ThermaCare: Continuous optimization with digital analytics

ThermaCare is a global leader in heat wraps and patches, which provide drug-free, deep heat therapy for muscle pain and tension. You turn to ThermaCare when exercises aren’t helping, but before you go to the doctor.

Project background

Angelini Pharma Germany tasked Moccu not just with a relaunch, but also with the development and implementation of a robust content strategy for ThemaCare. In order to make the progress of these changes transparent, and to recognize new opportunities as quickly as possible, a solid tracking model was implemented from the outset.

Moccu x ThermaCare: The challenge

Performance tracking was implemented to gather and analyze all relevant data. This provided the foundation for the continual optimization of content with the goal of establishing and sustaining ThermaCare’s digital market leadership.

Moccu defined four key elements for the tracking model:

1. KPIs: Development of key performance indicators to measure success and evaluate content efforts.
2. Tracking setup: Implementation of a comprehensive system to collect and analyze all relevant data.
3. Dashboards: The creation of dashboards to visualize data, ensuring that all key metrics can be easily followed.
4. Reporting & optimization: Establishment of a reporting schedule to enable data-driven optimization and strategic adjustments.

A specific KPI framework for ThermaCare defined the most important success metrics, such as visibility, traffic and conversions.

For ThermaCare, the following KPIs are monitored (among others):

Moccu then implemented a tracking system using Google Tag Manager to precisely capture all relevant user interactions, events and conversions on the website. The data and KPIs were visualized in a real-time dashboard, providing full transparency in performance monitoring and allowing for quick adjustments based on user behavior.

Data is continuously collected and reviewed in bi-monthly reporting calls with the ThermaCare team, ensuring that the strategy remains dynamic and is refined by insights which are informed by hard data.

Based on these recommendations, Moccu implemented numerous optimizations almost immediately. A/B testing in Google Ads improved the Quality Score of the ads, reducing the cost-per-click. In SEO, targeted updates were made to existing content pages to boost visibility and direct users to the most relevant information. Additional UX enhancements on product pages improved navigation and increased the conversion rate by changing the calls-to-action.

ThermaCare has successfully positioned itself in digital commerce and can now measure the impact of its initiatives across the entire digital funnel, enabling better allocation of media spending.