EZCA ran a complete B2B marketing overhaul for Infoapteka — strategy, SEO, redesign, contextual ads, and retargeting — driving 110% more inbound inquiries and 40% growth in online clients in one year.
Infoapteka is a B2B software platform that automates core business processes for pharmacy chains across Russia. EZCA delivered a full-stack marketing engagement: brand and marketing strategy, website redesign, SEO optimization, contextual advertising, and retargeting — resulting in 40% growth in online clients over 12 months and a 110% increase in inbound inquiries.
Infoapteka automates the core operations of pharmacy retail businesses — a specialized B2B niche where buyers are pharmacy chain owners and procurement managers. Despite having a market-ready product, Infoapteka had no structured digital marketing program. Their site was not optimized for search, their brand positioning was underdeveloped, and there was no paid acquisition channel generating qualified leads. For a B2B SaaS product targeting a specific industry vertical, the absence of a search and content strategy meant they were invisible to buyers actively evaluating automation solutions. EZCA was brought in to build the entire marketing function.
EZCA began with research: audience analysis of pharmacy chain operators and a competitive map of the pharmacy automation market. A brand strategy was developed to articulate Infoapteka's core value proposition to its B2B buyers — making the 'why choose us' clear and defensible. The website was redesigned for usability and conversion, then SEO-optimized to rank for the high-intent queries pharmacy decision-makers search. Media campaigns were launched in relevant outlets to build awareness. Contextual advertising in search was configured for hot and targeted keywords — buyers actively researching automation solutions. Retargeting was set up to re-engage pharmacy chain contacts across social platforms. All activity fed into a unified analytics view measuring inbound inquiry volume and client acquisition. The combined program ran for 12 months with continuous optimization at each layer.
Online client acquisition grew 40% over the 12-month engagement — a direct business result for a B2B product where each new pharmacy chain contract represents significant recurring revenue. Inbound inquiries increased 110%, meaning Infoapteka's sales team had more than twice the volume of qualified conversations to work. Search visibility for key pharmacy business queries improved 50%, giving Infoapteka a durable organic presence that continues generating leads beyond ad spend. The marketing strategy and brand positioning developed during the engagement now serve as the operating foundation for Infoapteka's continued growth in the Russian pharmacy software market.
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