Elevit: How to Boost Online Converisons by 320%

Bayer: Олена Босик, Brand Manager, Media & Digital manager CASF and Nutritionals Віктор Тімохов, Brand Manager EssenceMediacom: Вікторія Мисюк, Client Service Director Олександра Антоненко,Media Planner Катерина Романова, Activation Digital Manager (GroupM)

Online sales of pharmaceuticals are one of the most challenging tasks in performance marketing due to the heavily regulated nature of advertising in this category, both in Ukraine and globally. A few years ago, launching standard Google campaigns in this domain faced significant challenges due to platform restrictions. Additionally, working with 1st party data was nearly impossible, as pharmaceutical retailers generally lacked accessible data and Google prohibited the use of such tools for promoting these products. While online sales stimulation has become standard practice in other categories, the pharmaceutical sector has only recently approached a breakthrough. We undertook a full-scale performance campaign for the Elevit brand, which includes both pharmaceutical products and supplements that Google still classifies as "pharmaceutical" due to strict regulatory requirements. We set the ambitious goal of increasing Elevit’s share of online sales in the pregnancy vitamin segment above the category average (23%) while maintaining stable budgets amidst rising competition. Our analysis found that 98% of users brought to the brand’s site did not complete transactions on the pharmacy retailer’s landing page. This highlighted the challenge of missing integration between ads and 1st party retailer data, making a data-driven approach critical. We optimized two key steps in the customer journey: 1. From the brand’s site to a dedicated pharmacy landing page. 2. From the pharmacy landing page to the product’s purchase page. Through ongoing analytics and optimization, we achieved: - Increasing Elevit’s online sales share by 7 percentage points (23% → 37% vs. the category average of 35%). - Raising online conversions by +320%. - Optimizing CPA by 96%. The Elevit campaign demonstrated how a data-driven approach, focusing on personalized ads and collaboration with retailers, can overcome barriers in pharmaceutical performance marketing. It set an industry benchmark, unlocking new opportunities for online sales in a previously underutilized category.