APROPOS Digital Magazine

Client TopPharm Apotheken und Drogerien Genossenschaft, Basel

Role Project Co-Lead, Consultant, Strategist, UX Designer, Digital Designer @design.isch.

In a long-term initiative to modernize its customer communication, TopPharm set out to transform its quarterly print magazine into a dynamic digital platform. Over a period of two years, our team worked closely with stakeholders from TopPharm’s Marketing & Communication departments to develop APROPOS Digital Magazine – a content hub tailored to a more digitally engaged audience.

During strategic discovery workshops, we identified that the digital platform had to offer more than just a digital replica of the magazine. It needed to feel trustworthy, accessible, and relevant to a wider, and younger, demographic. To support ideal searchability while maintaining the familiar rhythm of the print version, we kept the seasonal structure parallel to its print counterpart. At the same time, we envisioned an intuitive article tagging system that would allow users to quickly find topics of interest, improve the browsing experience, thus ensuring a high retention rate.

Alongside content development, we devised a transition strategy to guide existing readers from the print magazine to the digital version. This included in-store promotion, ads within the print magazine, and social media content. Together with digital agency YOO AG, responsible for UI, Development and Implementation, we ensured a smooth integration with TopPharm’s main website.

Despite the challenges of aligning multiple teams and managing dependencies across different development timelines, APROPOS Digital is now live and growing. It strengthens TopPharm’s digital presence and has been positively received as a trusted destination for health-related content.