Significant gains in both visibility and traffic were achieved by combining SEO content and content design.
Brand building through strategic content creation
About ThermaCare
ThermaCare is Angelini Pharma’s largest brand and a global leader in heat wraps and patches for the drug-free relief of muscle pain.
Project background: OTC meets digital commerce
Initially ThermaCare products were sold primarily in pharmacies as OTC (over-the-counter) items. The step into digital commerce was aimed at boosting ROPO sales (Research Online, Purchase Offline) and increasing conversions through connected online stores like doc.green and online pharmacies (e.g., aponow.de).
Moccu x ThermaCare: The challenge
Angelini Pharma Germany tasked Moccu not just with a relaunch, but also with the development and implementation of a robust content strategy for its largest brand: ThemaCare. Up until this point, the brand had been almost invisible online in Germany and so this step marked the brand's first foray into the digital space altogether, and digital content marketing in particular.
The project was divided into two phases:
- Phase 1: Establishing the digital foundation and increasing visibility through strategic content creation to better position ThermaCare online and increase the number of user interactions.
- Phase 2: Expanding the SEO strategy to solidify market leadership in search engines, combined with a conversion strategy and targeted UX optimizations to drive more conversions through online drug stores and pharmacies.
Our approach
To position ThermaCare as the trusted source for muscle pain relief, Moccu helped implement a strategic content creation program, combining the SEO performance approach with smart content design:
- Content creation: Development of 30 advisory pages on pain relief topics closely tied to the product, optimized for visibility in the healthcare sector.
- Video production: Collaboration with physiotherapists to produce exercise videos, increasing reach and value on YouTube and the website.
- SEO and UX optimization: Structured navigation and targeted on-page enhancements improved the findability and user experience.
“E-E-A-T” best practices
Due to the sensitive nature of these topics, Google holds web content in the health and finance sectors to a very high standard known as “Your Money or Your Life” (YMYL).
With strict adherence to Google’s EEAT principles (Expertise, Experience, Authoritativeness, Trustworthiness), ThermaCare has achieved a number of top rankings for medically relevant keywords. Measures taken include the meticulous integration of source citations and author profiles, strategic collaborations with leading experts and the creation and distribution of proprietary exercise videos on YouTube.
AI search: Visible in AI mode, ChatGPT & co.
Our content strategy relied from the outset on well-founded content, clear structures, and strong E-E-A-T signals – a foundation that also applies to AI search. When AI-powered search and the first AI agents became a topic, we responded early and deliberately aligned this foundation with the new rules of the game. That is paying off twice over today.
In the last three months alone (as of July 2026), thermacare.de recorded around 4 million impressions in Google's AI Mode and AI Overviews. Content written for people is therefore also picked up and displayed by generative search systems. Because questions are increasingly answered directly within AI search and the click is no longer the decisive metric, this visibility is becoming increasingly important: being present in the answer is now what matters.
The lead becomes even clearer in prompt tracking: in our tracked set of non-branded prompts, ThermaCare ranks first in AI visibility across ChatGPT, Perplexity, and Google AI Mode, where it is twice as visible as the next-strongest competitor. Product comparisons are particularly relevant here: in these cases, AI ranks ThermaCare first in the vast majority of answers (average position: 1.2).
And thermacare.de isn't just mentioned, it's actually cited: in 52% of all AI answers, the site serves as a source, making it the leading source in the competitive landscape.
ThermaCare's AI success figures at a glance
As of: July 2026 // Sources: Google Search Console, Peec.ai
Staying ahead in classic search too
The strong AI visibility is built on a foundation established through classic search. The systematic overhaul of the content strategy and the targeted optimization of thermacare.de's online presence, particularly with the specific requirements of the YMYL environment in mind, led to a significant increase in visibility and user interaction.
Here, the steps taken before and after the user click, regardless of whether it comes from a search engine or a paid ad, are now better integrated, resulting in a higher average conversion rate. The online marketing approach is also more precisely tailored to the target audience, effectively guiding users to the information most relevant to them.
No measures without metrics: In our Digital Analytics Case Study, we show how ThermaCare uses a custom tracking model to optimize its operations effectively and make its progress transparent for all stakeholders.
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