Challenge
VISUfarma is a rapidly expanding international eye-health specialist operating in the Netherlands, Germany, Italy, Spain, and the UK. While each territory demonstrated strong local expertise, digital activity was fragmented. Capability varied by market, reporting lacked consistency, and duplicated effort reduced efficiency.
Without a unified vision, growth risked being constrained by siloed execution and missed economies of scale. Leadership needed clarity on digital maturity, performance by territory, and a practical roadmap to align markets behind shared priorities and measurable outcomes.
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Solution
Equator began with a territory-by-territory marketing and digital audit, establishing a robust fact base across performance, governance and technical capability.
The assessment covered:
- Channel performance, paid media and affiliate effectiveness
- Agency models, processes and governance structures
- Analytics configuration and measurement maturity
- Website experience, conversion performance and SEO health
Working closely with senior leadership, we translated insight into a three-year, outcome-led digital strategy anchored in ten actionable focus areas, including:
- Channel mix optimisation by product and territory
- Unified measurement and reporting framework
- Google Analytics enhancements and data governance
- Conversion rate optimisation and funnel redesign
- Organic search, content and social governance models
- eCommerce and marketplace strategy including Google Shopping
- Prioritised, sequenced implementation roadmap
Results
Clear view of digital maturity and performance gaps
Shared investment priorities across five markets
Reduced duplication through aligned platforms and content
Improved decision-making through consistent measurement
Outcome
VISUfarma now operates under a unified digital vision across five countries, with coordinated execution and shared insights.