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The challenge of Amato Pharmaceutical, a pharmaceutical manufacturer with over 200 years of history
Amato Pharmaceutical is a pharmaceutical company with over 200 years of history that develops the hemorrhoid medication “Borragynol®.” In recent years, the company has been actively pursuing new initiatives, such as the development of new brands such as “BORRA®,” which addresses problems associated with poor lifestyle habits, a factor in the development of hemorrhoids, and “FEMBORRA®,” which alleviates problems associated with imbalances in female hormones. There is no significant bias in customer demographics between men and women, and the demographics of “Borragynol®” and “BORRA®” customers are similar in age, with the majority being in their 60s and 70s. Elderly customers in particular are encouraged to purchase Borragynol by their trust in the product.
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The decision to switch to ecforce was made due to its expandable functionality, thorough support system, and sense of security.
Several issues became apparent as the “BORRA Online Shop” was operated. The first issue was the integration between systems. The cart system, landing page management, and sales data analysis system all existed separately, making it difficult to maintain data consistency between these systems. This resulted in discrepancies depending on whether or not cancellations were included in order data, leading to inconsistent subscription retention rates. To resolve this issue, a system was needed that could centrally manage not only the cart but also landing page and sales analysis. The second issue was the increasing complexity of product code management. While this was not an issue at the start of the business, as the number of products and bulk purchase offers increased, product codes became more complex. When registering a single product, it was necessary to register the product code separately for each subscription delivery interval (30 days, 60 days, 90 days, etc.), making management cumbersome.
Discussions about the system migration itself began around March 2024, and the EC site was renewed in November of the same year, completing the process in approximately five months. There were some difficulties with the migration of credit card information and the structural differences in product settings between the old and new systems, but thanks to the detailed roadmap provided by the ecforce staff and their generous support, the migration went relatively smoothly.
By introducing ecforce, we can quickly implement the PDCA cycle.
Implementing ecforce efo along with ecforce has made it easier to verify effectiveness. Previously, we had to contact the system administrator and have them provide us with a report, but this took time and made it difficult to make speedy improvements or perform A/B testing. With the introduction of ecforce efo, we can now view the management screen ourselves, check for issues such as drop-off points and errors, and make corrections in a timely manner, allowing us to implement the PDCA cycle at high speed.
Additionally, for complex settings such as different delivery cycles for the same product, such as supplements, such as 30-day or 60-day supplies, or switching products between the first and second purchases, we use the “regular sales function.” ecforce can flexibly accommodate even complex changes, so we are able to set up the content we want.
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