Google has been very useful.”Michael Wise
In 2008, Mary Wise was working as a pharmacist at a large pharmacy store chain in Charleston, South Carolina, when she had a change of heart. She wanted to do something more personal. After talking it through with her husband, Michael, a former product manager, they made the decision to open their own pharmacy. They soon did, and they greatly enjoyed being closer to the business and customers. But in doing so, they noticed another opportunity. There were a lot of people who didn’t want to or couldn’t come in the store, but there wasn’t a great way to shop online. “There wasn’t really a good way for people to connect with online businesses that would take the time to help them find the right medical equipment and supplies,” Michael said. So they put some inventory online, and it was an instant success. Shortly after, they launched their own website, HME Medical Shop, and they suddenly had two new businesses.
The Wises turned to Google Ads to reach consumers searching for specific medical terms and products. “If somebody with multiple sclerosis is looking for a specific product, we’re right there and can explain exactly what they need and what challenges they may have using the product at home,” said Michael. In addition to Google Ads, the Wises use Search Console to monitor and improve their performance on Google Search. “These tools are so key to see who we’re reaching and to learn more about our customers,” said Michael. Over the past two years, HME Medical Shop has experienced a 256% increase in traffic to its website and subsequently a 166% increase in revenue. “Shopping ads have driven the lion’s share of this growth,” said Michael, who reports a 200% year-over-year increase in revenue from Google Ads alone. The Wises also use G Suite to communicate with their team and Google Analytics to learn more about users who visit their site.
Today, the Wises pride themselves on providing a quality service for those in need. That personalized service they sought to offer with their pharmacy has served them very well online as well. “Medicare and insurance companies make it really difficult to get these things covered,” said Michael. “We provide a low-cost online service and someone to talk to.” HME Medical Shop serves between 600,000 and 700,000 customers per year and plans to continue growing with the help of Google. “We want to keep developing online tools that help people connect with what they need medically,” Michael said. “It all starts with leveraging the technology available. Google tools are such a huge foundation to build from.”