focus on positioning ourselves as experts in back pain information and
solutions.
By building trust in our brand,
we can attract consumers who prioritize quality and reliability over price.
Additionally, market information is imperfect, and consumers may not always be
aware of the best pricing available.
Objection: Most consumers are after
medical solutions; non-medical accessories won’t sell.
Counter: While it's true that many seek
medical solutions, there is a significant portion of individuals struggling
with back pain who are exploring non-medical alternatives.
Non-medical solutions are often
viewed as long-term, preventive, or curative measures. However, based on
customer feedback, we remain open to exploring medical products in the future.
Resilience to economic downturn
Health is resilient to economic downturns. A
person will make sacrifices to ease her pain. It doesn’t matter the status of
the economy at a particular time.
Purchase frequency
Once every two months.
Critical success factors
ü Marketing effectiveness
ü Product choice and variety
ü Customer support
ü Business model
Inspiration
https://posturecorrectorshop.com/
What do you think ? Please leave a comment below.
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