Dr. P: Repositioning from B2B to B2C Across Malaysia and Singapore

Dr. P is Vinda Group's incontinence care brand, with a presence in both Malaysia and Singapore. Sweetmag was engaged to revamp Dr. P's regional websites, dr-p.com.my and dr-p.com.sg, as part of Vinda Group's broader initiative building brand sites on their existing Adobe Commerce subscription.

Client

Dr. P Malaysia & Singapore

Industry

  • FMCG & Consumer Goods

Services

  • Discovery & Consulting
  • Ecommerce & Web Development
  • Managed Services

Highlights

  • Repositioned Dr. P from a B2B to a B2C brand across Malaysia and Singapore
  • Consolidated and restructured content from two separate regional sites into one consistent brand story
  • Built a design-led, storytelling-first experience to support Dr. P's ambition to be the leading incontinence brand
  • Delivered on Adobe Commerce as a non-transactional brand platform, consistent with Vinda Group's approach across their brand portfolio
  • Gave Dr. P's marketing team CMS-editable, reusable content components for easy ongoing management

Challenge

Dr. P's existing sites were positioned around a B2B audience, but the brand needed to shift toward B2C brand storytelling to connect directly with the people actually using the product, and their families, rather than speaking primarily to trade or institutional buyers. The two existing sites, Malaysia and Singapore, also had content that needed consolidating and restructuring rather than simply migrating as-is, and since Dr. P wanted to be recognised as the leading incontinence brand in its markets, the storytelling needed to support that ambition directly, not just present product information.

Goal

Reposition Dr. P from a B2B to a B2C brand across both Malaysia and Singapore, using storytelling and improved UX to strengthen user engagement and support Dr. P's ambition to be recognised as the number one incontinence brand, while giving the marketing team an easy, CMS-driven way to manage content going forward.

Solution

Sweetmag delivered a design-led, frontend-heavy revamp of Dr. P's regional sites on Adobe Commerce, deliberately built as a brand storytelling platform rather than a transactional store.

B2C Repositioning Through Design and Content

Following stakeholder workshops with Dr. P's brand, marketing, and product teams, Sweetmag defined new B2C user personas and rebuilt the site architecture around brand-first storytelling, with dedicated pages for the brand story, educational and awareness content, and product education, moving decisively away from the trade-focused tone of the previous sites.

Consolidated Content Across Malaysia and Singapore

Rather than treating the two markets as entirely separate builds, Sweetmag audited and consolidated content from both the existing Malaysia and Singapore sites, restructuring it to consistently position Dr. P as the leading incontinence brand across both markets.

A Non-Transactional Brand Platform on Adobe Commerce

As with other Vinda Group brand sites, Dr. P's platform runs on Adobe Commerce with cart, checkout, and transactional modules deliberately disabled, using the platform purely as a content and brand storytelling engine. Component-based development, hero banners, product highlights, educational content blocks, and CTA modules, gave Dr. P's marketing team reusable, CMS-editable sections they can manage without ongoing developer support.

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