In 2025, Vision Healthcare NV (VHC) — the company behind leading health and wellness brands Sensilab and TummyTox — set out to strengthen its foothold in Eastern Europe’s competitive market.
Partnering with CJ VIV Network, VHC moved beyond a last-click mindset and embraced a full-funnel affiliate strategy.
The goal was clear: expand the affiliate publisher mix to full-funnel — from content creators to comparison sites — to build awareness, drive consideration, and ultimately convert high-quality customers. Among the many partners recruited, Affiliana s.r.o. stood out as a remarkable success story.
Challenge: Expanding Beyond the Lower Funnel
Sensilab and TummyTox’s affiliate programs were delivering results, but growth was concentrated in lower-funnel activity — mainly discount-driven publishers focused on conversions.
The challenge was to shift investment to mid- and upper-funnel publishers capable of introducing the brands to new audiences, telling their stories, and influencing purchase decisions earlier in the customer journey.
This required:
- Increasing brand visibility in Eastern European markets where awareness lagged
- Growing the share of new-customer revenue
- Building a diverse publisher portfolio that could scale profitably long-term
Solution: Building a Broader, Smarter Affiliate Channel
With CJ VIV Network’s expert guidance and support in recruiting the right partners, VHC redesigned its Eastern European affiliate strategy.
- Expanding the Publisher Mix
VHC, together with CJ VIV Network’s account management team, recruited and activated a wide range of partners — including content publishers, comparison platforms, and influencer meta networks. - Launching Strategic Campaigns
Product promotions shifted toward higher-margin Sensilab lines, with campaigns tailored to each local market. Partners received localized creative assets and data insights to maximize engagement and conversion. - Leveraging Data for Optimization
Through CJ’s advanced analytics, VHC monitored performance by funnel stage and market. Attribution insights ensured that early-funnel publishers were rewarded for influence, not just last-click conversions.
Results: Eastern Europe Affiliate Program
- Revenue: +75% YoY in Eastern Europe, with the region’s share of total affiliate revenue rising from 18% to 23%.
By mid-year, both brands had already exceeded their total 2024 affiliate revenue, with Eastern Europe contributing more than ever before. - Clicks: +27%
- Average Order Value: +12%
- ROAS: Improved by +55% to 11
- Content Partners: +366% revenue growth
- Comparison Shopping Sites: +130% revenue growth
- New-Customer Revenue Share: Increased from 29% to 39%, with order volumes up 70% YoY
Spotlight: Affiliana’s Standout Performance
Affiliana s.r.o. a content and comparison marketing specialist, operates top-tier platforms like Testado and Chytrý Výběr, delivering impactful product reviews and content.
Introduced by CJ VIV Network’s account manager, Affiliana quickly became a key growth driver.
In April 2025, VHC deepened the partnership — sharing a curated list of priority Sensilab products and coordinating over 100 localized comparison articles across Czechia, Slovakia, Croatia, and Slovenia.
Affiliana Results:
- Revenue: +103% YoY, reaching six-figure annual affiliate revenue
- Clicks: +26%
- New-Customer Order Share: Jumped from 54% to 63%, with nearly 3× order growth YoY
- Performance: On track for sustained six-figure annual results from a single publisher
What Our Partners Say
CJ VIV Network – Mirko Zapletal, CSO Eastern Europe:
“Our successful partnership with Vision Healthcare and Affiliana underscores the power of strategic affiliate marketing. By fostering diverse publisher relationships, we’ve maximized reach and positioned for continued growth.”
Affiliana (Testado) – Petra Kvapilová, Sales & Marketing Officer:
“Working with VHC and VIV Network has been a game changer. Together, we’ve elevated Sensilab’s market position and achieved outstanding growth through smart content and affiliate strategies.”
Vision Healthcare NV – Eva Morháčová, Head of Affiliate Marketing:
“Our collaboration with VIV Network and Affiliana has been key to Sensilab’s success in Eastern Europe. The results speak for themselves — and we’re excited to expand further, especially with TummyTox, while continuing to strengthen the Sensilab brand.”
Conclusion
By expanding its publisher base and rewarding performance across the full customer journey, VHC has transformed its affiliate channel in Eastern Europe.
Affiliana’s success highlights what’s possible when strategic collaboration meets data-driven execution.
With this strong foundation, VHC is ready to replicate the model with TummyTox and further cement its leadership in the region.
