About Zentiva
Zentiva is a dominant player in the German and international pharmaceutical markets, developing, manufacturing, and providing high-quality and affordable medicines to more than 100 million people in Europe. Zentiva's mission is to ensure the supply of high-quality and affordable medicines to the people who depend on their products daily. Producing a vast array of medications, they achieved a remarkable revenue of over €248m in 2021.
In 2022, Zentiva acquired the heritage brand Finalgon from Sanofi, to further strengthen their OTC portfolio in the category “pain”. To successfully develop and execute a digital go-to-market strategy, OMMAX partnered with Zentiva and fully digitalized marketing and sales activities.
The Opportunity
Organic Acquisition
Severe decline of organicranking performance after relaunch (organic impressions of finalgon.de in Google dropped by -83.6%)
High keyword gap compared to competitors and market demand, also for important “money keywords”
Opportunity to increase digital visibility and rank for relevant keywords
E-commerce
Already today 20% of pharmaceuticals are sold online – DocMorris, ShopApotheke, and Amazon as key marketplaces, with strong growth rates
Opportunity for Finalgon to optimize its presence on relevant marketplaces to facilitate online sales
Paid acquisition
Finalgon is known as a heritage brand in a best-ager target group (+60 years)
Opportunity to expand the existing customer base by targeting a younger/active/sporty customer segment with a high product fit through paid advertising initiatives
Operational excellence
Third-party marketplaces do not share comprehensive customer data that allows end-to-end tracking for digital marketing and sales campaigns
Opportunity to implement tools (e.g. ApoNow) and complex tracking schema for closing the data gap
Project Milestones
Q1 2023: Go-to-market strategy development
- Comprehensive market, competitor, customer, and brand analyses
- Digital status quo analysis
- Development of digital ‘to-be’ customer journey
- Conceptualization of brand transformation strategy, incl. creative directions
- Derivation of ROI-driven digital go-to-market strategy (incl. business case and implementation roadmap)
Q2 2023: Digital pilot
- Set up of a lean pilot to achieve a quick go-to-market, collect data, and test mechanisms along the digital customer journey (by launching three Google Search pilot campaigns)
- SEA pilot as proof of concept and blueprint for later implementation of strategic full-funnel approach including GoogleAds and Meta
Q3 2023: Digital scaling
- Tapping into growing search volume (i.e., demand) by increasing organic visibility and closing the gap to competition with new content strategy and website architecture
- Targeted ad campaigns to approach new customer groups
- Set up of state-of-the-art digital presence to increase conversions and build the brand
Q4 2023: Further improvements
- Infrastructure set-up around online pharmacies (e.g., Doc-Morris, ShopApotheke), local pharmacies (using ApoNow for full-funnel tracking), and Amazon to create a digital “omnichannel” experience and increase sales
- Ongoing conversion rate optimization (CRO) on new website and digital marketplaces
- Implementation of tracking scheme to track customers along the sales funnel
Our Approach and Results
Four workstreams paved the way for digital success – organic and paid acquisition to generate leads and sales, e-commerce to facilitate conversions, and infrastructure as an enabler.
1) Organic acquisition
Derivation of a long-term content strategy and new website architecture to increase visibility and traffic from search engines
Optimized organic performance significantly and measurably
Optimization of 6 existing website pages and implementation of 27 new SEO-optimized pages
Keywords ranking in the top 10 increased by 198%
10 times more impressions and 4 times more clicks
2) Paid acquisition
Proved potential and collected data in eight weeks' SEA pilot phase for strategic full-funnel digital marketing strategy including Google Ads, Meta and Amazon
More than 9.7k conversions were generated, resulting in an increasing CR of 12.86%
~10k conversions to digital PoS within 8 months, even with limited product availability
Impressive ~13% conversion rate quickly after launch
3) E-Commerce
Set up of convincing landing pages embedded in new website architecture with clear call-to-actions
Collaboration with ApoNow to include local pharmacies with a “pay online – pick-up offline” option
Development of Amazon and online pharmacies (e.g., DocMorris) concept (considering keyword research, ranking performance factors within the platforms)
•Set up of Amazon account with partner pharmacy for Finalgon
4) Infrastructure
Development of conversion rate optimization strategy and tracking schema for on- and off-page conversions
Conduction of heuristic UX and CRO analysis of Finalgon website and identification of 30 optimization measures (incl. prioritization)
Successful tracking setup despite complex commercial and legal limitations
Steering of external marketing agency and ongoing optimization
Together, we achieved:
88% uplift of organic visibility
10,000 conversions in the first months after the new OTC launch
+13% conversion rate to digital PoS such as online pharmacies or Amazon
"It's been truly gratifying to support Zentiva in planning and executing a digital go-to-market strategy. Witnessing the dedication and successful execution of the digital agenda by the Zentiva team was very impressive."
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