International content strategy for health science portfolio
Delivered targeted healthcare marketing across international markets for diverse Nestlé Health Science portfolio.
Market/brand launch
Marketing to a niche audience
Unpicking ROI
Global to local and vice versa
Market insights & strategy
The Challenge
Unifying a complex brand ecosystem to deliver local connection and global impact
Nestlé Health Science is a global leader in the field of science-driven nutritional solutions, offering a portfolio that spans medical nutrition, consumer health and specialised healthcare solutions.
Despite its strong market presence and scientific expertise, Nestlé Health Science faced a unique challenge: aligning the digital presence of its local affiliate brand websites with its global vision, while catering to the distinct needs of diverse markets. Our partnership aimed to develop a cohesive content strategy that would unify their fragmented online ecosystem, maximise organic visibility and deliver meaningful engagement across their international audiences.
Nestlé Health Sciences / Medico Digital
Addressing localised needs while maintaining a universal vision
Each Nestlé brand had unique search patterns and audience behaviours, requiring detailed insights and strategies. Communicating these needs effectively to a wide variety of stakeholders across multiple markets was a critical challenge.
Achieving long-term organic growth through effective content
Nestlé needed an actionable, sustainable content marketing strategy to ensure their sub-brands not only increased organic visibility but also delivered meaningful value to their audiences.
Breaking through in a crowded market
Wobenzym, a supplement for inflammation, faced limited brand recognition with the emergence of new competitors.
Their goal was to strengthen brand equity in their largest markets, the Czech Republic and Germany, by addressing critical gaps in their digital presence and positioning as a trusted expert in the inflammation space. They needed a partner capable of analysing the market landscape, understanding consumer sentiments and identifying strategic opportunities for growth.
Aligning a fragmented brand under a unified platform
Nestlé faced a significant challenge in consolidating its multiple independent YourGard product websites into one unified, cohesive brand platform. These sites varied in design, tone and content, which fragmented the brand’s identity and ultimately affected the user experience. The project meant navigating perspectives on content placement and how much information should be included on the YourGard site versus other Nestlé properties.
Balancing clinical expertise with a consumer-friendly approach
Compleat, a Nestlé initiative focused on tube feeding products and information for people with dysphagia, faced the challenge of transitioning from the corporate website to an independent platform. This move required striking a delicate balance between clinical authority for healthcare professionals and a more approachable, family-friendly design for patients and caregivers.
Adding to the complexity, there were varying discussions over which content should remain on the Compleat site versus other Nestlé platforms. Coordinating across large internal teams, navigating brand guidelines and aligning with external content and development providers made the project an interesting challenge.
The Solution:
- Identifying local opportunities with Consumer Intent Models (CIM)Medico introduced CIM studies that went beyond traditional keyword research. These studies provided actionable insights into local search behaviours and trends, presented in a clear, visual format. Collaborating closely with Nestlé stakeholders, we translated these insights into compelling business cases for further digital investment and tailored content strategies for each market.
- Implementing a tailored organic SEO strategyOur SEO experts partnered with Nestlé’s internal teams to deliver comprehensive strategies across their sub-brands and sub-verticals. This included technical SEO audits, content and competitor analysis, and premium medical SEO copywriting. We created focused editorial calendars and marketing campaigns that were not only optimised for search engines but also aligned with the broader objectives of each brand.
- Building authority with data-driven contentIn-depth social listening and focused keyword research meant we could analyse online conversations around inflammation to uncover audience emotions and information gaps ripe for Wobenzym content. Tailored workshops were run to empower the brand’s local teams with guidance on creating optimised, value-driven content that resonates with their target audience. Through this collaboration, we identified unique content territories to differentiate Wobenzym from competitors, laying the groundwork for an impactful, enduring presence in the health supplement market.
- Seamless coordination and strategic diplomacyAligning these disparate elements under a single YourGard brand required careful coordination to ensure a consistent, user-friendly experience for both healthcare professionals and consumers. By encouraging alignment across all parties, we were able to successfully deliver a unified YourGard platform that strengthened Nestlé’s digital presence and better served its diverse audience.
- Crafting a dedicated, trustworthy platform for all Compleat audiencesCollaborating closely with Nestlé's internal stakeholders to ensure the content and messaging aligned with brand goals and user needs, our team designed a dedicated Compleat website with a welcoming, family-focused aesthetic that distinguished it from Nestlé’s corporate branding, while maintaining trust and authority. Existing resources, such as 3D animations and medical imagery, were adapted to fit the new platform’s design and user experience.
- Implementing a tailored organic SEO strategyThrough close collaboration and our unique areas of expertise, Medico Digital became a key partner to Nestlé Health Science, helping them achieve long-term organic growth across their diverse portfolio of brands. Our tailored, data-driven approach provided a replicable model for medical content creation and digital success. Nestlé Health Science now looks to our research and strategies as a global blueprint for search engine optimisation, cultivating a unified, high-performing digital ecosystem that can scale multiple territories.
Working with Medico Digital on optimising our content strategy to drive improved visibility online and greater engagement on our websites has been great. The team are highly knowledgeable in the healthcare space. They’re smart, reliable and - this is important - patient! Not only have they delivered on our briefs so far, I’ve also learned a lot from my work with them. I’m looking forward to doing more with Medico in the future.
Nicole - Nestlé Health Science
Global Lead
