Case Study Fisiopharm & Cream – Mediterranean Creatives: how to get ROAS X10 with Spoki and WhatsApp

Context

Fisiopharm is a company that has been active for more than 20 years in the field of wellness and sleep quality, founded by Pietro Napoletano, a promoter of the culture of good rest. The company stands out for offering integrated and personalized sleep systems, with an approach that considers good sleep as a conscious choice, essential for the customer’s health. Traditionally, Fisiopharm has focused on direct sales to the end consumer, with a model based on a physical presence in retail outlets, such as pharmacies, where qualified staff interacted directly with customers, collecting their contact information to finalize sales at a later date.

As digital marketing evolved, Fisiopharm recognized the need to transform its traditional approach, updating it and making it more effective in today’s context. In response to this need, the company decided to partner with Cream – Creativi Mediterranei, adigital marketing agency with a focus on optimizing sales processes. Cream proposed to Fisiopharm the adoption of Spoki, a conversational marketing software that integrates WhatsApp APIs to transform communication with its customers by making it more authentic, personal and profitable.

The introduction of Spoki made it possible to leverage the speed and immediacy of communication on WhatsApp to reach potential customers at every stage of the funnel, from “cold” to “hot” contacts.

Case Study

The main challenge for Fisiopharm was to adapt its sales model to the dynamics of digital marketing while maintaining direct and personalized communication with customers. In the past, the company collected contacts from potentially interested customers at the points of sale and then made manual re-contacts by operators. This approach proved costly in terms of both time and resources.

The Cream agency then developed a strategy that allowed Fisiopharm to segment its database and take targeted marketing actions, managing each group of contacts differentially. Four key customer segments were identified:

1. Not Responded: Contacts who had never responded to previous contact attempts. For this audience, defined as “cold,” generic messages were sent to stimulate interest and curiosity about the products.
2. Negatives: Clients who, after an initial interaction, had shown disinterest in the product and did not schedule any appointments. Informational messages were sent to this group to educate them about the benefits of Fisiopharm products, trying to create interest in a gradual and less invasive way.
3. Not Sold.: Contacts who, after responding to contact attempts and booking an appointment, had not completed the purchase. To encourage conversion, promotional messages containing discount codes were sent, with the aim of reducing the economic factor as a barrier to purchase.
4. Sold: Customers who had already completed a purchase. For them, Fisiopharm adopted a customer relationship management (CRM) strategy, sending follow-up messages asking for positive reviews or suggesting additional products, such as water purifiers, for cross-selling activities.

With this breakdown, Fisiopharm was able to manage about 4,000 contacts more efficiently, tailoring the message according to the type of customer and their position within the sales funnel.

Implementation and Integration

To realize this strategy, Fisiopharm has adopted two main tools:

• CRM ActiveCampaign: Used to manage, segment and organize contacts, facilitating automation of follow-up by segment.
• Spoki: Implemented for automated message delivery via WhatsApp, it enabled direct outreach to customers with tailored communications, speeding up response times and ensuring a high probability of readership.

The integration process was rapid and allowed Fisiopharm to send approximately 3,000 WhatsApp messages to various customer segments. The automation of communications simplified contact management, reducing the need for manual actions and minimizing operational costs associated with direct contact.

With Spoki, Fisiopharm was able to tailor communications to the customer segment, increasing engagement and optimizing the sales process.

The combined use of Spoki and ActiveCampaign.

The combination of ActiveCampaign and Spoki represented a significant step forward for Fisiopharm in managing contacts and post-sales interactions. The CRM system made it possible to keep customer data up-to-date and automatically manage communication flows for each segment, while Spoki made it possible to send targeted WhatsApp messages.

In detail:

• Contact Segmentation.: Each contact received customized messages based on the stage of interest or purchase. For example, “cold” contacts received basic informational content, while already “hot” contacts were incentivized with discounts and offers.
• Automations for Abandoned Contacts.: Thanks to the automations, customers who had abandoned the sales process received targeted follow-ups aimed at keeping attention on Fisiopharm products alive and reducing the abandonment rate.
• Customer Relationship Management.: Already acquired customers were engaged with thank-you messages and requests for reviews, as well as receiving cross-selling proposals, thus fostering a lasting relationship with the brand.

A Two-Way and Transversal Solution

The implemented strategy benefited from two-way, cross-communication between WhatsApp, Spoki, and ActiveCampaign, with numerous advantages:

• Advanced Automations: Creation of a dynamic and customized communication flow, adapted to customer characteristics.
• Operational Efficiency: Reduced response time and operational costs through the automation of recontact processes, making the entire sales cycle smoother and more efficient.
• CRM Updated in Real Time.: Segmentation of contacts based on responses and automatic updating of information in CRM, allowing you to maintain an up-to-date database.
• Improved Customer Experience: More targeted and timely communication, which fostered higher retention rates and improved brand perception.

Drive to Store with Spoki

In addition to online communication, Spoki supported Fisiopharm in “Drive to Store” activities, incentivizing customers to physically visit stores. Thanks to geolocated WhatsApp messages and personalized invitations, it was possible:

• Send Personalized Invitations.: Dedicated messages for special in-store events, such as previews of new products or exclusive discounts, creating a sense of exclusivity.
• Geolocalized Promotions.: Using Spoki’s advanced segmentation features, customers in the vicinity of stores received dedicated promotions, increasing in-store traffic.
• Post-visit follow-up.: After the visit, Spoki has enabled them to maintain contact with customers, sending reminders for new arrivals or offers, promoting conversion.

Results Obtained

The adoption of Spoki has produced significant results for Fisiopharm:

• Increased Conversion Rate.: The use of Spoki led to an increase in conversions, generating about €10,000 in revenue directly from the platform.
• Number of Leads Managed: About 4,000 leads were managed.
• High Message Reading Rate.: 70% of WhatsApp messages sent were read by recipients, which is significantly higher than that of traditional email (20%).
• Response Rate: 5% of customers responded directly to messages, improving interaction with the company.
• Reduced Operating Costs.: Automation of communications has reduced the costs associated with manual re-contact operations.
• ROAS: The campaign generated X10 ROAS, confirming the effectiveness of the adopted strategy.

Fisiopharm found a very high level of satisfaction, highlighting how, compared to email, the WhatsApp channel allows for read confirmation and more direct contact with the customer.

Conclusion

The Fisiopharm case demonstrates how the integration of digital tools like Spoki, in combination with an advanced CRM like ActiveCampaign, can transform a traditional sales model into a highly efficient marketing strategy. By partnering with the digital agency Cream – Creativi Mediterranei, Fisiopharm has optimized its sales and follow-up processes, reducing operational costs and improving the customer experience. This synergy represents a winning model for companies that wish to innovate while maintaining direct contact with the customer, effectively responding to the challenges of the modern market.

CREDITS
Agency: CREAM – MEDITERRANEAN CREATIVES

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