Orion is one of the leaders in the European pharmaceutical industry.
For more than 65 years, Orion has been working closely with Russia in the field of pharmaceuticals.
The Russian branch of Orion Pharma is one of the fastest growing divisions of the Finnish company.
At the end of 2020, the RMAA marketing agency won a tender for the development and implementation of a strategy for finalizing, starting and promoting finnvit.com, the official online store of Orion Pharma.
The startup of its own e-commerce platform is part of the direct-to-consumer strategy of a pharmaceutical manufacturer in the Russian market.
The strategy was supposed to solve the following tasks:
During the preparation of the strategy, we analyzed the market and competitors, identified the key segments of the target audience, and came up with the key marketing message of the finnvit.com online store.
For the analysis, we selected online stores of Finnish goods offering similar products and a large marketplace, since it was its promotion model that the client took as a benchmark.
The analysis of competitors in the Russian market was carried out on key points:
Based on the analysis and the insights obtained, we have developed the optimal structure of the finnvit.com online store and identified the key promotion channels.
To identify segments of the target audience of a client's online store, we made top-down approach and created a sales funnel for this online store.
Since the marketing budget was limited, it was important for us to identify the narrowest and at the same time conversion segment of the audience for setting up targeting at the stage of project launch.
To create a communication message for the online store, we:
Since the online store had the opportunity to purchase goods both for registered users and without registration, two chains of trigger mailings were set up for each type of user.
We roughly divided all letters into four types:
Since the online store contains cosmetics and dietary supplements, in accordance with Russian legislation, you must provide the necessary documents to launch an advertisement.
At the same time, depending on the platform, the list of documents may vary:
As a result of the implementation of the strategy, the online store was launched in mid-August 2021.
At the same time, an advertising campaign was launched in the networks and on the search engines Yandex and Google, on the MyTarget network, as well as on 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 and identified the most conversional ones, as well as outlined the further development 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 made it possible to be convinced of its prospects and the management of Orion Pharma made a decision on the further development and financing of the project.
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