Case Orion: Sanoma's research data is at the core of marketing

Orion is a globally operating Finnish pharmaceutical company.

What kinds of changes are consumers’ buying habits undergoing? What are the trends in  well-being? Where do consumers prefer to buy self-care products?

Insight information produced by Sanoma is actively used at Orion. Orion has purchased studies on well-being, consumption pulse and pharmacy and self-care products from Sanoma.

“We have used all of these internally with different functions. I present the studies, for example, to the sales and management teams. Our sales representatives use these results in the management of B2B customers when presenting Orion or the pharmacy and self-care products market,” explains Tanja Kipinoinen, Customer Insight Manager at Orion.

Customer understanding is crucial

The well-being study deals extensively with people’s perceptions of well-being, as well as consumption habits related to well-being services and products.

“A well-being study contains a lot of information about health trends that are of interest to consumers. We have the itsehoitoapteekki.fi website for consumers, where we produce articles based on the insight. When we produce content for our own channels, we also use it in digital marketing. In this way, we highlight our expertise and familiarity with trends. Insight is also used to support advertising planning.”

The Kulutuspulssi (consumer consumption study), a study conducted by Sanoma, examines changes in the purchasing behaviour of Finns, the impact of sustainability on purchasing decisions and the impact of the economic situation on the largest purchases.

“It is important to keep up to date with changes in consumer behaviour. Customer understanding is at the core of our operations. When it comes to self-care products, it is essential to know what consumers think and what interests them,” Kipinoinen sums up.