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Metagenics
The
Project
For more than 40 years, Metagenics has focused on helping people live happier, healthier lives, through Practitioner-formulated supplements and natural medicines, manufactured in their state-of-the-art TGA approved facility in Brisbane. Their supplements are scientifically designed to start working in as little as 45 minutes, specially formulated with clinically effective ingredients sourced from nature. Metagenics is a globally certified B Corp business, signifying their commitment to the highest standards of ethical and environmental practices.
Our collaboration with Metagenics focuses on driving their ambitious growth goals by strengthening their direct-to-consumer (DTC) and B2B online experiences in Australia and New Zealand.
A key objective of our collaboration is to double Metagenics’ consumer reach, enhancing brand awareness and accessibility through expanded digital presence and distribution. We’re also building strategic initiatives to engage health care professionals (HCPs*), primarily natural healthcare practitioners and pharmacists, as advocates for Metagenics. By partnering with HCPs, we aim to increase consumer awareness of high-quality natural healthcare, ultimately driving patient acquisition and strengthening lifetime value through digital communications, educational content and relationship management.
Finally, we’ve overhauled the existing B2B websites for practitioners and retailers in Australia and New Zealand. Moving to Shopify was a necessary step away from the existing websites, which had seen minimal updates over the past seven years, were challenging for users due to outdated design, UX and functionality. Our goal was to significantly enhance the online experience, streamlining transactions and supporting Metagenics in increasing online engagement.
Integrations
As part of this project, Overdose integrated Shopify’s B2B capabilities with Microsoft Dynamics through Boomi middleware, enabling streamlined management of essential B2B functionality, including customer-specific pricing and company-level account structures, all handled via API. The integration also delivered tailored content experiences for practitioners, retailers, patients, and consumers, ensuring each audience receives relevant information and pricing.
To support practitioner loyalty, we implemented a patient-practitioner referral program, allowing practitioners to earn credits on patient purchases made through their referral links. Integrating Dotdigital for targeted marketing by segment enabled precise communication with B2B and DTC customers. Additionally, we facilitated online payments for offline invoices, enhancing payment flexibility for B2B customers, and launched Ordergroove subscriptions for DTC customers, providing convenience and driving repeat purchases.
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+ Solutions
UX & UI
The Metagenics eCommerce platform needed a thoughtfully designed UX/UI experience to cater to a varied audience, including consumers, business owners, and healthcare practitioners. With a goal of making health supplements easily accessible and reinforcing Metagenics’ position as a market leader, our approach focused on creating a conversion-optimised, user-friendly interface.
We began with an in-depth design consultation, working closely with Metagenics to ensure the platform could effectively serve different user groups with specific requirements. Healthcare practitioners and business owners required a smooth B2B ordering experience, while consumers needed a straightforward, informative shopping journey.
To address the needs of B2B customers, we integrated Shopify’s B2B dashboard, which provided business clients with access to bulk ordering, exclusive pricing, and shipment tracking—offering a streamlined ordering process tailored to Metagenics’ B2B audience. For consumers, we organised the extensive range of health supplements by health goals and conditions, making it easy for users to find products relevant to their needs. Subscription functionality was also added, allowing regular customers to automate repeat orders, boosting convenience and loyalty.
With a clean and organised layout, the platform highlights Metagenics’ commitment to quality and dependability, solidifying its reputation as a trusted authority in the health supplement industry.
CLIENT
LoVE
"Overdose’s deep Shopify Plus expertise and agile, partnership-driven approach underpinned the success of our replatform, delivering both technical excellence and a strong foundation for future digital growth."
Suzie Young
Head of Digital, ANZ
Metagenics
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