Reaching the Right Audience with the Right Message
The first step to achieving key results was to accurately identify the core audience. PharmEasy leveraged InMobi Audiences to target patients with chronic illnesses, regular medicine buyers, hospital or local pharmacy store visitors, who are in the need of medicines, especially during the pandemic when going to a local store was considered risky. InMobi deployed its polygon mapping technology around key locations and combined it with various interest-, demographic-, appographic-, and technographic-based traits to identify the audiences accurately.
PharmEasy reached out to these audiences with a simple breakdown of the reasons why they should use the app.
- Availability of medicines, lab tests, OTC products, all under one umbrella
- Quick delivery of medicines within 48 hours
- Lab tests were done right at the convenience of home
Enabling One-click Install (OCI) on Glance
PharmEasy leveraged in-app advertising that optimizes campaigns based on advertiser goals - be it app installs, registrations or purchases, ensures unmatched quality with multiple supply channels, acquires and re-engages users at scale with advanced mobile capabilities optimized to maximize conversions.
The brand needed a highly engaging platform that provides immersive experiences while enabling a simple process to install the app. To reach out to audiences across the country, the brand needed to leverage a platform with a wide reach and high engagement. PharmEasy leveraged Glance, a platform that reaches over 120 million user daily and has an average time spent of 23 minutes a day. Just like PharmEasy delivers medicines across India, Glance engages users across India, with 45% of audiences constituting of metro city residents, 35% from tier-II cities, and 20% from the rest of India.
To drive installs at scale, PharmEasy created immersive creative that grab the users' attention at first glance. By delivering a seamless, screen-zero content experience on the lock screens of the user, the brand recorded higher visibility. Furthermore, powered by the One Click Install (OCI) feature on the Glance creative, users could install the app with a single click without having to visit the Play Store.
Activating Prescription Uploads and First-orders
With the idea of enhancing conversions, PharmEasy users with promotional codes to avail diagnostic services and medicine orders at discounted prices. Providing discounted prices and cashbacks acted as a trigger for users to download the app and upload prescriptions to place the orders by using the promo codes during checkout.
When stepping out was considered risky during the lockdown, PharmEasy provisioned a full-body check-up at home with 70 tests – a repeated periodical practice that patients get done as a preventive measure to find out any possible healthcare concerns. Additionally, the brand also enabled COVID antibody tests on the app.
Reactivating Dormant Users Via Retargeting
As the last step to drive incremental conversions, PharmEasy leveraged InMobi's Retargeting capabilities to identify the following custom sets of audiences:
- The users who have 'added to cart' yet haven't placed their orders in the 8-30 days window.
- Cohorts of high intent users who browse for pharma medicines on the app and add that to the cart in a week.
- App installers with no activity on the app beyond seven days of the download.
- All app installers beyond seven days of activity but logged in the last three days.
PharmEasy re-engaged registrants and inactive app users with an offer to avail free Amazon Prime Membership for three months along with a discount code that nudged them to upload prescriptions, place their first order or repeat orders. This initiative worked wonders for the brand as OTT platform consumption2 hit massive peaks, with consumers preferring to watch videos more than ever.