Building a Pharmacy’s Digital Presence with Short-Video & KOC Marketing

Our client is a well-established local retail pharmacy brand under Caring Group – Georgetown & Wellings Pharmacy. With 50+ outlets across Penang, Kedah, Perlis, and more new outlets coming, the brand has a strong offline presence in Northern Malaysia.

However, as consumer behaviour continues to shift online, especially among younger audiences, the brand aimed to strengthen its digital presence and social media influence. Their objectives included:

Challenges We Faced

At the start of the project, the brand encountered several key challenges that limited its digital growth:

1. Weak Online Presence & Low Engagement

The existing social media presence was minimal, and the content lacked a clear strategy and strong engagement hooks. As a result, brand visibility and audience interaction were relatively low.

2. Xiaohongshu (XHS) Account Compliance Issues

When we first took over the XHS account, some of the existing content did not fully comply with the platform’s community guidelines and regulations. This led to low traffic, limited exposure, and suppressed engagement, affecting overall account performance.

3. Limited Experience in KOC Collaboration

The brand had little to no prior experience working with KOCs (Key Opinion Consumers). There was no established system for KOC selection, briefing, content direction, or post-campaign tracking, which made event amplification and exposure a challenge.

Scope of Work
(What We Helped With)

To support their growth objectives, we provided a full digital content and KOC marketing solution, including:

Our role covered strategy planning, content direction, production coordination, publishing, and campaign execution.

TikTok Content Management

We developed a content strategy focused on:

Educational health content

(easy-to-understand pharmacy tips)

Product awareness videos

(skincare, supplements, daily essentials)

Trend-based content

adapted to the pharmacy context

Local and bilingual approach

to suit the Malaysian audience

We handled:

This allowed the pharmacy to grow its TikTok presence steadily while positioning itself as a trusted, friendly and professional community pharmacy.

Their followers increased from 7k followers to 13k within a year.

Total Followers

0 k

Net Followers

0 k

Xiaohongshu (XHS) Brand Building

On Xiaohongshu, our key focus was to rebuild the brand’s account foundation while driving sustainable visibility and engagement through compliant, trend-aligned content.

Our Key Focus Areas:

Resolving content and account compliance issues to ensure all posts met platform rules and regulations

Building brand credibility through a mix of lifestyle and educational healthcare content

Developing review-style and experience-based posts to enhance authenticity and trust

Creating trend-driven content that aligns with current XHS user behavior

Positioning the brand to match young consumers’ health and skincare concerns

Optimization Strategies Implemented:

Outcome

These strategies enabled the pharmacy to successfully tap into the young adult and female consumer market, particularly in the skincare and wellness segment, while rebuilding long-term account health and organic traffic growth.

The followers increase from 300+ to 808 within a year.

Total Followers

0 +

KOC Sourcing for Pharmacy Event

To amplify the client’s offline event and promotion campaigns, we executed a structured KOC (Key Opinion Consumer) marketing strategy to drive both online buzz and physical foot traffic.

Our Execution Process Included:

Step 01

KOC Selection & Recruitment

Designed clear KOC recruitment criteria
Created and managed a KOC registration form
Sourced suitable local KOCs based on: followers base, engagement rate, content style and overall credibility

Step 02

Campaign Coordination

Managed the full shooting schedule
Set clear posting requirements
Provided content guidelines to ensure brand alignment and compliance

Step 03

KOC Activation

Selected KOCs were invited to:

Experience the event in real time
Create content onsite
Publish authentic UGC on their own social media platforms

Step 04

Results Achieved

This KOC campaign successfully generated:

Key Takeaways

This project shows that:

This collaboration demonstrates how a traditional retail pharmacy can successfully transition into a digitally driven brand with the right strategy, structure, and execution. Through a combination of Xiaohongshu brand rebuilding, TikTok content management, and strategic KOC marketing, Zumax Digital helped the client strengthen their online presence, engage younger audiences, and drive real-world event awareness.

By resolving platform compliance issues, creating trend-aligned and educational content, and activating authentic user-generated content through KOCs, the brand was able to achieve:

This case study proves that with the right digital framework, even a traditionally offline-based business like a pharmacy can compete effectively in today’s fast-moving social media landscape.

Contact Us

Let us know your requirement to get a quote, or you can use the form to schedule an appointment with us.

Wisma Leader, Level 8. Unit 3A, 8,
Jalan Larut, 10050 George Town,
Pulau Pinang

marketing@zumaxdigital.com

+6017-7885471