Back to case studies
Dermatology Regional

Understanding uneven growth: Spain vs Germany

Why does the same brand achieve dramatically different growth rates in different markets?

1

The challenge

A dermatology brand experienced markedly different market performance across two key European markets. Over a 12-month period, market share in Spain doubled from 7% to 14%, while Germany achieved only modest growth from 6% to 8%. Sales data alone could not explain the difference, prompting the need for a deeper understanding of customer experience and omnichannel engagement performance.

2

Strategy

Across Health set out to identify the factors behind the contrasting growth trajectories by comparing customer experience, omnichannel engagement and loyalty performance across both countries. The objective was to understand which aspects of the customer experience were linked to stronger commercial outcomes and where improvement opportunities existed.

3

Tactics

Navigator365™ Benchmark was deployed in both Spain and Germany, assessing HCP perceptions across 32 commercial and medical engagement channels. The study measured engagement quality, customer experience and NPS, and related these metrics to market share evolution. The analysis also revealed a strong relationship between omnichannel performance and customer experience (r = 0.84). The chart below plots customer experience against NPS for each brand in both countries, with the client’s brand circled.

Results

What changed

The Benchmark helped explain the difference in market performance between the two countries.
In Spain, the brand led on share of voice, customer experience and NPS across multiple touchpoints, consistent with market share doubling from 7% to 14%.
In Germany, the brand lagged on channel breadth, engagement frequency, share of voice, customer experience and NPS, consistent with growth from only 6% to 8%.
The analysis identified clear priorities for Germany: strengthen digital engagement and improve content relevance.
By linking customer experience and omnichannel performance to commercial outcomes, the client gained clear direction on where to focus future investment.