The promotion of products in the pharmaceutical segment requires a special approach. This is a highly regulated industry, where it is important to take into account legal restrictions, communication style and maintain the trust of the audience. 

Mobile advertising is ideal for the pharmaceutical segment, as it allows you to quickly and accurately convey important information to the right users. Thanks to targeting, you can create personalized solutions, from seasonal vitamins to pharmacy services near your home.

For this reason, Turbomicron G launched an advertisement on the BYYD platform. We tell you how, with the help of in-app promotion, we managed to reach almost 500 thousand unique users.

Tasks:

• Increase brand awareness
• Attract users to the landing page 
• Expand CA's knowledge of the drug 

Tools:

• Rich Media 1 , Rich Media 2
• Landing Page Development
• Targeting by socio-demographic characteristics
• Relevant interests and application categories

Geo: Uzbekistan

To increase the effectiveness of the advertising campaign, the BYYD team has set up targeting for two target audience groups:

• Men and women aged 20 to 60 who lead a sedentary lifestyle.

For more accurate targeting, mobile specialists have identified the interests that are inherent in the selected target audience. Among them are career advancement, a passion for computer games, investments, work in the field of IT, freelancing.

• Pregnant women aged 20 to 40 years

This group is interested in health issues, parenting, planning family vacations, working and studying at home.

When promoting a product in the pharmaceutical segment, it is important that the content is adapted to the target audience - from young parents to elderly people with chronic diseases — and presented in a convenient, understandable form.

To do this, the BYYD team created animated banners — Rich Media. Such visual formats help to engage the user and increase loyalty, especially when it comes to health. 

The first creative is aimed at adults and elderly women suffering from varicose veins. The second is for men and pregnant girls who are worried about hemorrhoids. The button at the end of the banners leads to the Landing Page, where users can find out the causes of diseases, contraindications to the drug and place an order.

Banners depict everyday situations in which users may feel uncomfortable. Animated characters create a trusting atmosphere and help to raise a painful topic more gently.

The advertising campaign lasted 1 month. Throughout the entire period, BYYD's mobile specialists carried out optimization based on platform statistics. This means that sites with a low CTR were Blacklisted. 

Daily optimization helped to reach CTR above the planned value.

The first creative allowed us to exceed the plan in terms of the number of impressions and clicks. As a result, 241,446 unique users were reached. The audience aged 34 to 46 showed the greatest engagement.

The second creative helped to achieve a CTR of 0.53 and reach 243,894 unique users. The audience aged 27-33 showed the greatest interest. This confirms that the BYYD team has correctly identified the brand's target audience and precisely set up targeting.

Taking into account the specifics of the audience and the competition in the pharmaceutical segment, postclick metrics showed high results. 

For example, 1.5 minutes of users' stay on the site means that they do not just click on the ad, but read the information, study the composition, indications. 

The 41.4% bounce rate is below the market average, especially for mobile traffic, where the bounce rate often exceeds 50%. This means that most users interact with the content and perform targeted actions.

More detailed

You can contact us for a consultation.:

• Through the form on the website
• Via email hello@byyd.me