SONS Sell-Out | Anders Consult

DocMorris

Task

Description

Status

Ratings & Reviews

Boost reviews across full assortment to improve conversion.

New Product Listing

List Derma Roller as a standalone SKU.

Bundles

List additional bundles: Minoxidil + Shampoo, Minoxidil + Shampoo + Derma Roller, and eventually Amazon-style multipacks (e.g. 3× or 6× Shampoo, 3× 180 ml Minoxidil).

B2B Listing

Re-approach DocMorris for switch from Marketplace to B2B Listing.

Marketplace Offers

Close marketplace shop.

apo.com

Task

Description

Status

Finasteride

No integration of Telemedicine service. Finasteride stocks have been destroyed at warehouse. Credit note to be issued.

Pricing

Sell-out prices above RSP. Revise through pricing campaign based on May sell-out data.

Media Reporting Apr–June

Awaiting media performance report from Mrs. Zeißler.

Shop Apotheke

Task

Description

Status

Optimise Product Detail Pages

5 products need picture optimizations + video update, briefed to SA July 16th, pending.

Ratings & Reviews

Boost reviews across full assortment to improve conversion. Expand and improve for remaining products. Started.

Media Insights Meeting

Proposal sent, waiting for reply.

Price Discount Tags

Done for Mino 60ml, Mino + Roller 60ml and 180ml. Missing for Mino 180ml and 3-pack — open.

Others

Task

Description

Status

Amazon.de — Healthcare Analytics & Performance Improvement

Analyse current SONS® performance on Amazon.de Healthcare. Identify improvement levers across content, search, advertising and ratings.

Wholesaler Listing

List Finasteride (single + bundles), Mino 60ml and Mino 180ml with wholesaler.

B2B Listing — E-pharmacies & Drugstores

dm (no Rx, from CZ) online since 1 year; Rossmann (incl. Rx, from NL) to start within next 6 months. Approach both for B2B Listing.

B2B Listing — Müller

Müller (no e-pharmacy). Approach for test listing: Shampoo + Conditioner + Wash Bundle.

Confidential · Anders Consult GmbH

Sell-Out Performance Report

SONS^® — German Online Pharmacy Channels

Reporting Period: Nov 2025 – Jul 2026 · DocMorris · apo.com · Shop Apotheke

Prepared by

Anders Consult GmbH

Burkhard Anders, Managing Director

As of August 2026

Period

Total Sell-Out Revenue

€ 83,383

all 3 channels · all periods

Total Units Sold

3,741

report data · bundle-extracted

Outstanding Receivables

€ 40,329

4 open invoices · overdue

Blended ROAS · DM Campaign

208%

SON-26-01 · Mar–Jul 2026

01 · Channel Performance

Nov 2025 – Jul 2026

DocMorris

€ 19,092

of total · Dec '25 – Jul '26

Strong momentum. Revenue grew +93% Dec→Jun; Jun '26 at €3,244 is the period peak (Jul '26: €2,568). Roller (309 units) and Mino 60ml (253 units) are lead SKUs across Dec '25 – Jul '26.

apo.com

€ 32,580

of total · Nov '25 – Jul '26

Largest channel by revenue. Mino 180ml dominates with 659 units — the highest single-SKU count across all channels. Jul '26 peak at €8,308 with 231 units — 1.8× Jun '26 (€4,550). Consistent growth across all months with Mar '26 at €4,617 and Apr '26 adding €3,164.

Shop Apotheke

€ 31,710

of total · Jan '26 – Jul '26

Youngest channel, ramping quickly. Roller leads (550 units). Jul '26 peak at €13,019 — a 2.3× step-up vs Jun (€9,769), driven by Redcare Marketplace Booster media investment. Blended onsite ROAS 78%.

DocMorris 34% apo.com 43% Shop Apotheke 23%

02 · Product Performance

all channels combined

SKU	Units	Share	Assessment
Mino 180ml	1,279	34%	★ Core
Derma Roller	1,137	30%	★ Core
Mino 60ml	615	16%	▲ Growth
Shampoo	475	13%	→ Stable
Conditioner	129	3%	→ Stable
HG Complex	70	2%	→ Stable
Hair Clay	48	1%	↓ Low
Finasteride	1	—	✗ Gap

Mino 180ml + Roller form the revenue backbone at 64% of units combined. Bundle pull is strong — both appear in 2 virtual bundle formats driving incremental volume.

Finasteride registers 1 unit sell-out (apo.com, Apr '26) across the full period. No organic or paid search ranking exists on DocMorris. This remains a critical availability or listing gap requiring immediate investigation.

Hair Clay has minimal volume at 31 units total. Shelf visibility and positioning should be reviewed — no bundle integration currently.

03 · Invoicing & Receivables

Careforsons Ireland Limited

Invoice	Customer	Gross (€)	Status
INV-0141	APO Pharmacy B.V.	36,231	PAID
INV-0149	APO Pharmacy B.V.	1,433	OPEN
INV-0150	EuroService Venlo B.V.	31,022	OPEN
INV-0162	EuroService Venlo B.V.	4,631	OPEN
INV-0171	APO Pharmacy B.V.	3,243	OPEN
Outstanding		40,329	4 invoices

Total invoiced: €76,560 gross (€63,482 net). INV-0141 paid. €40,329 remains outstanding across 4 invoices — INV-0162, INV-0149, INV-0150 overdue; INV-0171 due 29 May 2026.

INV-0150 (EuroService, €31,022) is the largest open item with due date 19 Mar 2026 — now overdue by 4+ weeks. Immediate follow-up recommended.

Minoxidil 60ml + 180ml account for 72% of invoiced net revenue (€43,829). Finasteride appears only in INV-0141 — no subsequent restocking visible.

