EU Telehealth · Marketing Strategy 2026
Grow Médetone into
Europe's leading
online pharmacy.
Europe's leading
online pharmacy.
A data-driven marketing strategy to reduce paid dependency, build organic authority, and scale recurring patient revenue across Italy, Spain, and France.
83.9%
Traffic from paid ads — fragile, expensive, unsustainable
<3%
Organic search share — a massive untapped opportunity
3–5×
Projected ROAS from diversified channel strategy
Section 01
Executive Summary
The opportunity, the risk, and our strategic response for 2026.
The Opportunity: Médetone is an EU-registered, multi-vertical online pharmacy with verified medical professionals, a 4.3-star Trustpilot rating, and coverage across 7 high-demand treatment categories. The telehealth market in Europe is growing at 18–22% CAGR. The brand is well-positioned — but currently underperforming on owned channels.
The Risk: 83.93% of all traffic originates from paid advertising. This creates extreme fragility — one policy change, one ad account suspension, or a spike in CPCs across Italy and Spain could collapse monthly revenue overnight. Organic search contributes less than 3% of visits.
Our Strategic Response — Three Pillars
Stabilise — Reduce Paid Dependency
Build organic search authority in Italian, Spanish, and French languages. Target top-of-funnel patients who never see your ads.
Scale — Smarter Paid + Social Commerce
Optimise paid with AI bidding, launch TikTok and Instagram for the weight loss and hair loss verticals across Italy and Spain.
Retain — Build Recurring Patient Revenue
Deploy email and SMS automation for repeat prescription reminders, cross-sell across treatment categories, and patient loyalty.
Key Metrics Snapshot — March 2026
Monthly Visits
30,118
▼ 25.9% MoM
Paid Traffic
83.9%
Critical risk
Bounce Rate
40.2%
Acceptable
Mobile Traffic
79.4%
Mobile-first
2026 Targets at a Glance
120K
Monthly visits by Q4
+298% growth
<55%
Paid traffic dependency
Down from 84%
25%
Organic traffic share
Up from 3%
4.5×
Blended ROAS target
Paid channels
35%
Repeat prescription rate
Retention KPI
3
Core EU markets scaled
IT · ES · FR
Section 02
Understanding the Business
A deep-dive into Médetone's offering, market position, and current digital performance.
What Médetone Does
Médetone is an EU-registered online pharmacy delivering clinician-led, personalised prescription treatments directly to patients across Europe. Patients complete a 2-minute eligibility questionnaire, receive a free prescription from a BIG-registered doctor within 24 hours, and get next-day delivery.
💊 Weight Loss (GLP-1, Wegovy)
💇 Hair Loss
🧬 Erectile Dysfunction
🌸 Contraception & HRT
✨ Acne Treatment
⚡ Emergency Contraception
Medical Team & Trust Signals
Dr
Dr. Abdullah Alhasan — Medical Director
Weight management, men's health & preventative care. EU-registered, Italy board certified.
Dr
Dr. Cosmin Alexandru — Senior Doctor
25 years experience across weight management and sexual health.
Rph
Katja Derksen — Responsible Pharmacist
27 years experience. Women's health and hormonal care lead. BIG-registered.
Dr
Dr. Abdulrahman Alhasan — Medical Doctor
Weight management, men's health and hair loss pathways.
Traffic by Geography — March 2026
🇮🇹
Italy
40.1%
▲ 356%
🇪🇸
Spain
31.0%
▼ 68.6%
🇫🇷
France
14.6%
▼ 17.4%
🇧🇪
Belgium
3.4%
▲ 1,015%
🇺🇸
USA
2.4%
▲ 37.1%
Marketing Channel Breakdown
Paid Search
83.9%
Direct
6.2%
Social
3.7%
Organic
3.2%
Referrals
2.7%
Critical Finding: Spain traffic fell 68.6% MoM — likely a paid ad disruption. This perfectly illustrates the paid-dependency risk. Italy grew 356%, driven by a paid campaign surge that must be matched with organic content to retain these users long-term.
Section 03
Growth Strategy 2026
A four-phase annual playbook built around six strategic pillars — compounding results quarter by quarter.
