In our previous case study, we learned about the Marketing Strategy of Wysa an Indian-based AI-enabled mental health application. In this case study, we are talking about the marketing strategy of Fresenius.
The objective of this blog is to learn about the services provided by Fresenius, how it became the top products and service provider for people with renal disease and its marketing strategy.
As the healthcare system across the world is turning digital, the need for companies to have an excellent digital marketing campaign grows essential.
If you are interested in learning more about digital marketing, you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
By the end of this case study, we learn about the marketing strategy of Fresenius, before we dive into it let’s take a quick look at the company’s story, target audience and digital presence.
Source – Wikipedia
Fresenius Medical Care AG & Co. KGaA is an American German healthcare company, their main services include providing kidney dialysis services through a network of 4,153 outpatient dialysis centres, serving 343,000 patients.
The primary target treatment for Fresenius is an end-stage renal disease (ESRD), which requires patients to go to dialysis 3 times a week for the rest of their lives.
Fresenius Medicare aims to combine its expertise and competence to gain sustainable and profitable growth. The headquarters of Fresenius is in Bad Homburg v. d. Höhe, Germany.
The Asia Pacific headquarters is in Hong Kong, their South American headquarters is in Rio De Janerio. The North American headquarters are in Waltham, Massachusetts, Fresenius has a market share of 38% in the dialysis market in the USA.
Fresenius has a vast history behind it dating back to 1462 with just the foundation of a pharmacy to 1996 the foundation of the Fresenius medicare.
|Vision||To be the leader and partner of choice in managing care in a value-based system.|
|Tagline||Creating a future worth living|
Marketing Strategy of Fresenius –
Fresenius as a company does not have a marketing strategy, however, its sub-company Fresenius Kabi had a marketing campaign to fortify its position in the parental nutrition market.
Segmentation, Targeting and Positioning
Segmentation is done to segregate the targeted market that is contacted. By doing so the divided market is made into subgroups based on the demographics, priority, requirements and other behavioural traits that may help understand the market better.
Fresenius has segmented its business into Fresenius providing mainly dialysis services and Fresenius Kabi which focuses on infusion, transfusion and clinical nutrition.
Targeting is the strategy that divides the market into segments so that the company can focus on providing specific services to the customers according to their necessity.
Fresenius medical care provides dialysis services to patients specific to that condition. Whereas, Fresenius Kabi provides fusion, transfusion and clinical nutrition.
The position of Fresenius is great in the market. It is one of the leading high-quality, service providers for dialysis.
Fresenius Kabi did a marketing campaign to gain traffic on their website with an aggressive SEM campaign, the campaign spanned print, digital and social media with other numerous sales aids.
They hooked the attention of their key audience by leveraging KOLs for education programs that attracted a bunch of clinics, specialists, nutritionists, etc.
This campaign increased the web traffic by 1000% in 5 months and increased the total revenue yield by 19%.
Instead of a marketing campaign, Fresenius Medical Care had a press release in which they stated that they will be globalizing operating models to leverage expertise, capture growth opportunities and accelerate value creation.
The Fresenius medical care 2025 strategy in which there will be a reduction of the annual cost base of Euro 500 million with one-time investments of 450-500 million.
Social Media Marketing
Where can Fresenius be found?
- Facebook – 146K followers
- Instagram – 15.4K followers
- Twitter – 7.6K followers
Fresenius has 146k followers on Facebook where they are most active. They mostly post informational content. With some behind-the-scenes to make the feed less professional.
Fresenius uses social media to raise awareness and to answer queries, answers to some of the queries can be found in the new animation of the image film.
Fresenius is mainly active on Facebook, with Twitter behind it. Social media is used to promote and provide information on its branch companies.
By doing social media marketing the company increase its reach to people mostly younger people and makes them aware of the services. The company can answers questions, and interact with its users.
Source – Ubersuggest
Fresenius has 11,695 organic keywords which are really amazing, according to SEO standards organic keywords around 500 are bad, above 1000 are good and above 10,000 are amazing.
They have 55,772 monthly traffic showing us that their SEO strategy is very strong, as per standards monthly traffic above 20,000 is good.
Fresenius being a healthcare company has not done any form of influencer marketing. You could say it is one of its weaknesses. Employing influencers not only helps the company in promoting the product but also helps create awareness.
Influencers can help the company by showing different kinds of products so that the customers know the options available to them in their time of need, by doing so the company increases its sale and gains the trust of the customers.
Fresenius has its website, and customers learn about the different products provided by Fresenius. The customers can also learn about the history of Fresenius.
Although customers cannot buy any services due to Fresenius being a healthcare company, they do have an attractive website and also have mobile applications.
Fresenius has a number of apps, ‘Fresenius app’ is mainly for the employees to easily access the database and track their projects, they also have in-app messaging.
‘FMCNA Total rewards’ is a rewards withdrawal app, the customers can track their rewards their health, and their checkup rewards. The customers can also apply for different plans within the app which include offers and coverage for them or their families according to the plan they have selected.
‘Fresenius Kabi Eternal App’ is an app which provides information about the different products provided by Fresenius Kabi, like paediatric products, tube feeds, and oral nutrition supplements. They give detailed information on the uses and storage of these products.
Content Marketing Strategy
Fresenius is active on social media platforms like Facebook, Twitter, and Instagram. They provide information on their products by posting posts and small videos. They aim to create information on various health problems and what can the customers do to tackle them.
Fresenius also has a short image film on Facebook which portrays real-life situations with feelings and empathy shown from an unusual perspective.
The mission of Fresenius is to improve people’s health by providing high-quality healthcare and affordable prices. They are gearing their business towards the megatrends of health, demographic change and digitalization in healthcare.
Conclusion – What’s unique about the marketing strategy of Fresenius?
Fresenius has become a leading healthcare provider of dialysis services in the US and Europe.
Fresenius has an edge over its competitors because they have created a strong digital presence through its social media outlets and its website.
The reach and trust of the products have increased in the views of the customers because of them being active on social media and interacting with the users.
We know that digital marketing has become a crucial part of marketing for any company. Nowadays no company can survive in the market without a proper marketing strategy, because that is what connects their business with people and drives their business forward.
Digital marketing is one of the most effective ways of marketing, it has become apparent to learn more about it. If you would like to learn more and upskill yourself, you should check out IIDE’s 4 Month Digital Marketing Course.
If you like case studies of companies such as the marketing strategy of Fresenius, check out IIDE’s Knowledge Portal to learn more.
Thank you for reading this blog, hope you found it insightful. If you have any thoughts do put them down in the comment section below.