04 · Onsite Media & Search Rankings

DocMorris campaign + multi-channel organic

DocMorris — Campaign SON-26-01

Metric	Value
Ad Spend delivered	€ 1,046 / €6,246
Budget utilisation	16.7%
Impressions	40,648
Clicks / CTR	493 / 1.21%
Units attributable	49
Turnover attributable	€ 2,050
Blended ROAS	196%

Organic Search Rankings — May 2025

Significant organic erosion on apodiscounter.de in May. "Haarwuchsmittel" dropped from #1 to #9. "Minoxidil" declined to #19 (from #6 in Nov). "Haarausfall" fell to #10.

Apr 2025 paid (Ad) placements on apo.com across 6 keywords were not sustained into May — no Ad positions visible in latest snapshot. Two new keywords added (Haare, Haarwurzel) but show no rankings.

Urgent: Core search terms losing ground month-over-month. PDP content refresh and paid search re-activation needed to arrest declining visibility.

05 · Strategic Priorities & Next Steps

Urgent

Receivables collection: INV-0150 (€31k) overdue. Initiate formal follow-up with EuroService Venlo B.V. — escalate if no response within 5 business days.

Finasteride listing audit: Zero sell-out + no search visibility. Verify listing status on DocMorris and apo.com. Possible availability/approval issue.

Short-Term (4–8 weeks)

Scale DocMorris budget: Campaign at 16.7% utilisation with 196% blended ROAS. Scale spend on Sponsored Product Ads (SPA 01-01 ROAS 405%) — significant untapped upside within booked budget of €6,246.

Expand to Shop Apotheke: Channel growing rapidly (Mar peak €2,012). Introduce paid onsite media to accelerate momentum. No Ad campaigns live yet.

Medium-Term (Q2–Q3 2026)

SEO gap close: Build content and PDP optimisation for "Haarausfall" and "Haarwachstum" on DocMorris — currently unranked on high-volume terms.

Hair Clay repositioning: 14 units total across all channels. Requires bundle integration or pack-price review to justify shelf placement and drive incremental volume.

Disclaimer: This summary is based on sell-out reporting data provided by retail channel partners (DocMorris, apo.com, Shop Apotheke) and invoice records issued by Careforsons Ireland Limited. Revenue figures represent estimated sell-out value calculated against applicable AEP prices. Data subject to final reconciliation. Prepared by Anders Consult GmbH exclusively for internal management use — not for external distribution.

Total Revenue

€ 83,383

all channels · all months

Total Units Sold

3,741

report data · bundle-extracted

Peak Month

Jul '26

€ 23,895 combined

Top Product

Mino 180ml

highest revenue share

Monthly Revenue by Channel (€)

DocMorris apo.com Shop Apotheke

Revenue Share

DM 23% apo.com 39% SA 38%

Combined Revenue Trend (€)

Consumer Price Comparison — Current Sell-Out Prices

prices as of 10.08.2026 · from live product pages · incl. VAT

Product	PZN	Online RSP	Shop Apotheke	apo.com	DocMorris	Cheapest	Δ Range
Single SKUs
Minoxidil 60ml	18442721	€ 29.99	€ 24.29(prev. 28,99)	€ 35.49	€ 22.99	DM	€ 12.50 (54%)
Minoxidil 180ml	18442744	€ 54.99	€ 53.19(prev. 54,99)	€ 64.79	€ 49.99	DM	€ 14.80 (30%)
HG Complex 60 tabs	19944100	€ 34.99	€ 33.99(prev. 34,99)	€ 34.99	€ 34.99	SA	€ 1.60 (5%)
Derma Roller 1 St	19944092	€ 17.99	€ 17.99	€ 16.49	—	APO	€ 1.50 (9%)
Shampoo 200ml	19944086	€ 14.99	€ 14.49(prev. 14,99)	€ 14.99	€ 14.99	SA	€ 0.70 (5%)
Conditioner 200ml	19944040	€ 14.99	€ 14.99	€ 14.69	€ 14.99	APO	€ 0.30 (2%)
Hair Clay 75ml	19944063	€ 14.99	€ 14.99	€ 14.59	—	APO	€ 0.40 (3%)
Virtual Bundles
Mino 60ml + Roller	19973225	€ 39.99	€ 37.99	€ 50.69	€ 29.99	DM	€ 20.70 (69%)
Mino 180ml + Roller	19973231	€ 63.99	€ 63.99	€ 79.29	€ 55.99	DM	€ 23.30 (42%)
Mino Complex 3er Set	19973248	€ 63.99	€ 62.59	€ 83.29	€ 63.99	SA · DM	€ 19.30 (30%)
Shampoo & Conditioner Duo	20000344	€ 22.99	€ 21.79(prev. 19,69)	€ 28.89	€ 22.99	SA	€ 8.10 (39%)

Price Leader — Minoxidil

DocMorris cheapest on all Minoxidil SKUs and bundles. Mino 60ml at €22.99 (~35% vs apo.com). Mino+Roller bundle at €29.99 (~41% vs apo.com).

apo.com Premium Positioning

Highest consumer prices across all Minoxidil listings. Mino 180ml at €64.79 (+30% vs DM). Bundles also at a premium — Mino+Roller at €50.69 vs DM €29.99.

SA Price Moves — Jul 2026

Shop Apotheke cut prices on HG Complex (€33.39, −4%) and Shampoo (€14.29, −5%) vs May, becoming cheapest on both. Shampoo+Cond Duo increased (€19.69 → €20.79). Conditioner & Hair Clay unchanged.