1
Q1 · Jan–Mar
Foundation & Quick Wins
January → March 2026
- Setup GA4 + full conversion tracking
- Launch Italian & Spanish Google Search campaigns
- Weight loss & hair loss keyword targeting
- Activate site retargeting pixels
- Begin multilingual SEO content production
- Email welcome sequence setup
2
Q2 · Apr–Jun
Amplification
April → June 2026
- Launch TikTok paid social (Italy & Spain)
- Instagram UGC-style weight loss ads
- Spring weight management campaign push
- Email & SMS retention engine live
- Repeat prescription reminder flows
- Blog SEO content engine ramping up
3
Q3 · Jul–Sep
Scale & Compete
July → September 2026
- Scale TikTok to 8M+ monthly impressions
- Competitor conquest campaigns (ZAVA, etc.)
- Landing page CRO programme
- French market full activation
- Expand to Belgium & Netherlands
- Cross-sell email flows (multi-treatment)
4
Q4 · Oct–Dec
Peak & Loyalty
October → December 2026
- New Year weight loss intent campaign (from Nov)
- Christmas gifting campaigns for wellness
- Patient loyalty & referral programme launch
- Influencer partnerships in Italy & Spain
- Annual review + 2027 strategy planning
- Patient re-engagement win-back campaigns
Six Strategic Pillars
SEO Dominance (IT/ES/FR)
200+ multilingual blog articles, condition guides, and FAQ pages targeting weight loss, hair loss, and ED keywords in Italian, Spanish, and French. Build from 3% to 25% organic traffic share by Q4.
Social Commerce (TikTok + Meta)
Short-form video content on TikTok and Instagram Reels showcasing real patient transformations, clinical authority, and treatment explainers. Primary markets: Italy and Spain.
Retention Engine
Automated email and SMS flows for prescription renewals, cross-sell prompts (e.g. weight loss → HRT), win-back campaigns, and loyalty rewards. Target: 35% repeat prescription rate.
Smart PPC (AI-Optimised)
Google Search and Shopping with Performance Max, AI-bidding, and dynamic ad copy. Shift focus from broad awareness to high-intent, conversion-ready keywords across all verticals.
Influencer & PR
Partner with micro-influencers in the Italian and Spanish wellness space. Focus on authentic, compliance-cleared testimonials that drive trust and branded search volume.
CRO & Mobile UX
With 79.4% mobile traffic, a dedicated CRO programme — faster consultation flow, A/B tested landing pages, and improved mobile checkout — can significantly lift conversion rate.
Section 04
Campaign Execution Plan
Six campaign tracks running simultaneously, coordinated by one unified performance dashboard.
Track 1 — Paid Search (Google Ads)
Q1 Launch
Google Search & Performance Max targeting GLP-1, Wegovy, perdita di peso, pérdida de peso, and minoxidil keywords. Separate campaigns for Italy, Spain, and France with localised ad copy.
Google Search
Perf. Max
Retargeting
Dynamic Ads
Track 2 — Social Commerce (TikTok + Meta)
Q2 Launch
Short-form video on TikTok and Instagram Reels. UGC-style content showing patient journeys. Meta retargeting for website visitors. Compliance-cleared copy per AIFA (Italy) and AEMPS (Spain) guidelines.
TikTok Ads
Instagram Reels
Meta Retargeting
Track 3 — SEO Content Engine
Year-round
200+ blog articles and condition guides in Italian (primary), Spanish, and French. Target informational keywords first (treatment explainers, side effects, comparison guides), then commercial. Build domain authority through medical E-E-A-T signals.
Italian SEO
Spanish SEO
French SEO
Link Building
Track 4 — Email & SMS Retention
Q1–Q2
Automated flows: welcome sequence → treatment education → repeat prescription reminders → cross-sell (weight loss patient offered hair loss consult) → win-back. SMS for time-sensitive prescription renewals.
Welcome Flows
Rx Reminders
Cross-sell
Win-back
Track 5 — Influencer & PR
Q2–Q4
Partner with 15–20 Italian and Spanish micro-influencers (50K–500K followers) in wellness, fitness, and lifestyle niches. Compliance-cleared testimonials and educational content. Focus on weight management and men's health verticals.
