Missionpharma
A global supplier of medicines and emergency relief kits: how two of the world's most important emergency relief kits reached Google's top 3 in under two months.
Tech stack in this case study
Case studies
400+
Trustpilot
4.8
Years of experience
10+
The problem
Known in the industry – but low online visibility
Since 1975, Missionpharma has supplied medicines and medical equipment to the UN, NGOs and governments worldwide, and today supplies more than 100 million people a year. The company is among the world's largest suppliers of WHO's standardised emergency kits — including the IEHK, which can treat 10,000 people for three months, and the PED/SAM kit, which saves malnourished children in field hospitals from Kandla to the most remote crisis areas in Africa.
But when a procurement officer at the UN or an NGO in the middle of a crisis searched for the exact names of the kits they needed, Missionpharma didn't appear at the top of the search results — despite already having strong, dedicated product pages.
The solution
Product pages built for the buyer's search intent
We started by looking at the keywords through a buyer's eyes: who searches for “Interagency Emergency Health Kit” or “PED/SAM kit”, and what do they need to know at that moment? Often, it's about confirming stock availability, understanding the kit's modules and finding a supplier who can deliver quickly — not general product information.
With that insight, we optimised Missionpharma's existing product pages for IEHK and PED/SAM so the content directly matches that search intent: the kit's structure, modules, target group and — crucial in a crisis — how quickly Missionpharma can deliver. We also ensured the pages were technically flawless and easy for Google to find and index.
Because the keywords are so specific and specialised, competition for them is significantly lower than for broad keywords. This meant a focused effort on those exact two pages could improve rankings much faster than a broader approach would normally allow.
- WHO standards
- Kit modules
- Stock availability
- Delivery time
The partnership
A short path from question to execution
Much of the speed in this case comes down to the partnership itself. Missionpharma has provided a dedicated contact person who works closely with acend on everything from the kits' technical details to stock availability and WHO's updated specifications. When technical questions can be resolved in a day instead of passing through several layers of a large international organisation, changes can also be implemented much faster — and that is a significant part of why the results came so quickly.
The close dialogue continues throughout, and the partnership is structured flexibly without a long-term commitment.
Questions
The customer identifies the need
Technical clarification
Details and specifications are clarified quickly
Implementation
Content and optimisations can go live
From specialist questions to implementation without unnecessary intermediaries.
Team acend
The team behind this case study
Frederik Krøl Larsen
CCO & Partner
frederik@acend.dk
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