Total Revenue

€ 19,092

Dec '25 – Jul '26

Total Units Sold

1,007

report data · bundle-extracted

Peak Month

Jun '26

€ 3,244

Active Bundles

contributing to revenue

Top Report SKU

Roller

309 units total

Monthly Revenue — DocMorris (€)

Report Units by SKU

Mino 60ml Mino 180ml Roller Shampoo HG Complex Conditioner

Unit Sales

Product	Dec	Jan	Feb	Mar	Apr	May	Jun	Jul	Σ
Finasteride	—	—	—	—	—	—	—	—	0
Mino 60 ml	23	42	32	47	45	31	33	39	292
Mino 180 ml	25	26	22	53	33	28	51	33	271
HG Complex	2	3	2	—	—	—	—	—	7
Derma Roller	27	41	32	69	49	44	47	44	353
Shampoo	5	5	5	5	8	2	8	9	47
Conditioner	3	2	8	1	5	3	9	6	37
Hair Clay	—	—	—	—	—	—	—	—	0
Total	85	119	101	175	140	108	148	131	1,007

Bundle	Dec	Jan	Feb	Mar	Apr	May	Jun	Jul	Σ
Mino 60 + Roller	6	19	17	24	26	26	14	21	153
Mino 180 + Roller	21	22	15	45	23	18	33	23	200
Shampoo + Cond.	3	2	5	1	5	1	6	5	28
Mino 3-pack	—	2	—	—	—	—	—	—	2
Total	30	45	37	70	54	45	53	49	383

Total Revenue

€ 32,580

Nov '25 – Jul '26

Total Units Sold

1,177

report data · bundle-extracted

Peak Month

Jul '26

€ 8,308

Active Bundles

contributing units

Top Report SKU

Mino 180

659 units total

Monthly Revenue — apo.com (€)

Report Units by SKU

Mino 60ml Mino 180ml Roller Shampoo HG Complex

Unit Sales

Product	Nov	Dec	Jan	Feb	Mar	Apr	May	Jun	Jul	Σ
Finasteride	—	—	—	—	—	1	—	—	—	1
Mino 60 ml	4	6	16	6	10	9	3	6	6	66
Mino 180 ml	23	48	83	37	96	68	52	90	159	656
HG Complex	4	1	8	—	6	—	3	2	2	26
Derma Roller	16	18	28	7	28	20	35	33	47	232
Shampoo	9	14	27	12	22	18	20	15	15	152
Conditioner	—	3	3	3	1	2	2	1	1	16
Hair Clay	2	—	—	7	2	—	3	1	1	16
Total	58	90	165	72	165	118	118	148	231	1,165

Bundle	Nov	Dec	Jan	Feb	Mar	Apr	May	Jun	Σ
Fin+Mino 4-Set	—	—	—	—	—	—	—	—	0
Fin+Mino 2-Set	—	—	—	—	—	—	—	—	0
Mino 60 + Roller	—	—	6	3	4	—	—	2	15
Mino 180 + Roller	—	—	4	—	2	1	2	3	12
Shampoo + Cond.	—	—	2	2	1	2	1	1	9
Mino 3-er	—	—	4	—	—	—	2	2	8
Total	0	0	16	5	7	3	5	8	44

Total Revenue

€ 31,710

Jan '26 – Jul '26

Total Units Sold

1,570

report data · bundle-extracted

Peak Month

Jul '26

€ 13,019

Active Bundles

None

no bundle data reported

Top Report SKU

Roller

385 units total

Monthly Revenue — Shop Apotheke (€)

Report Units by SKU

Mino 60ml Mino 180ml Roller Shampoo HG Complex

Unit Sales

Product	Jan	Feb	Mar	Apr	May	Jun	Jul	Σ
Finasteride	—	—	—	—	—	—	—	0
Mino 60 ml	—	1	12	15	46	99	83	256
Mino 180 ml	—	—	15	24	39	113	158	349
HG Complex	—	1	4	5	5	4	16	35
Derma Roller	—	1	80	113	70	121	165	550
Shampoo	—	20	45	21	43	42	101	272
Conditioner	—	8	13	5	14	16	20	76
Hair Clay	—	—	3	2	7	4	16	32
Total	0	31	172	185	224	399	559	1,570

Top Revenue SKU

Mino 180ml

€ 13,251 on apo.com alone

Bundle Pull Driver

Derma Roller

in 2 active bundles

Near-Zero SKU

Finasteride

1 unit · apo.com only · Apr '26

Cross-Channel Units — All Products

Product	DocMorris	apo.com	Shop Ap.	Total	Share

Unit Heatmap — All Channels

gold intensity = volume

AEP Comparison — Single SKUs by Channel (€/unit)

Shop Apotheke apo.com DocMorris

Full AEP Table

Product	PZN	Shop Ap.	apo.com	DocMorris	Δ apo vs SA
Finasteride 30 tabs	18399304	—	€ 17.48	—	—
Minoxidil 60 ml	18442721	€ 18.65	€ 18.16	€ 16.99–18.65	− € 0.49
Minoxidil 180 ml	18442744	€ 35.84	€ 34.91	€ 38.24	− € 0.93
HG Complex	19944100	€ 19.39	€ 25.19	€ 29.74	+ € 5.80
Derma Roller	19944092	€ 8.97	€ 11.65	—	+ € 2.68
Shampoo 200 ml	19944086	€ 7.47	€ 9.71	€ 12.74	+ € 2.24
Conditioner 200 ml	19944040	€ 7.47	€ 9.71	—	+ € 2.24
Hair Clay 75 ml	19944063	€ 7.47	€ 9.71	—	+ € 2.24

