Brand of oral hygiene products and food supplements
Crinex: How to Ensure the Visibility of Regulated Pharmaceutical Products?
Over 700
reviews
collected
Over 150
Over 1.9K
4/5
The Brand
Laboratoires Crinex is a French family-owned company, marketing oral hygiene products and food supplements.
With over 20 years of expertise, the brand offers a wide range of interdental brushes, toothbrushes, toothpastes, and products against halitosis (bad breath).
Crinex also offers vitamin-based food supplements and probiotics for both children and adults. The brand now primarily operates in the field of medical nutrition, particularly around Vitamin D.
Crinex is currently the 3rd largest player in the French oral hygiene market. Their dental products cover a wide range with over fifty references.
The brand upholds strong values:
- Passion for prevention;
- Stringent product composition requirements;
- Product quality;
- Ethical and integral approach to medication and the pharmaceutical industry.
Crinex’s Positioning in the French Market
The Crinex brand has an e-shop where different product ranges are presented, and benefits from additional visibility on numerous reseller sites (Atida, Parapharmacie Lafayette, Cocooncenter, Easypara, Vitalya, Amazon). The products are also sold physically in over 1,200 pharmacies and parapharmacies.
Regarding food supplements, the main target is young mothers, often responsible for the family’s health.
For oral hygiene products, Crinex primarily targets people over 50 and/or those with oral hygiene issues.
In seeking to position itself in the French nutrition and oral hygiene market, Crinex must overcome several challenges:
- Establish itself as a reference in oral hygiene and food supplements (probiotics, vitamin D), particularly by improving its internet search rankings;
- Gain visibility on social networks;
- Gather more reviews on its website.
The Challenges for the Crinex Brand
As previously explained, Laboratoires Crinex is a brand developing pharmaceutical products such as food supplements, as well as medical devices for oral hygiene.
Health and wellness brands face very strong constraints in terms of communication as they are subject to strict regulations regarding advertising. For example, having a Facebook manager is impossible… Thus, it is forbidden to present characteristics or functions that the product does not possess, and also to present properties of prevention, treatment, or cure of a disease. Food supplements cannot make health claims or mention that they have particular characteristics differentiating them from other similar products.
Faced with such a sensitive sector of activity, it becomes much more difficult to establish oneself.
Moreover, French consumers tend to favor peer recommendations on digital platforms before making a purchase. This is even more true when the brand is little known, and even more so in this so-called “paramedical” sector.
Thus, the Crinex brand has little visibility in the market, as there are very few reviews on its site, so it was important to equip it with the Trustt software to:
- Develop affinity-based visibility, particularly for food supplements and generate qualified traffic to the e-shop;
- Convert site visitors into customers, by improving the conversion rate;
- Identify acquisition targets and consumer expectations;
- Engage a community of brand ambassadors around the brand;
How to develop brand awareness for a pharmaceutical company?
To address Crinex’s challenges, several levers were implemented through the Trustt tool and the expertise of its teams:
- Building a highly targeted panel of ambassadors
As a comprehensive community management CRM, Trustt has enabled Crinex to place the voice of its consumers at the center of its marketing strategy. T he launch of an ambassador program has allowed the brand to implement product campaigns addressed to perfectly targeted ambassadors. SophIA is a smart matching technology that identifies the right profiles for the right products, offering Crinex a perfectly qualified panel of ambassadors.
As a result, Crinex obtained qualitative and authentic publications from its ambassadors on social networks, which they were able to share digitally. These reassuring contents had an impact on engagement and conversion by consolidating consumer confidence in the benefits of the brand’s products.
- The addition of the mention “proven effectiveness “”” on products
The collection of positive reviews and the results of user tests allow, in addition, to add the mention “proven effectiveness” on product pages, social networks, and all other communication materials, providing additional reassurance. This trust is all the more important as it is complicated to make health claims and assured benefits on this type of product.
In a single ambassador campaign, Crinex was able to introduce one of its oral hygiene products to a highly targeted audience. The collected reviews and distribution on social networks contributed to the development of Crinex’s brand awareness. Upcoming campaigns will help showcase other products, which will in turn be valued through numerous reviews and social media publications.
Results: UGC serving Crinex’s brand awareness
Thanks to the product campaign, dozens of social media posts were shared, highlighting the product, its characteristics, and its benefits. These UGC can be reused by the brand on its various communication channels, whether on digital platforms (website, product pages, social networks) or physical media (in-pharmacy materials, print, etc.).
Furthermore, with the product campaign, the brand collected hundreds of opt-ins which allowed it to send perfectly targeted communications (newsletter, email campaign) to a qualified audience in order to direct them to its website and thus increase conversions.
Authentic reviews to increase e-shop sales
Thanks to the campaign conducted by Crinex, dozens of reviews were obtained on the product page, which received a rating of 4.35/5. These same reviews are highlighted on social networks, but also integrated into the product pages of reseller sites, to gain visibility in this product category.
These reassuring elements enrich the e-shop’s product pages, and boost its visibility and conversions. Indeed, detailed reviews, accompanied by photos (swatches, before/after photos) allow customers to make purchases with confidence.
Data and insights to better understand Crinex’s target audience
During the call for applications, ambassadors are invited to answer a questionnaire, whose questions can be modified according to the brand’s wishes and needs. This questionnaire not only allows selecting the most qualified ambassadors to use the products, but also gathering key information about consumers. These insights are a goldmine for brands, as they allow for a better understanding of consumer expectations, understanding target audiences, knowing competitors, but most importantly, planning future product launches.
And in the era of community marketing, understanding consumer needs has become essential for brands.
At the end of the campaign, a usage test form was also given to the ambassadors who received the product, in order to precisely know their opinion on the product and its use. An interesting way to learn more about product quality and potential improvements.
This detailed feedback is valuable information that allows Crinex to adjust its marketing actions and communication, and to perfectly target the right consumers.
