Proudly Australian-owned, Ego Pharmaceuticals has pioneered the development, manufacture and distribution of innovative skincare products for sixty years. From its inception as a family business in 1953, Ego has established a reputation based on consistently delivering effective, high-quality products underpinned by heritage and integrity. Ego has become a dominant force in pharmaceuticals, specialising in specific skincare and remedies for a diverse range of needs.
&Mine answered the brief through a multi-platform approach supported by content and marketing outreach over a range of communication channels. We wanted to grow Ego Pharmaceuticals and connection with customers, as well as strongly defining their online and offline presence both locally and internationally. An integral part of our solution was the direct sales channel which came in the form of an e-commerce website.
Our complete strategy focused on the concept of the Ego Ecosystem (coined ‘Egosystem’), which was developed to connect brand and category communications. We aimed to optimise communication by aligning traditional marketing objectives with digital performance indicators. We achieved this by elegantly navigating the tight rules of communications content in the pharmaceutical space and claims supporting the ASMI. This was possible by utilising well-established categorical research and brand sales data from IMS Health and Aztec Scans. We streamlined paths to purchase and connected consumers to content with succinct digital roadmaps.
With the unique and entirely bespoke design of our Egosystem, we were able to implement a strategy in which three core platforms were defined. These included Skin Expert, which positioned the company as a pioneering leader in the digital pharmaceutical space, Egopharm.com which showcased the company’s on-going ESG and Ego Test Drive which allowed consumers to interact with brands and products.
These versatile communication channels are engaging with consumers across social media, search and offline. We worked within the brand and category goals of our Egosystem by integrating paid advertising, social media marketing, search engine optimization, content development and organic traffic growth to ensure the continued engagement with consumers locally and internationally. The backbone of these beautiful results across multiple channels is built on WordPress.