Significant gains in both visibility and traffic were achieved by combining SEO content and content design.
Brand building through strategic content creation
About ThermaCare
ThermaCare is Angelini Pharma’s largest brand and a global leader in heat wraps and patches for the drug-free relief of muscle pain.
Project background: OTC meets digital commerce
Initially ThermaCare products were sold primarily in pharmacies as OTC (over-the-counter) items. The step into digital commerce was aimed at boosting ROPO sales (Research Online, Purchase Offline) and increasing conversions through connected online stores like doc.green and online pharmacies (e.g., aponow.de).
Moccu x ThermaCare: The challenge
Angelini Pharma Germany tasked Moccu not just with a relaunch, but also with the development and implementation of a robust content strategy for its largest brand: ThemaCare. Up until this point, the brand had been almost invisible online in Germany and so this step marked the brand's first foray into the digital space altogether, and digital content marketing in particular.
The project was divided into two phases:
- Phase 1: Establishing the digital foundation and increasing visibility through strategic content creation to better position ThermaCare online and increase the number of user interactions.
- Phase 2: Expanding the SEO strategy to solidify market leadership in search engines, combined with a conversion strategy and targeted UX optimizations to drive more conversions through online drug stores and pharmacies.
Our approach
To position ThermaCare as the trusted source for muscle pain relief, Moccu helped implement a strategic content creation program, combining the SEO performance approach with smart content design:
- Content creation: Development of 30 advisory pages on pain relief topics closely tied to the product, optimized for visibility in the healthcare sector.
- Video production: Collaboration with physiotherapists to produce exercise videos, increasing reach and value on YouTube and the website.
- SEO and UX optimization: Structured navigation and targeted on-page enhancements improved the findability and user experience.
“E-E-A-T” best practices
Due to the sensitive nature of these topics, Google holds web content in the health and finance sectors to a very high standard known as “Your Money or Your Life” (YMYL).
With strict adherence to Google’s EEAT principles (Expertise, Experience, Authoritativeness, Trustworthiness), ThermaCare has achieved a number of top rankings for medically relevant keywords. Measures taken include the meticulous integration of source citations and author profiles, strategic collaborations with leading experts and the creation and distribution of proprietary exercise videos on YouTube.
Results
The ongoing refinement of the content strategy and the targeted optimization of thermacare.de’s online presence, particularly with consideration of the specific requirements of the YMYL category, have led to a significant increase in visibility and user interactions.
The measures implemented both before and after the user click - whether originating from a search engine or a paid ad - are now seamlessly integrated, resulting in a higher average conversion rates. The online marketing approach is now tailored more narrowly for the target audience, effectively guiding users to the information most relevant to them.
No measures without metrics: In our Digital Analytics Case Study, we have compiled how ThermaCare uses a custom tracking model to effectively optimize their operations and make their progress transparent, for all stakeholders.
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