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Amson Pharma case study: customer research that reshaped the website and product offers

Listening to customers first, then changing the website and the offers to match what they said.

  • Digital marketing
  • Customer research
  • Website optimisation

In short

At Amson Pharma, Rania Jamal analysed survey feedback and insight from more than 500 stakeholder interactions to find customer preferences and friction points, and used them to improve the website and restructure product offers. Customer engagement rose 23% and website traffic grew 15% quarter on quarter through SEO.

  • 500+

    Stakeholder interactions analysed

  • +23%

    Customer engagement

  • +15%

    Website traffic, quarter on quarter

The brief

Many websites are built around how a company describes itself. Customers arrive with different questions, and when the site does not answer them they leave.

Rania’s work at Amson Pharma started with the customers: what they said in surveys and conversations, what confused them and what they wanted. Those findings then drove changes to the website and the way products were offered.

About Amson Pharma. Amson Pharma is an emerging-market pharmaceutical manufacturer with operations across the full value chain.

Website and offer restructuring through customer research

The challenge

Make the website and commercial offers more relevant to what customers need and expect.

The approach

Rania analysed survey feedback alongside insight from more than 500 stakeholder interactions to identify customer preferences and the friction points that stopped people from engaging.

The findings informed improvements to the website and a restructuring of product offers, so the site led with what customers were looking for. SEO and traffic strategy ran alongside, making the improved pages easier to find.

The result

Customer research became the basis for practical website and offer decisions, giving the team a more evidence-led approach to digital marketing. Customer engagement rose 23% and website traffic grew 15% quarter on quarter.

  • 500+ Interactions analysed
  • +23% Customer engagement
  • +15% Traffic, quarter on quarter

The best website brief is written by customers, not by the company.

FAQ

Questions about this work

Short answers, taken from the case study above.

What did Rania Jamal do at Amson Pharma?

As a remote Marketing Intern from July to November 2024, she analysed survey feedback and more than 500 stakeholder interactions, used the findings to improve the website and restructure product offers, and grew traffic through SEO.

What results did the Amson Pharma research deliver?

Customer engagement rose 23% and website traffic grew 15% quarter on quarter.

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