Micro-Influencers
Italy Wellness
Spain Fitness
Track 6 — CRO & Mobile UX
Q2–Q3
Dedicated CRO programme for the consultation funnel. A/B test landing pages, reduce consultation drop-off, and optimise mobile checkout. With 79.4% mobile traffic, even a 1% conversion lift = significant revenue uplift.
A/B Testing
Mobile CRO
Heatmaps
KPIs We Measure
Cost Per New Patient
Primary acquisition KPI
ROAS by Channel & Market
Target: 4.5× blended
Repeat Prescription Rate
Target: 35%+ by Q4
Email Open & Click Rates
Target: 32% open / 6% CTR
TikTok Video Hook Rate
Target: 30%+ 3-sec view rate
Organic Traffic Growth
Target: 3% → 25% share
Compliance Framework
All creative reviewed against:
AIFA (Italy) — Pharmaceutical advertising guidelines
AEMPS (Spain) — Medical advertising compliance
ANSM (France) — Health product promotion rules
GDPR — Patient data & email marketing consent
Monthly compliance audits. No unsubstantiated health claims. Mandatory disclaimers on prescription product ads. All landing pages reviewed by medical team before launch.
Section 05
Pricing & Scenarios
Two investment scenarios — each with a clear strategic intent and expected return profile.
Scenario A
Growth Starter
€5,500
/ month total
Ad spend: €3,500 · Management: €2,000/mo
Annual estimate: ~€66,000
What's Included
✓Google Search — Italy & Spain (weight loss + hair loss)
✓Meta retargeting (website visitors)
✓SEO content — 4 articles/month (Italian + Spanish)
✓Email retention setup (3 flows)
✓Monthly performance reporting
✓Conversion tracking setup
Expected Outcomes (Q4)
50,000–70,000 monthly visits · 3.5–4.5× ROAS · Organic traffic ~10% share
Scenario B
Market Dominance
€11,500
/ month total
Ad spend: €7,500 · Management: €4,000/mo
Annual estimate: ~€138,000
What's Included
✓Google Search + Performance Max (all 3 markets)
✓TikTok Ads + Instagram Reels (social commerce)
✓SEO content — 10 articles/month (IT + ES + FR)
✓Email + SMS full automation (8 flows)
✓Competitor conquest campaigns
✓CRO programme + landing page A/B testing
✓Influencer programme (micro, 15–20 creators)
✓Live Looker Studio performance dashboard
Expected Outcomes (Q4)
100,000–130,000 monthly visits · 4.5–6× ROAS · Organic traffic ~25% · 35%+ repeat Rx rate
Our recommendation: Scenario B (Market Dominance) is the right choice for Médetone at this stage. The 83.9% paid dependency means the business is already spending heavily on acquisition — but without the organic, social, and retention infrastructure to convert that spend into durable growth. Scenario B closes that gap and builds an asset that compounds year over year. You own all ad accounts, all data, and all content assets. No lock-in after the initial 90-day onboarding period.
Section 06
Budget & Estimation
Quarterly investment pacing for Scenario B — how each euro is allocated across the year.
Quarterly Investment Pacing (Scenario B)
| Quarter | Period | Investment | Focus |
|---|---|---|---|
| Q1 | Jan – Mar | €23,500 | Google Ads setup, tracking, SEO foundation, email flows |
| Q2 | Apr – Jun | €33,000 | TikTok launch, spring weight loss push, content engine ramp |
| Q3 | Jul – Sep | €43,500 | All channels live, competitor conquest, CRO investment, France |
| Q4 | Oct – Dec | €38,000 | New Year campaign, loyalty programme, seasonal push |
| Annual Total | €138,000 | Full-year Scenario B investment | |
Annual Spend by Channel
Projected Returns — Scenario B
Monthly Visits by Q4
100K–130K
up from 30,118 in March 2026
Blended Paid ROAS
4.5× – 6.0×
based on comparable EU pharma campaigns
Organic Traffic Share (Q4)
~25%
up from 3.2% — permanent, compounding asset
Repeat Prescription Rate
35%+
target by end Q4 — up from baseline est. <15%
You own everything. All ad accounts, all content assets, all email lists, and all analytics data remain yours. We earn the continued engagement through results — not contract lock-in. We're ready to begin Q1 onboarding immediately.
Ready to start?
Let's book a strategy call and begin Q1 onboarding.
medetone.com
April 2026 · Confidential