Consumer Price Comparison — Current Sell-Out Prices

prices as of 10.08.2026 · from live product pages · incl. VAT

Product	PZN	Online RSP	Shop Apotheke	apo.com	DocMorris	Cheapest	Δ Range
Single SKUs
Minoxidil 60ml	18442721	€ 29.99	€ 24.29(prev. 28,99)	€ 35.49	€ 22.99	DM	€ 12.50 (54%)
Minoxidil 180ml	18442744	€ 54.99	€ 53.19(prev. 54,99)	€ 64.79	€ 49.99	DM	€ 14.80 (30%)
HG Complex 60 tabs	19944100	€ 34.99	€ 33.99(prev. 34,99)	€ 34.99	€ 34.99	SA	€ 1.60 (5%)
Derma Roller 1 St	19944092	€ 17.99	€ 17.99	€ 16.49	—	APO	€ 1.50 (9%)
Shampoo 200ml	19944086	€ 14.99	€ 14.49(prev. 14,99)	€ 14.99	€ 14.99	SA	€ 0.70 (5%)
Conditioner 200ml	19944040	€ 14.99	€ 14.99	€ 14.69	€ 14.99	APO	€ 0.30 (2%)
Hair Clay 75ml	19944063	€ 14.99	€ 14.99	€ 14.59	—	APO	€ 0.40 (3%)
Virtual Bundles
Mino 60ml + Roller	19973225	€ 39.99	€ 39.99	€ 50.69	€ 29.99	DM	€ 20.70 (69%)
Mino 180ml + Roller	19973231	€ 63.99	€ 63.99	€ 79.29	€ 55.99	DM	€ 23.30 (42%)
Mino Complex 3er Set	19973248	€ 63.99	€ 63.99	€ 83.29	€ 63.99	SA · DM	€ 19.30 (30%)
Shampoo & Conditioner Duo	20000344	€ 22.99	€ 21.79(prev. 19,69)	€ 28.89	€ 22.99	SA	€ 8.10 (39%)

Price Leader — Minoxidil

DocMorris cheapest on all Minoxidil SKUs and bundles. Mino 60ml at €22.99 (−35% vs apo.com). Mino+Roller bundle at €29.99 (−41% vs apo.com).

apo.com Premium Positioning

Highest consumer prices across all Minoxidil listings. Mino 180ml at €64.79 (+30% vs DM). Bundles also at a premium — Mino+Roller at €50.69 vs DM €29.99.

SA Price Moves — Jul 2026

SA undercut RSP on HG Complex (€33.39, −4%) and Shampoo (€14.29, −5%) as of 01.07. Now cheapest on both. Shampoo+Cond Duo raised slightly (€19.69 → €20.79). Conditioner & Hair Clay unchanged.

Total Net Revenue

€ 78,711

7 invoices · Oct 2025 – May 2026

Paid

€ 30,151

1 invoice · INV-0141

Outstanding

€ 48,559

6 open invoices

Overdue

€ 30,311

3 invoices past due date

Pending Payment

€ 18,249

3 invoices · awaiting payment or send

Invoice Overview

net amounts · from order tracking · as of 21 May 2026

Invoice	Customer	Net (€)	Due Date	Status	Days	Notes
INV-0141	apo.com (APO Pharmacy B.V.)	€ 30,151.16	15 Dec 2025	PAID	—	1st order · all SKUs
INV-0149	apo.com (APO Pharmacy B.V.)	€ 1,184.50	13 Mar 2026	OVERDUE	69d	Re-order Roller + Shampoo
INV-0171	apo.com (APO Pharmacy B.V.)	€ 3,243.48	17 May 2026	OVERDUE	4d	Re-order Mino 3M
INV-0176	apo.com (APO Pharmacy B.V.)	€ 13,956.92	10 Jun 2026	PENDING	20d	Re-order new MOQs · Mino 3M, Roller, Shampoo
INV-0178	Euroservice Venlo	€ 25,882.98	19 Mar 2026	OVERDUE	63d	Replaces INV-0150 · canceled via CN-0177
INV-0172	Euroservice Pilsen	€ 3,827.52	29 May 2026	PENDING	8d	Replaces INV-0162 · VAT NL→CZ · CN-0173
INV-0170	Euroservice Venlo	€ 464.04	—	SEND PENDING	—	Re-order Shampoo only · invoice not yet sent
Total	7 invoices	€ 78,710.60

By Customer

apo.com APO Pharmacy B.V. € 48,536

Euroservice Venlo € 26,347

Euroservice Pilsen € 3,828

Payment Status

Paid € 30,151 38%

Overdue € 30,311 39%

Pending € 18,249 23%

View

Campaign

Total Invest

€ 1,831.89

02.03 – 06.07.26

Impressions

63,246

all formats

Clicks

808

total period

Avg CPC

€ 1.57

blended · all campaigns

CTR

1.28%

all formats

ROAS

208%

€3,811.02 turnover · 90 units

Ad Spend

by week · €

ROAS

by week · %

Avg CPC & Impressions

by week

CTR & Clicks

by week

Turnover & Units Sold

by week · €

Spend by Format — Full Period

Budget Utilisation

SON-26-01

16.7% used

Spent: € 1,046

Booked: € 6,246

Left: € 5,200

ROAS by Format — Full Period

Total Ad Spend

€ 1,832

of €6,246 booked · 29.3% utilised

Total Impressions

63,246

across 3 ad placements

Total Clicks

808

avg. CTR 1.28%

ROAS

208%

€3,811 turnover · 90 units sold

Campaign Detail — SON-26-01 (Mar – Jul 2026)

DocMorris · dmr.de · KW10–KW28

Booking	Ad Format	Budget	Spend	Progress	Impr.	Clicks	Avg CPC	CTR	Units	Turnover	ROAS
SON-26-01-01 Mino + Derma Roller · 1M & 3M	Sponsored Product Ads	€ 1,872	€ 554	29.6%	18,577	360	€ 1.54	1.94%	42	€ 2,053	371%
SON-26-01-02 Mino + Derma Roller · 1M & 3M	Native Brand Ads	€ 2,502	€ 817	32.7%	27,243	162	€ 5.04	0.59%	11	€ 650	80%
SON-26-01-04 Mino · 1M & 3M	Sponsored Product Ads	€ 1,872	€ 461	24.6%	17,426	286	€ 1.61	1.64%	37	€ 1,108	240%
Total		€ 6,246	€ 1,832	29.3%	63,246	808	€ 1.57	1.28%	90	€ 3,811	208%

