Developing the brands first consumer focused website
Merz Aesthetics’ move into the world of consumer marketing from what had traditionally been solely a B2B approach required a carefully considered value proposition and customer-relevant, online user experience.
Merz Aesthetics has a portfolio of facial aesthetic products including toxins, fillers and shapers, which are distributed through healthcare professional channels.
We were engaged to help determine how they should approach direct to consumer marketing for the first time. Different regulatory environment in diverse geographical markets required an intelligent and flexible approach to both UX & content strategies.
What we did
We agreed that the overall marketing objective should be to inform consumers of the full range and benefits of the Merz product portfolio and to direct them to visit a practitioner for further information. This would not only educate and engage consumers but also help drive footfall into Merz HCP customers to further demonstrate the businesses commitment to the practitioner channel.
We designed and built a fully responsive, interactive website that leads by asking the user whether they were new to or had previous experience of facial aesthetics. This in turn, serves up appropriate user relevant content, ensuring that their experience feels rich and individual.
Along with the site’s many interactive tools and real-life case studies, users are able to ‘clip’ areas of content and advice that they feel would be useful for their treatment. This creates a personalised PDF information leaflet, that can be printed by the user and taken with them to their appointment with their practitioner which they find through a clinic locator on the site.
The site was initially launched in Germany as a dual language site. Following a highly successful ‘pilot phase’ we have gone on to develop French, Spanish, Italian and Dutch language versions of the site.
Consumer feedback on the site has been very positive and site traffic continues to grow significantly month-by-month.
The clinic finder has also been enthusiastically embraced by the practitioner community as a powerful advertising vehicle and now includes practices as far afield as Taiwan, Mexico & Poland.