Pilulka

Overcoming Complexity

The supplement market is notoriously overwhelming. As Pilulka's Marketing Director Jiří Caudr noted, "Many customers often end up with just vitamin C, because they don't understand the offering". To become a true health partner, Pilulka needed an intelligent way to guide customers through hundreds of products to find those that precisely matched their individual health goals, lifestyle, and new diagnostic data.

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COMPREHENSIVE PRODUCT DATA

Building Instant Trust

A platform promising facts and transparency cannot rely on marketing claims. To establish itself as an expert in prevention and justify its new services (like Pilulka PRO and the Daily supplement brand), Pilulka needed a transparent, objective system to prove the quality of its supplements.

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They needed foundational tools that could translate their sophisticated, data-driven strategy into a simple, clear, and trustworthy experience for every customer.

The Solution

An Expert Guide to Navigate Supplement Complexity

Pilulka understood the core challenge: most people know their goals (e.g., better energy, improved vitality) and lifestyle, but the real difficulty is matching those needs with the right supplements.

To help people navigate their new journey toward longevity and proactive health, Pilulka partnered with Outfindo to launch the Product Guide. This smart, interactive tool serves as an online expert, offering customers a seamless shopping experience.

Instead of forcing users to guess, the Guide walks them through a short series of simple, human-like questions. It covers everything from age and job type to specific health goals. Based on these answers, the Guide builds a clear profile of the customer's individual needs and instantly recommends a curated list of products that genuinely match.

The impact was immediate and significant. Users who engaged with the Product Guide converted at more than 2x the rate of the standard traffic on the same pages.

Building Trust Through Radical Transparency

To truly be a partner in prevention, Pilulka knew it had to address the market's trust deficit. For an ordinary customer, comparing vitamin C, D, or magnesium from different brands is nearly impossible. You don't know the real quality, only the marketing.

To solve this, Pilulka launched NutraRating – an independent, transparent system for evaluating supplement quality. This tool perfectly separates facts from feelings, positioning Pilulka as a data-driven expert.

The NutraRating system assesses products based on objective, scientific criteria:
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- The form of active ingredients (e.g., how well it can be absorbed)
- The purity of the composition and any additives
- The origin of the raw ingredients
- The transparency and testing provided by the manufacturer

Based on this analysis, each supplement receives a clear score from A+ (top quality) to D (lacks transparency or uses weaker forms).

To power this data-intensive system, Pilulka partnered with Outfindo. Outfindo is responsible for sourcing, cleaning, and translating complex product specifications for hundreds of supplements. This clean, structured data forms the foundation of the NutraRating score, a methodology developed in collaboration with renowned PhDs and biotech experts, enabling Pilulka to provide its customers with clear, science-backed guidance for their health decisions.

Securing Trust and Guiding Customers in a New Ecosystem

By partnering with Outfindo, Pilulka successfully launched its new identity as a data-driven health expert. The Product Guide translated the complex world of supplements into simple, personalized recommendations, while the NutraRating system provided the objective proof of quality needed to build trust.

This combination of seamless guidance and radical transparency was essential for Pilulka's repositioning. It allowed them to move beyond being just an online pharmacy and establish themselves as a credible, modern leader in prevention and longevity.

Interview

with Jiří Caudr (CMO, Pilulka)

Q: Pilulka has evolved from a traditional online pharmacy into a 'digital health platform' focused on longevity. What was the tipping point that made you realize the company needed to move beyond just selling medicine to actively managing health?

A: The main tipping point was the realization that the size of the pharmaceutical market in the online world is legislatively limited in both the Czech Republic and Slovakia. Since we cannot sell prescription medicines (Rx), we wanted to expand our operational space.

We were also motivated by consistent market growth—which is reaching 11% YoY in Europe—and the strong global trend focused on prevention.

Q: You’ve identified that the supplement market is overwhelming for customers—often leading them to stick to basics like Vitamin C out of confusion. Why do you think the industry has struggled to solve this complexity until now?

A: The industry struggles with this because it is an incredibly specific topic for e-commerce, now further amplified by intense media attention. Essentially, two worlds are colliding here.
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On one side, you have the rapidly evolving world of biohackers and scientists trying to address very specific needs with niche supplements. On the other, you have the world of "normal" people who cannot digest that pace of progress or scientific detail, but still want the results. You don't go to a pharmacy for these topics—you go there to treat illness, not for prevention.
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So, a customer opens a specialized e-shop, sees 40 product categories on one screen, and their journey usually ends there. However, if an e-shop wants to remain business-relevant, it must offer that breadth of products. That is exactly where the biggest challenge arises—one that was technologically unsolvable just a few years ago without investing massively larger resources.

Q: One of your key pillars of expert positioning is the Product Guide, which acts as an 'online expert.' What is the biggest difference between a tool that asks human-like questions and standard e-commerce filters?

A: The biggest difference lies in the language and approach. Standard filters relate to product parameters, which are often very technical. In contrast, the questions in our Product Guide ask about customer needs and are written in "human language." That intelligent connection between human needs and the specific active ingredients in the background is exactly what makes the guide unique.

Q: The data shows that customers using the Guide convert at double the average rate. What does this tell you about the modern consumer's need?

A: The data tells us that this isn't just about the need of a modern consumer, but the need of any customer. People simply need assistance, expertise, and reassurance.
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Just "dumbly" displaying quantities of products works for commodities, but in more complex categories, you need to help the customer. And it doesn't matter if they are standing in a brick-and-mortar store or lying on their couch with a smartphone in hand.

Q: Your new vision is built on 'facts, not feelings.' How does the NutraRating system allow you to operationalize that promise and separate marketing fluff from actual product quality?

A: We fulfill the promise of "facts, not feelings" through NutraRating by defining—together with experts—what parameters truly determine the quality of a food supplement. We defined what a theoretically "highest quality" supplement looks like versus where manufacturing compromises occur.
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It is hard data—no marketing, no magic. These parameters form an A+ to D scale that is instantly understandable. It is then up to the customer to decide for themselves if and where they want to accept a compromise, or if they want to pay extra for products of the same quality.

Q: Behind the NutraRating score lies a massive amount of data sourcing and cleaning. How has the partnership with Outfindo helped you manage this technical complexity?

A: The partnership with Outfindo helped us fundamentally. Without such complex data mining, this project would have consumed indescribably more time and human resources. In our case, it would effectively mean we would have stopped at just an idea on paper, because our entire strategic transformation had to happen in a very short timeframe.

Q: Launching a new ecosystem like this requires speed and precision. How did partnering with Outfindo for the technology and data layer help you accelerate the rebrand compared to building everything in-house?

A: In every interaction with Outfindo, we learned much more about the topics we were solving—both from a data analysis perspective and regarding the content itself. So, it wasn't just about "delivering a defined task," but about the contribution of detailed know-how formed by long-term experience and the deep expertise of their data scientists.
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At the same time, I was impressed by the speed of changes and adjustments made to the outputs based on our feedback. This allowed us to devote ourselves to the remaining areas of the transformation and launch the entire new proposition within just 2 months of the initial idea.

How Outfindo Fueled Pilulka's Expertise in Health & Longevity

The Challenge: Launching a New Ecosystem of Trust and Precision