A Multi-platform, Multi-market Strategy to Supercharge Viatris’ ePharma Growth

With the pharmaceutical eCommerce market expanding at a 14.4% compounded annual growth rate, this burgeoning space is on track to a staggering $300 billion value by 2023. While many pharmaceutical brands have embraced Amazon as a marketplace to directly reach consumers, forward-looking brands are harnessing the opportunity to seize the full potential of eCommerce through an omnichannel strategic approach. Recognizing this exponential ePharma growth trajectory, global pharmaceutical company Viatris engaged Havas Market to understand how they could evolve from an offline-only sales strategy and leverage their portfolio across all platforms and markets. Tackling this lofty task required more than a typical eCommerce agency. Viatris needed a strategic partner with a depth of experience delivering end-to-end commerce excellence and dedicated healthcare expertise to understand the nuances of the pharmaceutical industry. 

With 200+ eCommerce consultants and +600 retail media experts across 27+ markets, as well as the ability to leverage Havas Media Network and Havas Health Network’s broader expertise, Havas Market was ideally suited to this task. Utilizing Havas Market Forecast to conduct thorough market and platform audits, the team identified opportunities and challenges. These unique data-backed insights formed the backbone of a strategic plan that extended Viatris’ reach beyond Amazon for a true multi-platform approach.  

Once the ePharma growth framework was developed, Havas Market implemented a digital, multi-channel strategy in key European markets to increase awareness and sales touchpoints. To ensure maximum exposure and increase Amazon Sales, the team audited the growth potential of Viatris’ portfolio in each market, determining the strategy to achieve the best results. Based on these insights, Search and DSP ads were deployed, linking media and eCommerce strategies. With comprehensive analytics fueled by Havas Market’s bespoke tool stack, the team was able to develop a one-stop-shop dashboard that provided comprehensive analytics for continual strategic refinement. 

With Havas Market’s approach successfully trialed, the team expanded into multiple markets. Through development of an overarching brand commerce playbook and guidelines, Viatris was able to compile a unified strategic approach that can be localized and optimized for consistent, strategic growth as the brand continues to enter new markets. 

By providing true end-to-end commerce strategy and implementation, Havas Market was able to help Viatris expand into multiple markets with a consistent strategic approach that boosted both online presence and market reach. In Italy, one Viatris brand that Havas Market managed achieved a remarkable 416% increase in YoY revenue. In Spain, YoY conversation rate increased by 48% and 30% for two brands managed, and in Italy Havas Market managed search for 14 brands and 8 brands in Amazon DSP, achieving an 11% increase in retail vendor revenue overall. With these solid results, Viatris established a strong foundation as an ePharma leader that will continue to be built upon with the introduction into new markets and platforms.