Spend vs. Turnover by Campaign

Impressions & Clicks by Format

Budget Utilisation

booked vs. delivered · full period

SON-26-01-01 · Sponsored€554 / €1,872

SON-26-01-02 · Native Brand€817 / €2,502

SON-26-01-04 · Sponsored€461 / €1,872

Overall budget utilisation: 29.3% — campaign running 02.03.26 – 06.07.26

ROAS by Ad Format

return on ad spend · full period

SON-26-01-01 · Sponsored Product Ads 405%

SON-26-01-04 · Sponsored Product Ads 239%

SON-26-01-02 · Native Brand Ads 68%

Blended ROAS: 196% · Break-even = 100%

Weekly Performance

Ad Spend · All · by week · €

ROAS · All · by week · %

Avg CPC & Impressions · All · by week

Keywords Tracked

docmorris.de search

Snapshots

Apr 25 · Jun 26

2 dates tracked

Keywords Ranked

11 / 13

Jun 26 · 2 show no ranking

Best Position

Rank #1

Mittel gg. HA · Erbl. HA

Keyword Search Rankings — docmorris.de

position(s) per snapshot · best position = green/gold

Keyword	Apr 2025	Jun 4	Current Best	Trend
Haarwuchsmittel	3, 5, 37	11, 14, 17, 18, 31, 34	11	↓ −8
Minoxidil	2, 3, 31, 32	8, 9, 13, 16, 30, 31	8	↓ −6
Minoxidil gg. Haarausfall	2, 3, 21, 22	8, 9, 12, 13, 22, 23	8	↓ −6
Haare	—	—	—	— None
Haarausfall	—	—	—	✗ Gap
Haarausfall Produkt	2, 5, 6, 7, 13, 15, 16	2, 3, 4, 5, 6, 8, 10	2	→ Stable
Haarausfall Männer	2, 3, 31	8, 9, 12, 16, 31, 33	8	↓ −6
Mittel gg. Haarausfall	3, 6, 23, 24, 26, 27, 28	1, 2, 7, 12, 22, 23, 25, 27, 28	1	↑ +2
Haarwachstum	—	—	—	✗ Gap
Haarwurzel	—	5, 10, 12, 16, 17, 18	5	+ New
Haarverlust	3, 4, 32	5, 6, 8, 12	5	↓ −2
Erblicher Haarausfall	2, 3, 15, 16	1, 2, 14, 17, 20, 21	1	↑ +1
Erblich bed. Haarausfall	3, 5	9, 10, 13, 14, 18	9	↓ −6
Summary	9 ranked	11 ranked · 2 gaps	1	↓ Broad decline

Rank Position Heatmap — docmorris.de

best rank per snapshot · green = top 3 · gold = 4–8 · grey = 9+

Key Observations — Apr 2025 → Jun 2026

Gains

Mittel gg. Haarausfall climbed to #1 (from #3) and Erblicher Haarausfall reached #1 (from #2). Haarwurzel is newly ranked at #5.

Declines

Haarwuchsmittel fell from #3 to #11, Minoxidil from #2 to #8, and Haarausfall Männer from #2 to #8 — broad erosion on core terms.

Persistent Gaps

Haarausfall and Haarwachstum still show no organic ranking across both snapshots — high-volume terms requiring listing and content optimisation.

Total Invest

€ 6,040.45

08.04 – 30.06.26

Impressions

61,011

cumulative · all IDs

Clicks

2,211

CTR 3.62%

Avg CPC

€ 2.73

blended · all formats

Turnover

€ 4,726.15

109 conversions

ROAS

78%

below break-even · blended

Period Comparison — Key KPIs

cumulative total · prior period · full June · MTD July

Metric	Total 08.04–30.06	Apr–May 08.04–31.05	June 01.06–30.06	MTD July 01.07–06.07
Invest	€ 6,040.45	€ 1,615.93	€ 4,424.52	€ 1,202.97
Impressions	61,011	28,128	32,883	9,867
Clicks	2,211	870	1,341	390
CTR	3.62%	3.09%	4.08%	3.95%
Avg CPC	€ 2.73	€ 1.86	€ 3.30	€ 3.08
Turnover	€ 4,726.15	€ 1,615.71	€ 3,110.44	€ 949.29
Conversions	109	34	75	18
CVR conv ÷ clicks	4.93%	3.91%	5.59%	4.62%
ROAS	78%	100%	70%	79%

Full June now reported (01.06–30.06). MTD July = 01.07–06.07 (6 days). Spend reached €4,425 in June — 4.9× the full month of May — driven by two high-spend Marketplace Booster campaigns (659203947 & 659229051) totalling €3,729 at blended 44% ROAS.

Spend & Turnover

by week · €

Impressions & Clicks

by week

ROAS

by week · %

Spend by Product

top advertised SKUs · €

ROAS by Campaign Type

Sponsored Product vs Marketplace Booster

Total Ad Spend

€ 6,040.45

CPC bidding · no fixed cap

Active Campaign IDs

SPA + Marketplace Booster

Total Clicks

2,211

avg. CTR 3.62%

ROAS

78%

€4,726.15 turnover · 109 conv.

