Pharm24.gr: An impressive +28% in Total Revenue over seven months!

Entering its second decade, Pharm24.gr ranks among the top online pharmacies in the Greek market, consistently included in Cluster 1 of the eRetail Audit of Online Pharmacies. The company is already witnessing big growth in its market share, revenue, and performance from both paid and non-paid channels. In the increasingly competitive online pharmacy environment in Greece, Pharm24.gr continuously enhances its presence and differentiates itself by implementing strategic shifts focused on customer experience and satisfaction. Further brand awareness increase and market share uplift always remain in the top positions of KPIs the brand seeks to enhance.

In recent years, skin care and baby/child care categories have emerged as critical areas, with maximal margins for a company to improve its market share acquisition. These two categories are among those of higher spend and larger baskets. Increasing the number of customers in these categories is a primary goal for Pharm24.gr.

At the same time, it is essential to minimize the cost of new customer acquisition and to implement a best practices plan regarding data collection to maximize ads performance. Concurrently, harsh competition in the online pharmacy sector leads to shrunk profit margins, turning profitability optimization into a challenge.

 By leveraging tech tools and best practices in tracking and data collection, we implemented smart bidding strategies and AI algorithms to minimize the cost of attracting new customers. Our strategy utilized smart bidding methods with multiple targeting and smart campaigns to determine what percentage of revenue comes from each product/category and to minimize customer acquisition costs. In social media and display ads, AI tools, first-party data, and product availability data directly from the e-shop were used to optimize targeting and campaign performance.

In non-paid channels, we strategically invested in increasing organic traffic to the site and social media, boosting impressions in organic, non-branded searches. We also emphasized the value of other non-paid channels (Email, CRM, On-site Marketing). This approach completely differentiated us from the competition while it reduced Pharm24.gr‘s sales dependency over the main outsourcing sales channel for online pharmacies. 

The continuous optimization of technical infrastructures and tracking, the use of the latest features on platforms, and the SEO strategy yielded the following results:

• Total revenue saw a YoY increase of 28% with stable ROAS.
• Over 3x revenue increase from Google Ads non-branded campaigns, with ROAS +18%.
• Market share increase – rising from the beginning of our partnership, remaining consistently +2.5 points above last year’s levels.
• 88% revenue increase in the Skin Care category and 47% in the Baby & Kid category.

SEO Results:

• +26% YoY in revenue from non-branded organic traffic.
• +24% in revenue from email marketing.

Pharm24.gr continues to invest in its growth, exploring new categories and partnerships with major brands, leveraging one of the key advantages gained from its strategy: search data, along with the key advantages gained from its strategy: search data, along with data collected from its social media channels. This continuous enrichment of its product range is steadily driving revenue growth.