LINE OA Strategy to Increase Sales on Websites in Dental Equipment Distribution Businesses

Abstract

              This research aimed to 1) examine competitors’ strategies and their use of LINE Official Accounts (LINE OA) or Facebook pages , 2) develop LINE OA strategies for the dental equipment distribution business , and 3) assess their effectiveness in a Business-to-Business (B2B) context. Due to legal restrictions on medical products, an action research approach was used employed by designing an experimental communication campaign that leveraged LINE OA features, including Card Messages, Rich Menus, and Rich Messages, all linked to an e-commerce website to measure website visits and sales. The sample consisted of 5,183 dentists who were LINE OA members. Data were collected using UTM tracking and back-end analytics to evaluate conversions and engagement.

              Results showed LINE OA effectively reached the target audience, achieving high open, click, and conversion rates. The Rich Menu generated the highest sales (86,081 THB), followed by Card Message (63,400 THB) , while the Rich Message e-Magazine produced no sales. Strategic recommendations include tailoring content for the specialized audience and utilizing direct linking features to the e-commerce website, which increases sales and reduces Customer Acquisition Cost.