Vitafol Case Study, Prescription Prenatal Vitamin Marketing
Because Boring Prenatals Don’t Cut It
Revitalizing the Leading Prescription
Prenatal Vitamin Brand
Challenge
After over 30 years as a leading vitamin brand, Vitafol faced the challenge of reaching new audiences to drive further growth. The brand had focused on traditional marketing methods and had a limited online presence beyond its product-centric website
Goals
- Redesign Vitafol’s website
- Update the brand’s customer journey and marketing funnel
- Develop an engaging and targeted social media program to increase brand awareness
- Strengthen the brand’s online presence
Our Approach
- Shifting from a product-centric to a patient-centric approach in all marketing efforts
- Redesigned the website to align with the patient’s pregnancy journey
- Implementing a holistic digital marketing program for both organic and paid social media
The Actions
Website Redesign
Conducted a complete revamp of the website to align with the patient’s pregnancy journey. Created three distinct customer journeys for specific audience segments.
Social Media Presence
Established and grew social media channels on Instagram and Facebook with engaging, relatable, and educational content about health, wellness, nutrition, and parenting.
Articles and Blogs
Developed patient-centric articles as part of a blogging program to provide educational content and add value to the Vitafol website.
The Results
6.3 million
impressions on Facebook and Instagram through advertising
13.9%↑
Google search ad conversion rate on key website actions
2x
Doubled the number of new website users in 2021 compared to the previous year
Frequently asked questions
How do you market a prescription prenatal vitamin?
We align messaging to the patient’s pregnancy journey, keep creative within pharmaceutical compliance, and use targeted organic and paid social to reach expecting parents, the approach we built for Vitafol after shifting it from a product-centric to a patient-centric strategy.
How do you market vitamins or supplements online?
Supplements are a trust-driven, compliance-sensitive category, so our supplements marketing pairs patient-centric storytelling with compliant organic and paid social. For Vitafol that program delivered 6.3 million impressions across Facebook and Instagram and doubled new website users year over year.
Can an established or legacy brand still grow online?
Yes. Vitafol had over 30 years of brand equity but a limited online presence. A modern, patient-centric digital program opened a new growth channel and doubled the number of new website users year over year without losing what made the brand trusted.
What results can paid and organic social deliver for a supplement brand?
For Vitafol, the work delivered 6.3 million impressions across Facebook and Instagram, a 13.9 percent lift in Google search ad conversion rate on key website actions, and doubled the number of new website users year over year.