Examples of effective b2c inbound marketing: bedoyecta grows its sales by double digits.
Posted: Thu Jan 23, 2025 8:07 am
Bedoyecta is a leading multivitamin brand that has been in the Mexican market for more than 4 decades. It has been characterized by filling Mexico with energy in different strata and especially those athletes who have high performance.
Their vision is to become leaders and references in the B complex as a source of energy and they seek to achieve this with their commitment to developing products of the highest quality on the market, which meet and even exceed the specifications of the World Health Organization.
Its three main axes are: energy (Bedoyecta Caps), child development (Bedoyecta Pediatric) and concentration (Bedoyecta +G).
The objectives and challenges
The pharmaceutical industry in Mexico has several laboratories cameroon whatsapp lead with very strong investments in marketing, specifically in the multivitamin segment, which is manifested in 60 products that compete to communicate to their consumers, clients and the general public a message: "the more vitamins a multivitamin contains, the greater the benefits" which sometimes results in overconsumption that is harmful to people.
Bedoyecta's objectives were as follows:
Grow the brand by double digits in sales in 2018 compared to 2017
The challenge to achieve it: It was an aggressive goal considering the conditions in which the year began and something that had not happened in three years. Bedoyecta is the most important brand in the laboratory's portfolio and had the majority of the multivitamin market share , so double-digit growth meant covering even more than what was already being done.
Take the conversation into digital media and position yourself on key issues for the brand, starting with the brand and B complex.
The challenge to achieve this: They already had a website and a content strategy but it was promotional and aspirational, it didn't really talk about real situations of the prospect or answer essential questions they had, and when online searches were made about their product, the people who spoke were others: blogs, doctors or opinion forums. This didn't allow them to inform the general public about the true benefits of vitamins and the B complex; relating the brand to the real life of the patient.
That the new generations identify Bedoyecta as their ally in generating energy to feel more invigorated.
The challenge to achieve this: Although it was already consolidated in the market, it was perceived as an old brand.
To make known its different versions and uses (Bedoyecta Capsules, Bedoyecta +G and Bedoyecta Pediatric) for over-the-counter sale to the public and not as injections.
The challenge to achieve this: The drug was positioned in the consumer's mind as an injectable and prescription-only product when it has several versions for different audiences and uses.
The biggest challenge
Bedoyecta was only using traditional media (billboards, trucks, billboards, activations, etc.) and the initiatives they had taken to venture into digital media had been isolated and aspirational, which had not managed to position the brand but the creative campaigns used had and had not provided great results. The biggest challenge that the brand faced was achieving sales growth , in addition to all its objectives, venturing into completely new media for them and maintaining the standards of ethics and regulations imposed for the industry. As well as the existing paradigms that digital media might not be suitable (or dangerous) for the industry and the brand.
They sought us out because they needed an agency that, in addition to maintaining an aesthetic line of design and creativity , could generate tangible results in brand positioning and generation of qualified contacts that could increase product sales in the market.
To achieve this, what they needed was a comprehensive strategy that, without neglecting traditional media, could combine digital and non-digital efforts with an educational focus and could unify marketing efforts and reports with a tangible and measurable return on investment. Our greatest challenge as their allies was to implement the Inbound methodology in all types of channels and achieve a union between media that would create the perfect Flyweel to accelerate the growth that the brand was seeking.
The result
The results of the strategy were so successful that they even surprised us and managed to exceed the expectations of the report.Growth Hub ROI 2018 For the LATAM region , 107 times in attracting visits and 5.2 times in generating contacts! We met the objective of transmitting the message of multivitamins and getting closer to the consumer's life with an interactive community of more than 40 thousand users on digital channels and the most impressive of all: we met the objective of growing double digits in the sale of the product in its three presentations throughout the country! Which led to the brand now using Inbound Marketing as its main marketing pillar.
Their vision is to become leaders and references in the B complex as a source of energy and they seek to achieve this with their commitment to developing products of the highest quality on the market, which meet and even exceed the specifications of the World Health Organization.
Its three main axes are: energy (Bedoyecta Caps), child development (Bedoyecta Pediatric) and concentration (Bedoyecta +G).
The objectives and challenges
The pharmaceutical industry in Mexico has several laboratories cameroon whatsapp lead with very strong investments in marketing, specifically in the multivitamin segment, which is manifested in 60 products that compete to communicate to their consumers, clients and the general public a message: "the more vitamins a multivitamin contains, the greater the benefits" which sometimes results in overconsumption that is harmful to people.
Bedoyecta's objectives were as follows:
Grow the brand by double digits in sales in 2018 compared to 2017
The challenge to achieve it: It was an aggressive goal considering the conditions in which the year began and something that had not happened in three years. Bedoyecta is the most important brand in the laboratory's portfolio and had the majority of the multivitamin market share , so double-digit growth meant covering even more than what was already being done.
Take the conversation into digital media and position yourself on key issues for the brand, starting with the brand and B complex.
The challenge to achieve this: They already had a website and a content strategy but it was promotional and aspirational, it didn't really talk about real situations of the prospect or answer essential questions they had, and when online searches were made about their product, the people who spoke were others: blogs, doctors or opinion forums. This didn't allow them to inform the general public about the true benefits of vitamins and the B complex; relating the brand to the real life of the patient.
That the new generations identify Bedoyecta as their ally in generating energy to feel more invigorated.
The challenge to achieve this: Although it was already consolidated in the market, it was perceived as an old brand.
To make known its different versions and uses (Bedoyecta Capsules, Bedoyecta +G and Bedoyecta Pediatric) for over-the-counter sale to the public and not as injections.
The challenge to achieve this: The drug was positioned in the consumer's mind as an injectable and prescription-only product when it has several versions for different audiences and uses.
The biggest challenge
Bedoyecta was only using traditional media (billboards, trucks, billboards, activations, etc.) and the initiatives they had taken to venture into digital media had been isolated and aspirational, which had not managed to position the brand but the creative campaigns used had and had not provided great results. The biggest challenge that the brand faced was achieving sales growth , in addition to all its objectives, venturing into completely new media for them and maintaining the standards of ethics and regulations imposed for the industry. As well as the existing paradigms that digital media might not be suitable (or dangerous) for the industry and the brand.
They sought us out because they needed an agency that, in addition to maintaining an aesthetic line of design and creativity , could generate tangible results in brand positioning and generation of qualified contacts that could increase product sales in the market.
To achieve this, what they needed was a comprehensive strategy that, without neglecting traditional media, could combine digital and non-digital efforts with an educational focus and could unify marketing efforts and reports with a tangible and measurable return on investment. Our greatest challenge as their allies was to implement the Inbound methodology in all types of channels and achieve a union between media that would create the perfect Flyweel to accelerate the growth that the brand was seeking.
The result
The results of the strategy were so successful that they even surprised us and managed to exceed the expectations of the report.Growth Hub ROI 2018 For the LATAM region , 107 times in attracting visits and 5.2 times in generating contacts! We met the objective of transmitting the message of multivitamins and getting closer to the consumer's life with an interactive community of more than 40 thousand users on digital channels and the most impressive of all: we met the objective of growing double digits in the sale of the product in its three presentations throughout the country! Which led to the brand now using Inbound Marketing as its main marketing pillar.