Challenge
VISUfarma is a rapidly expanding international eye-health specialist, treating conditions such as glaucoma, allergy-related irritation, and eyelid inflammation. Operating across the Netherlands, Germany, Italy, Spain, and the UK, the company possessed extensive expertise in each territory but lacked a unified digital vision to support its next phase of growth.
The risk was evident: strong local execution, but fragmented capability, duplicated effort, and missed economies of scale. Leadership wanted clarity, alignment, and a practical strategy that could be quickly implemented across markets.
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Objectives
VISUfarma asked us to provide insight and direction to support sustained international growth. Specifically, they needed:
- A clear view of digital maturity and performance by territory
- A unified vision that aligned local teams behind shared priorities
- A practical, multi-year strategy grounded in measurable outcomes
Approach
We started with a rigorous, territory-by-territory marketing audit to establish a fact base. This covered:
- Marketing performance, capability and efficiency
- Agency models, processes and governance
- Analytics, paid media, affiliates and channel effectiveness
- Website experience, conversion performance and technical health
The output was a clear set of insights and risk flags that shaped the next phase - strategy creation.
Solution
Working closely with VISUfarma’s senior leadership in Amsterdam, we developed a comprehensive three-year digital strategy, anchored in ten highly actionable focus areas:
- Channel mix by product, brand and territory
- Campaign structures, waypoints and success criteria
- A unified measurement model across channels and markets
- Google Analytics structure, fixes and enhancements
- Conversion rate optimisation and funnel improvements
- Content priorities for site, search and social
- Technical and content actions to strengthen organic search
- Social media usage models and best-practice governance
- eCommerce and marketplace strategy, including Google Shopping
- A prioritised roadmap of initiatives and deliverables
Every recommendation was designed to be executable, not theoretical.
Results
A single, shared digital vision aligned across five countries
Clear prioritisation of investment and activity by territory
Improved efficiency through shared platforms, content and insight
Faster decision-making driven by consistent measurement and reporting
Outcome
VISUfarma moved quickly to implement the strategy, launching a new multinational website and deploying coordinated content and campaigns across all territories.
With improved alignment and economies of scale now established, the business is well placed for sustained international growth.