Pivott

How to go successfully from a push to a pull strategy without having enormous marketing and media budgets like the big guys do.

From push to pull

Oce Bio, being the little brother of giant Omega Pharma, is known for its niche products in our country. This means health (care) products linked to a very specific customer need, such as for example prostate or sleeping problems. In comparison to other countries, Oce Bio Belgium couldn't enjoy big media budgets, making it tempting to opt directly for a push-strategy. That's where Pivott came in and switched the mindset towards pull advertising. And guess what: it worked!

Trademarketing, the new way

In a traditional way of working, the goal would be to generate a lot of awareness followed by hoping that the big online pharmacies would buy the correct keywords to set up the best retargeting campaings. But, how could Oce Bio measure its own actions? That's where Pivott decided to push people directly towards one of their partner e-pharmacies.

With all partners around the table, we decided that the awareness phase, followed with traffic towards the e-pharmacy websites, would totally be up to Oce Bio.This way, we could pull the right people in who have an intent to buy, followed by spending budgets on the right niche keywords related to those products. Once visitors had found their exact product on the e-pharmacy website, it was up to the online pharmacies to convince them with specific marketing actions.

This form of trademarketing made it useful for Oce Bio, to measure its own actions, which were impossible to measure before; when they were all buying the exact same keywords. Oce Bio went here from a negative ROAS of 0.6 to a positive ROAS of 1.64 for a first purchase knowing that those products have a short LTV and people are very loyal to the product.

Oce Bio went here from a negative ROAS of 0.6 to a positive ROAS of 1.64 for a first purchase knowing that those products have a short LTV and people are very loyal to the product.