Campaign Overview — SSU_DE_CAREFORSONS_Hauptportfolio

08.04 – 30.06.26 · CPC bidding

ID	Product	Run	Ad Format	Impr.	Clicks	CTR	CPC	Spend	Conv.	CVR	Turnover	ROAS
Sponsored Product Ads (KAM_DE_2026_0497)
659017596	Mino 180ml + Roller	08.04–19.05	Sponsored Product	8,380	299	3.57%	€2.05	€613.00	5	1.67%	€371.89	61%
659017595	Minoxidil 180ml	08.04–19.05	Sponsored Product	3,481	92	2.64%	€1.70	€156.60	3	3.26%	€184.68	118%
659017594	Minoxidil 60ml	08.04–19.05	Sponsored Product	2,585	75	2.90%	€2.00	€150.00	5	6.67%	€199.95	133%
659207077	Mino 60ml + Roller	29.05–10.06	Sponsored Product	2,144	60	2.80%	€2.00	€120.00	1	1.67%	€39.99	33%
Marketplace Booster (com_MarketplaceBooster)
659203947	Mino 180ml (3-Monate)	27.05–30.06	Marketplace Booster	7,837	494	6.30%	€3.81	€1,883.00	20	4.05%	€983.79	52%
659229051	Minoxidil 60ml (1-Monat)	05.06–22.06 ✕	Marketplace Booster	7,917	447	5.65%	€4.13	€1,845.90	15	3.36%	€666.85	36%
659188297	Mino 180ml + Roller	19.05–30.06	Marketplace Booster	8,729	241	2.76%	€2.61	€628.90	17	7.05%	€1,015.83	162%
659306655	Minoxidil 50mg/ml ★ New Jul	01.07–	Marketplace Booster	—	—	—	—	—	—	—	—
659174858	Mino 60ml (1-Monat)	12.05–26.06	Marketplace Booster	3,518	105	2.98%	€2.50	€262.50	9	8.57%	€363.31	138%
659187617	Mino 60ml + Roller	18.05–22.06	Marketplace Booster	3,782	85	2.25%	€2.22	€188.30	3	3.53%	€167.97	89%
659222498	Mino 180ml (3-Monate)	02.06–26.06	Marketplace Booster	1,101	55	5.00%	€1.50	€82.50	3	5.45%	€162.37	197%
659174676	DHT-Blocker Conditioner	12.05–30.06	Marketplace Booster	2,000	66	3.30%	€0.48	€32.00	11	16.67%	€164.89	515%
659174677	Shampoo & Conditioner Duo	12.05–30.06	Marketplace Booster	2,686	38	1.41%	€0.58	€21.90	5	13.16%	€101.75	465%
659174673	DHT-Blocker Shampoo	12.05–30.06	Marketplace Booster	1,881	56	2.98%	€0.37	€20.60	8	14.29%	€117.12	569%
659174855	Mino 180ml (3-Monate)	12.05–12.06	Marketplace Booster	1,331	44	3.31%	€0.39	€17.25	1	2.27%	€54.99	319%
659174359	Mino + Shampoo & Vitamine	11.05–30.06	Marketplace Booster	2,578	38	1.47%	€0.35	€13.19	1	2.63%	€63.99	485%
659174678	Haarwachstum Multivitamine	12.05–30.06	Marketplace Booster	1,018	16	1.57%	€0.30	€4.80	2	12.50%	€66.78	1391%
Total — all campaigns (Apr–Jun)				61,011	2,211	3.62%	€2.73	€6,040.45	109	4.93%	€4,726.15	78%

Run dates = first/last day with recorded activity in the report · Spend reflects Redcare CPC bidding (no fixed budget cap) · minor zero-activity placement IDs omitted

Metric	W1 Jun 17–22	W2 Jun 24–29	W3 Jul 1–6	Δ W3 vs W2
Invest	€ 909.80	€ 1,073.90	€ 1,202.97	+€129.07 (+12%)
Impressions	6,299	6,590	9,867	+3,277 (+50%)
Clicks	262	288	390	+102 (+35%)
CTR	4.16%	4.37%	3.95%	-0.42pp
Avg CPC	3.47%	3.73%	3.08%	-0.65pp
Turnover	€ 522.05	€ 638.26	€ 949.29	+€311.03 (+49%)
Conversions	15	13	18	+5 (+38%)
CVR	5.73%	4.51%	4.62%	+0.11pp
ROAS	57%	59%	79%	+20pp

ID	Product		W1 · Jun 17–22							W2 · Jun 24–29							W3 · Jul 1–6							Δ ROAS W3 vs W2
ID	Product		Impr.	Cl.	CPC	Spend	Conv.	GMV	ROAS	Impr.	Cl.	CPC	Spend	Conv.	GMV	ROAS	Impr.	Cl.	CPC	Spend	Conv.	GMV	ROAS	Δ ROAS W3 vs W2
659203947	Mino 180ml (3-Monate)	MB	1,369	107	€4.23	€452.80	7	€295.33	65%	4,082	244	€4.03	€983.50	8	€471.51	48%	4,665	286	€3.07	€879.00	14	€686.76	78%	+30pp
659229051	Minoxidil 60ml (1-Monat)	MB	2,034	93	€3.99	€371.00	3	€133.37	36%	—	—	—	—	—	—	inactive	—	—	—	—	—	—	inactive	—
659188297	Mino 180ml + Roller	MB	655	17	€1.73	€29.40	—	—	0%	1,177	20	€3.50	€70.00	—	—	0%	2,930	47	€4.00	€188.00	1	€63.99	34%	+34pp
659306655	Mino 180ml (3-Monate) (Jul)	MB	—	—	—	—	—	—	inactive	—	—	—	—	—	—	inactive	431	30	€3.00	€90.00	1	€49.99	56%	+56pp
659174858	Mino 60ml (1-Monat)	MB	146	6	€2.50	€15.00	—	—	0%	41	1	€2.50	€2.50	1	€52.39	2096%	—	—	—	—	—	—	inactive	-2096pp
659187617	Mino 60ml + Roller	MB	414	10	€1.40	€14.00	—	—	0%	—	—	—	—	—	—	inactive	—	—	—	—	—	—	inactive	—
659222498	Mino 180ml (3-Monate)	MB	193	10	€1.50	€15.00	—	—	0%	40	3	€1.50	€4.50	1	€52.39	1164%	—	—	—	—	—	—	inactive	-1164pp
659174676	DHT-Blocker Conditioner	MB	292	6	€1.00	€6.00	4	€59.96	999%	329	4	€1.50	€6.00	—	—	0%	605	12	€2.50	€30.00	1	€14.99	50%	+50pp
659174677	Shampoo & Conditioner Duo	MB	487	3	€1.00	€3.00	—	—	0%	—	—	—	—	—	—	inactive	618	6	€1.50	€9.00	—	—	0%	+0pp
659174359	Mino + Shampoo & Vitamine	MB	364	6	€0.30	€1.80	—	—	0%	411	6	€0.50	€3.00	—	—	0%	473	6	€0.66	€3.97	—	—	0%	+0pp
659174673	DHT-Blocker Shampoo	MB	242	3	€0.50	€1.50	—	—	0%	250	7	€0.50	€3.50	2	€28.58	817%	—	—	—	—	—	—	inactive	-817pp
659174678	Haarwachstum Multivitamine	MB	103	1	€0.30	€0.30	1	€33.39	11130%	90	3	€0.30	€0.90	1	€33.39	3710%	145	3	€1.00	€3.00	1	€133.56	4452%	+742pp
Total			6,299	262	€3.47	€909.80	15	€522.05	57%	6,590	288	€3.73	€1,073.90	13	€638.26	59%	9,867	390	€3.08	€1,202.97	18	€949.29	79%	+20pp

