Viata
Increasing online pharmacy brand awareness: Viata and the CEPs.
Case Information
The Question
How does online pharmacy Viata increase its brand awareness?
Online pharmacy Viata has firmly established itself in Belgium, but saw opportunities to further increase brand awareness. Many consumers already know how to find Viata, but there are still potential customers who do not know the brand. Viata wants more people to think of the brand more often, and to consider and buy products in the webshop. To achieve this, a strong marketing strategy is required, including a planned radio campaign. But which message resonates best with the customer and which Category Entry Points (CEPs) can you claim?
The Challenge
Why is building brand awareness difficult for an online pharmacy?
For online pharmacies, it is not a given that both channels are successful, as online customers may have different needs. Viata therefore wanted to discover the key moments when Belgian consumers think of an (online) pharmacy. Furthermore, creating brand awareness in this sector is a challenge, as a segment of the market still prefers the trusted physical pharmacy.
The approach
CEPs researched with a Life & Health community.
To develop the right marketing message, Blauw researched all possible Category Entry Points (CEPs) for online and offline pharmacies in Belgium. We engaged with an online Life & Health community of consumers from Flanders and Wallonia for two weeks. We presented consumers with various tasks to map out their buying behaviour, needs, and brand associations.
<span data-metadata=""><span data-buffer="">The result
Strong CEPs as a basis for the communication strategy.
The CEPs research provided Viata with a number of compelling Category Entry Points that appeal to a large group of Belgian consumers. These insights now form the basis for a new communication strategy and a concrete Go-to-Market plan. This allows Viata to formulate the right message for its radio campaign and thereby effectively increase brand awareness.
Consequence of the Result
How the insight led to action.
Align your communication with the identified CEPs.
Address customers at the moments their need for a pharmacy arises, making you immediately relevant.
Formulate distinctive marketing messages.
Use insights on brand associations to emphasise the unique value of your online pharmacy and thus attract potential customers.
Develop a targeted Go-to-Market strategy.
Translate research results into concrete actions for radio campaigns, for example, so that you can effectively increase your brand awareness with a clear plan.
Related cases.
De Baak
Stoov
What are Category Entry Points (CEPs) in brand growth?
Category Entry Points are the specific moments when consumers think of a particular product category or service. They form the trigger for a purchase and are crucial for brands to capitalise on. By understanding these moments, you position your brand better within the consideration set of potential customers.
How does CEPs research help in increasing brand awareness?
CEPs research reveals the behavioural and thought patterns of consumers regarding a product category. By aligning your brand strategy with these moments, you ensure that consumers think of your brand exactly when the need arises. This leads to more targeted communication and a more efficient build-up of brand awareness.
Why is a bond of trust crucial for online pharmacies?
For online pharmacies, building a bond of trust is essential, similar to physical pharmacies where personal interaction plays a role. Consumers seek reliable advice, especially for health-related purchases. A strong online bond of trust ensures that customers are more likely to switch and remain loyal.
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