Consumer
Healthcare
Optimising Digital Marketing and E-Commerce Performance in Consumer Healthcare
March 26 2025
+285%
YOY increase in landing page views
+43%
YOY increase in page clicks
Driving Digital Marketing Efficiency and E-Commerce Growth for HRA Pharma
HRA Pharma is a consumer healthcare company that was acquired by Perrigo, a global consumer self-care OTC company in 2021. The group enlisted Singulier to support them in the optimisation of their digital marketing operations and customer acquisition efficiency across e-commerce channels.
The transition required HRA Pharma to optimize its digital marketing operations and boost customer acquisition efficiency. The goal was not only to maintain its leadership in a competitive market but to expand it through strategic digital channels.
Perrigo’s Business Challenge
The transition required HRA Pharma to optimize its digital marketing operations and boost customer acquisition efficiency. The goal was not only to maintain its leadership in a competitive market but to expand it through strategic digital channels.
Our Approach
SINGULIER was tasked with streamlining digital marketing operations, enhancing customer journey mapping, and improving overall cost efficiency across multiple online platforms.
Channel & Competitive Benchmarking
Analysed market dynamics and channel performance, benchmarking against key competitors to identify growth gaps and optimisation levers.
Media Audits & Performance Diagnostics
Conducted detailed audits across paid social, display, and video to identify inefficiencies in content, account setup, and reporting structure.
Operating Partner as a Service
Deployed digital marketing and communications experts into global teams to support UK, US, Germany, and France during the transition period.
Local Market Optimisation
Refined cost efficiency metrics and provided in-market journey insights, particularly in Germany, to improve engagement and ROI.
KPI Framework & Media Planning Roadmap
Collaborated with leadership to define actionable KPIs, supported by an annual media planning and forecasting structure.
Organic & Emerging Channel Activation
Strengthened organic search performance and expanded reach through activation on TikTok – a new strategic channel for the brand.
The results
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0
%
YOY increase in customer clicks
+
0
%
YOY increase in impressions
–
0
%
increase in landing page views
I cannot speak highly enough of the value Singulier brought to our partnership with Perrigo. Their digital expertise, brand support, and campaign tracking were instrumental in driving our success. During our partnership, we found that their seamless integration into our team was a major success. Their deep understanding of digital platforms and expertise in brand support allowed us to execute effective campaigns and optimize our website. Their collaborative approach, exemplary reactivity and ability to align with our goals and objectives made the partnership truly valuable.
ANJA WALZ
Skincare Category Lead, Perrigo