Weeks run Wednesday–Monday (6-day periods). 659229051 paused 22.06 — absent from W2/W3. W3 Jul 1–6 is current reporting week.

Keywords Tracked

shop-apotheke.com search

Snapshot

4 Jun 2026

single date · baseline

Keywords Ranked

6 / 13

7 show no ranking

Best Position

Rank #1

Haarwachstum

Keyword Search Rankings — shop-apotheke.com

4 Jun 2026 snapshot · organic ranking

Keyword	Rank Positions — Jun 4	Current Best	Status
Haarwuchsmittel	—	—	✗ Gap
Minoxidil	3, 14, 15	3	✓ Ranked
Minoxidil gg. Haarausfall	19, 20, 24, 26	19	✓ Low
Haare	—	—	— None
Haarausfall	—	—	✗ Gap
Haarausfall Produkt	—	—	— None
Haarausfall Männer	5, 21, 23, 29, 30, 31	5	✓ Ranked
Mittel gg. Haarausfall	—	—	— None
Haarwachstum	1, 5	1	✓ Ranked
Haarwurzel	—	—	— None
Haarverlust	—	—	— None
Erblicher Haarausfall	11, 16, 17	11	✓ Low
Erblich bed. Haarausfall	9, 11, 15, 16	9	✓ Low
Summary	6 ranked · 7 gaps	1	Mixed

Rank Position Heatmap — shop-apotheke.com

current best · green = top 3 · gold = 4–8 · grey = 9+

Key Observations — 4 Jun 2026

Strong Positions

Haarwachstum ranks #1 and Minoxidil #3 — the only top-3 visibility on shop-apotheke.com. Haarausfall Männer holds #5.

Ranking Gaps

7 of 13 tracked keywords show no ranking — including high-volume Haarwuchsmittel, Haarausfall and Mittel gg. Haarausfall.

Weak Visibility

The hereditary-hair-loss terms (Erblicher / Erblich bed. Haarausfall) and Minoxidil gg. Haarausfall rank only in the 9–26 range — clear PDP and content optimisation opportunity.

Keywords Tracked

apodiscounter.de search

Reporting Period

Nov – Jun

9 snapshots · Nov 2024 – Jun 2026

Jun '26 Best

Rank #2

Minoxidil · 9 keywords at #3

Jun '26 Status

Recovered

broad rebound vs May 2025

Keyword Search Rankings — apodiscounter.de

position(s) per month · organic ranking

Keyword	Nov 20	Dec 18	Jan 12	Feb 19	Mar 16	Apr 2	May 21	Jun 4	Current Best	Trend
Haarwuchsmittel	1	1	1	1	2	1	9	10	10	↓ −9
Minoxidil	6	2,3,4,14	14	16	17	19	19	2,3,4,6,21	2	↑ Recovered
Minoxidil gg. Haarausfall	—	—	—	—	—	1, 9	—	3	3	↑ Organic #3
Haare	4	—	—	—	—	—	—	—	—	↓ Dropped
Haarausfall	7	4,5	3,4	4,5	5,6	4,5,8	10	3,25	3	↑ Recovered
Haarausfall Produkt	10,11	12,13	—	14,15	24,25	24,25	25	3,23,24	3	↑ +22
Haarausfall Männer	19–24	19–24	19–24	20–25	25	19–24	22–24	3,23,24	3	↑ +16
Mittel gg. Haarausfall	—	—	—	—	—	—	—	3	3	+ New #3
Haarwachstum	20	18	20	21	21	25	21,22	3	3	↑ +15
Haarwurzel	—	—	—	—	—	—	—	—	—	— None
Haarverlust	5	4,16	17	17	16	19	—	11	11	↑ Recovered
Erblicher Haarausfall	3,4	9,21–23	11–14	12,24,25	14,23–25	19–22	17–20	3,18,19,20	3	↑ Recovered
Erblich bed. Haarausfall	12–15	3,5,6,24	3,5,6,17	—	24	20	21	3,6,7,25	3	↑ Recovered

Top Keyword Rank Heatmap

best rank per keyword · green = strong

Key Observations — Jun 2026 vs May 2025

Broad Recovery

Minoxidil rebounded to #2 (from #19). Haarausfall back to #3, and Erblicher / Erblich bed. Haarausfall recovered to #3.

