B2B support for naturopathic practitioners.
BioMedica Nutraceuticals re-energises its B2B health and wellness business with Adobe Commerce.
Established
1998
Employees: 30
Alexandria, New South Wales, Australia
Tonic The Agency
10%
Increase in average monthly patient orders
Products:
Objectives
Grow B2B business focused on sales of nutraceuticals to practitioners
Enable practitioners to set up prescriptions that patients can log in to fulfill directly
Help clinicians achieve business success while growing demand and loyalty
Results
Achieved its goal of adding 100 new accounts per month in first two months
Simplified script ordering and fulfillment to increase average monthly patient orders by 10%
Doubled the number of quality website visits with enriched educational and product information
Helping improve patient care
For many B2B businesses, the key to success is finding ways to add value for customers beyond just selling boxes of products. At BioMedica Nutraceuticals, which is part of PharmaCare Laboratories, growing a thriving wellness supplements business centers on adding value to the services delivered by natural healthcare practitioners in clinical practice.
When Eyal Wolstin joined BioMedica as General Manager three years ago, he championed finding a new ecommerce platform that would preserve the company’s tradition of selling naturopathic products exclusively through clinicians by prescription while expanding on capabilities.
In addition to allowing practitioners to order BioMedica’s products for their clinics following a strict supply policy, the platform also needed to enable them to set up patient accounts and create prescriptions. Patients would then log in and view only their prescribed items, arrange payment, and set up direct delivery to their homes.
Beyond that, BioMedica also wanted the ecommerce solution to help clinicians with important aspects of managing their practices, such as providing training on the latest natural health innovations and tools for proper clinic and patient management. After exploring several options, BioMedica selected Adobe Commerce to support its growth goals.
Eyal Wolstin and his staff worked with Sydney-based Tonic The Agency to re-platform and redesign the ecommerce website, including migrating and preserving important historical transaction data. The initiative included integration with BioMedica’s on-premises ERP system, MYOB Exo, for seamless inventory and financial management. Tonic consultants leveraged the flexibility and open-source nature of Commerce to develop customised workflows that enable practitioners to write scripts and kick off an automated email notification inviting patients to sign up for an account to easily purchase their products online.
“The timesaving features mean practitioners can spend more time with their patients and less time on administrative tasks. Our online self-service script fulfillment service for patients also helps practitioners reduce or even eliminate product inventory holding costs.”
Eyal Wolstin
General Manager, BioMedica Nutraceuticals
Promoting best practices in naturopathy
BioMedica’s new website features a refreshed look and feel that’s as functional as it is beautiful. The streamlined navigation and automated processes simplify work for busy clinicians. Now, they can easily search and sort by category, such as immune, musculoskeletal, or gastrointestinal, or key criteria, such as condition, dosage, or ingredients. Customers can also transact in different currencies and have multiple baskets.
When practitioners log in, they can now personalise their experience to save time. For example, a practitioner with many patients may choose to have the patient ordering at the top of the page for easy access. The site also lets users specify their interests, highlight resources for quick reference, and track their progress through education modules. To further customise the site, they can even upload their own imagery.
“The timesaving features mean practitioners can spend more time with their patients and less time on administrative tasks,” says Wolstin. “Our online self-service script fulfillment service for patients also helps practitioners reduce or even eliminate product inventory holding costs.”
BioMedica’s site offers a free, comprehensive technical resource library to keep practitioners informed about important health and wellness information. Tonic connected the library to Commerce through an API, making it seamless for customers to access content. In addition, the company’s ongoing online and in-person events aim to educate and inspire its community. A second phase for the website’s development will integrate event ticket booking and communications features to efficiently promote engagement and issue certificates of completion, all through a single platform.
“Now it’s far easier for practitioners to navigate and for our marketing team to categorise the wide variety of videos, articles, white papers, and other resources in our library,” Wolstin says. “Practitioners can track the education they’ve completed. They also receive customised prompts to watch the next video in a particular series, for example, resulting in a more personalised, engaging experience.”
“Overall, the great flexibility and extensibility of Adobe Commerce helps us expand services for our practitioner customers, enhancing the value they receive by partnering with BioMedica.”
Eyal Wolstin
General Manager, BioMedica Nutraceuticals
Enabling practitioners to grow the market
The new ecommerce site helps clinicians grow their practices and, in turn, enables BioMedica to expand its business. In the first two months, the company achieved its goal of adding 100 new accounts per month. Compared to the prior year, the number of quality website visits — defined by visitors spending at least three minutes on the website and navigating through product and education information — has doubled. “Those quality visits immediately translate to a new patient registration or an order,” Wolstin says.
Before launching the new site, up to 50% of scripts written by providers were not fulfilled. The new system will extract them and send emails both to the patient and practitioner. This will help practitioners follow up with their patients to make sure they follow recommended protocols.
Currently, practitioners register around 280 patient orders per month and the company hopes to increase that to 400. With the easier-to-use site and automated reminders, BioMedica aims to double the revenue generated through patient ordering in 18 months. In the first two months, average monthly orders are up 10%, putting the company well on its way, even before launching marketing to promote its new online capabilities.
“Overall, the great flexibility and extensibility of the Adobe Commerce platform helps us expand services for our practitioner customers, enhancing the value they receive by partnering with BioMedica,” says Wolstin.
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