How Can a Pharmaceutical Manufacturer Open an Online Store in Russia
How can a pharmaceutical manufacturer open an online store in Russia
Background
Orion is one of the leaders in the European pharmaceutical industry.
For more than 65 years, Orion has worked closely with Russia in the pharmaceutical industry.
The Russian branch of Orion Pharma is one of the fastest-growing divisions of the Finnish company.
Goal
At the end of 2020, the RMAA marketing agency won a tender to develop and implement a strategy to finalize, launch, and promote finnvit.com, the official online store of Orion Pharma.
The launch of its own e-commerce platform is part of a pharmaceutical manufacturer's direct-to-consumer strategy in the Russian market.
The strategy was supposed to solve the following tasks:
- Business task: To change the position of the brand in the market (long-term task) – to make the brand and trade marks of the manufacturer more recognizable in the Russian market.
- Communicational task: To increase brand awareness, show its benefits, and solicit orders in the online store.
- Marketing task: To attract new customers and build long-term relationships with your audience.
- Media task: To provide a flow of users at the stage of starting an online store, and to provide conditions for stable growth in coverage, audience engagement, and the volume of visitors to the online store.
Solution
During strategy preparation, we analyzed the market and competitors, identified the key segments of the target audience, and developed the key marketing message for the finnvit.com online store.
Step 1. Competitor Analysis
For the analysis, we selected online stores offering Finnish goods, similar products, and a large marketplace, since the client used their promotional model as a benchmark.
The analysis of competitors in the Russian market was carried out on the following key points:
- USP and business model of the project
- Key site indicators (traffic sources, keywords, comparison with competitors)
- Distribution of the advertising budget to digital channels
- Representations in social networks
Based on the analysis and insights, we developed the optimal structure for the finnvit.com online store and identified the key promotional channels.
Step 2. Definition of Target Audience Segments
To identify the target audience segments for a client's online store, we took a top-down approach and created a sales funnel.
Since the marketing budget was limited, it was important for us to identify the narrowest yet most conversion-friendly segment of the audience to set up targeting at the project launch stage.
Step 3. Marketing Positioning Development
To create a communication message for the online store, we:
- Outlined the advantages of the finnvit.com online store in comparison with its competitors, which were also reflected on the main page of the site
- Conducted a study of messages on social networks and forums and identified key problems associated with purchasing Finnish goods in Russia
- Created a map of emotional needs and found that protection is the top priority for the target audience (ensuring products are genuinely made in Finland and avoiding counterfeits)
Step 4. Defining the Main Promotion Tools
- SEO optimization at the stage of creating a website catalog and product cards, including keyword clustering and content optimization
- Development, configuration, and launch of contextual advertising on search and in Yandex and Google networks
- Setting up remarketing based on Yandex Metrica and Google Analytics events
- Setting up targeted ads based on user behavior and key actions
Step 5. Development of Email Strategy
Since the online store allowed purchases for both registered and unregistered users, two trigger mailing chains were set up for each user type.
We divided all emails into four main types:
- Welcome letters
- Order status notifications
- Emails to drive additional sales
- Retention and re-engagement emails
Step 6. Documents Preparation
Since the online store contains cosmetics and dietary supplements, it was necessary to prepare required documents in accordance with Russian legislation to launch advertising campaigns.
Depending on the platform, the list of required documents varies:
- For Yandex: a copy of the certificate of state registration for specific dietary supplements
- For Google: only legally registered dietary supplements are allowed, and ads must include the "Not a cure" disclaimer
- For MyTarget: a certificate of conformity and a certificate of registration
- For VKontakte: product and registration certificates, along with a letter of guarantee confirming compliance with all requirements
Results
As a result of implementing the strategy, the online store launched in mid-August 2021.
At the same time, an advertising campaign was launched on the Yandex and Google networks and search engines, the MyTarget network, and the social networks VKontakte, Instagram, and Facebook.
The first sales were made in September.
As a result, in the first month of the advertising campaign, we tested various segments of the target audience, identified the most conversion-oriented segments, and outlined the next stages and areas of the Finnvit.com project.
It was decided to conduct an additional business analysis and a technical audit of the site, as a result of which the client was offered a strategy for the further promotion of the project, the most promising channels for the further promotion of the online store were identified, and recommendations were given to improve its usability.
The analysis of the online store convinced Orion Pharma's management of its prospects, and they decided to proceed with the project's further development and financing.
