Zentiva

Accelerating digitalization in the pharmaceuticals industry

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Together we have achieved

Results worth seeing

88%

uplift of organic visibility

+10k

conversions after the new OTC launch

+13%

conversion rate to digital PoS

Mockup of two laptops with the showcasing the Finalgon landingpage.

About Zentiva

Leading German pharmaceutical manufacturer

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.

More about Zentiva

Challenges

Navigating the shift toward a digital go-to-market strategy

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

Accelerating digital transformation through a strategic, data-driven go-to-market approach

Q1 2023 – Strategy foundation

Conducted in-depth market and brand analyses, mapped the future digital customer journey, and developed a creative, ROI-driven go-to-market and brand transformation strategy

Q2 2023 – Pilot launch

Executed a lean SEA pilot with Google Search campaigns to test key assumptions, validate the strategy, and establish a blueprint for full-funnel activation across platforms

Q3 2023 – Digital scaling

Expanded reach through enhanced visibility and a new content architecture, launched targeted ad campaigns, and established a strong digital presence to drive conversions and brand growth.

Q4 2023 – Omnichannel expansion

Integrated infrastructure for online and local pharmacies and Amazon, optimized conversion rates, and implemented funnel-wide tracking for a seamless omnichannel experience