Service Apotheek
With more than 500 affiliated pharmacies, Service Apotheek is one of the largest franchise organizations in the Netherlands. Its platform forms the digital link between pharmacists and thousands of healthcare consumers every day. Together with sister company Mosadex E-health, we built a renewed, user-friendly website where performance, scalability, and personalized service are central.
:quality(80))
What we did
Development, Umbraco
Visit the website
www.serviceapotheek.nl/
The challenge
The motivation for this project was multifaceted. Service Apotheek wanted to improve the user experience on the website and better align it with their app, which was already more advanced technically. There was also a strong need for greater consistency in brand experience—both for franchisees (each with their own pharmacy pages) and for end users.
The technical side posed an equally big challenge. The previous platform suffered from legacy technology, limited flexibility, and high maintenance costs. For marketing and content management, the CMS offered insufficient options for quick adjustments. In short, a solid, modern foundation was needed—one that was ready for the future.
“We wanted a platform that was as robust technically as it was appealing in terms of user experience. And one that was easy to manage. That simply wasn’t feasible with the previous system.”
— Dennis Nieuwstad, Product Owner of Service Apotheek
:quality(80))
The solution
We developed a new platform based on Umbraco as a CMS, combined with a React/Next.js frontend. The structure is flexible and modular. Through API connections, Umbraco retrieves data from the system where each pharmacy manages its information, which is then displayed safely and quickly in the browser.
For UX and design, Service Apotheek worked with PuurPxl, who were responsible for the visual design and translating the brand into an interface. We ensured the designs were implemented flexibly and modularly, with enough freedom for local personalization per pharmacy.
:quality(80))
Content also received a complete overhaul. More than 100 new pages were created, rewritten, and organized, tailored to different use cases, target groups, and information flows.
Healthcare consumers now benefit from a modern user experience. They can more easily request prescriptions or manage repeat medication by setting their personal pharmacy as their start page. Navigation between topics is intuitive, with strong attention to privacy and accessibility.
Thanks to close collaboration with Mosadex E-health (with joint workshops on-site), we were able to quickly solve complex technical issues and ensure a stable platform that works well for both administrators and healthcare consumers.
“Working with a hybrid team can be a huge challenge, but in this case, it ultimately contributed to the project’s success. We now have a strong foundation that we can build on for years to come.”
— Dennis Nieuwstad, of Service Apotheek
The Impact
The renewed platform serves around 50,000 healthcare consumers daily, with greatly improved speed and reliability. Lighthouse scores for performance and accessibility were high at launch, largely thanks to the headless setup and frontend optimizations. This contributes to faster load times, better user experience, and improved search engine visibility.
Significant progress was also made in SEO. Thanks to a well-thought-out content structure and redirect strategy, traffic remained stable during the migration. Organic traffic for key search terms is steadily growing, and Service Apotheek has climbed to a top position for critical keywords.
Beyond an accessible website, this project also delivered substantial value behind the scenes: a CMS that marketers can manage themselves, a scalable technical foundation ready for growth, and collaboration that inspired new techniques and further innovation.
:quality(80))
“Our starting point was a strong foundation for steady growth, but the results came faster and were better than expected!”
— Anita Kranenbarg, Head of Marketing of Service Apotheek
:quality(80))