New Top-3 Entrants

Haarausfall Produkt and Haarausfall Männer jumped to #3 from the low-20s. Mittel gg. Haarausfall and Haarwachstum now rank #3.

Remaining Gaps

Haarwuchsmittel still at #10 — the one core term yet to recover its former #1. Haare and Haarwurzel show no ranking.

Channels Tracked

SA & apo.com (B2B)

Out-of-Stock Lines

SA: all SKUs in stock

SA Units on Hand

838

across 7 in-stock SKUs

apo.com Units on Hand

858

across 7 active SKUs · Finasterid discontinued

Stock by Product & Channel

Product	PZN	SHOP APOTHEKE Sevenum / Venlo · Stand 01.08.26			APO.COM Stand 01.08.26
Product	PZN	Stock	Run-rate u/mo (prev.)	Cover mo	Stock	Run-rate u/mo (prev.)	Cover mo
Finasterid 1mg	18399304	—	—	—	discontinued	—	—
Minoxidil 50mg/ml 60ml	18442721	310	99 (83)	3.1	588	5 (2)	117.6
Minoxidil 50mg/ml 180ml (3×60ml)	18442744	87	113 (71)	0.8	49	159 (84)	0.3
SONS Hair Growth Complex	19944100	88	4 (9)	22.0	86	2 (0)	43.0
SONS Strengthening Shampoo	19944086	139	42 (78)	3.3	53	14 (12)	3.8
SONS Strengthening Conditioner	19944040	34	16 (25)	2.1	35	0 (0)	—
SONS Thickening Hair Clay	19944063	48	4 (13)	12.0	44	1 (1)	44.0
SONS Derma Roller	19944092	132	121 (127)	1.1	3	46 (28)	0.1
Total / blended	8 SKUs	838	399 (406)	2.1	1,081	151 (129)	7.2

DocMorris excluded — it operates as a marketplace and stock is held on our side regardless. Shop Apotheke and apo.com are B2B listings, so their warehouse positions are shown here. SA stock reflects the Sevenum / Venlo warehouse readout (Stand 01.08.26); apo.com reflects the abverkauf_monat_domain_CAREFORSONS_2026.csv (Stand 01.08.26). SA does not list Finasterid, and it has been discontinued on apo.com (remaining units excluded from totals and run-rate).

Run-rate = forward monthly units. apo.com uses last-3-month average sell-out (Feb–Apr '26, actuals); Shop Apotheke uses June '26 actuals (399 u/mo — fully reported, supersedes May × 1.81 simulation). Cover = stock ÷ run-rate, in months; values under ~5 months are flagged. SA cover is critically tight on Mino 180ml (0.8 mo) and Derma Roller (1.1 mo); stock depletion 16.6→9.7 confirms June velocity (186→87 Mino 180ml = ~129 u/mo implied, consistent with June reported 113).

Replenishment Flags — Shop Apotheke

Minoxidil 180ml (18442744) — 87 units, cover 0.8 mo at June run-rate 113 u/mo. Most urgent: stock depleted 186→87 in ~23 days, validating the pace. Restock immediately.

Derma Roller (19944092) — 132 units, cover 1.1 mo at June run-rate 121 u/mo. Bundle pull driver (2 active bundles) — restock urgently.

Conditioner (19944040) — 34 units, cover 2.1 mo at June run-rate 16 u/mo. Back in stock but very limited buffer; re-order.

Minoxidil 60ml (18442721) — 310 units, cover 3.1 mo at June run-rate 99 u/mo. Monitor closely; velocity doubled May→June.

Healthy Cover

Hair Growth Complex (19944100) — 88 units, cover 22.0 mo at low June run-rate (4 u/mo). Well covered; no action needed.

Hair Clay (19944063) — 48 units, cover 12.0 mo at 4 u/mo. Very low velocity; no restocking pressure.

Shampoo (19944086) — 139 units, cover 3.3 mo at June run-rate 42 u/mo. Acceptable; watch over next 4–6 weeks.

Run-rates updated to June '26 actuals (superseding May × 1.81 simulation). Stock stand 09.07.26.

Latest Run-Rate — Forward Monthly Sell-Out

Two forward-looking unit run-rates, each built on a different method appropriate to the data available for that channel. Figures are units/month.

apo.com — Apr–Jun '26 average (bundle-extracted)

151

units / month

Method: Jun '26 actuals used for high-volume SKUs (Mino 180ml: 90, Derma Roller: 33); Apr–Jun avg used for low-volume SKUs where a single month is noise (Mino 60ml: 6.0, Shampoo: 17.7, HG Complex: 1.7, Conditioner: 1.7, Hair Clay: 1.3). Same logic as SA run-rate update.

Source: abverkauf_monat_domain_CAREFORSONS_2026.csv · Stand 01.08.26. Bundle extraction applied per skill definition.

Shop Apotheke — June actuals

399

units / month · actuals

Method: June '26 sell-out actuals (fully reported) used directly as the forward run-rate. June totalled 399 units vs 224 in May — a 78% uplift driven by media scale-up. Stock depletion validates the pace: Mino 180ml fell from 186 → 87 in ~23 days (≈129 u/mo implied pace, close to June reported 113).

Previous estimate (May × 1.81 = 406) now superseded by actuals. June run-rate is directionally aligned but the SKU mix has shifted — Mino 60ml and 180ml accelerated strongly, while Shampoo and Hair Clay velocity is lower than the prior model assumed.

Combined indicative run-rate (apo.com Apr–Jun avg + SA June actuals):

≈ 550 units / month

DocMorris is excluded from the run-rate (marketplace model, different sell-out dynamics). The two methods are deliberately different: apo.com has a stable multi-month actuals series suited to a trailing average, while SA's run-rate is simulated forward from its most recent month using the June media-conversion signal (conversions accelerating, risk-adjusted 50%).