Pharmatic Mindset
Visits to relevant materials, patient leaflets, product-use descriptions and pages that link to online pharmacies.
ADVERTISING PLATFORM FOR PHARMACEUTICAL MANUFACTURERS
From first symptoms
to repeat purchase.
Pharmatic finds relevant audiences, manages media buying and measures performance at every stage of the path to purchase.
Technology stack by Genius Group ↗
Effective engagement at every stage of the funnel
01
First symptoms
Looking for information about how they feel
02
Considering options
Exploring categories and products
03
Purchase
Choosing a brand and a pharmacy
04
Repeat purchase
Returning to the category and brand
01Targeting→
02Media buying→
03Performance measurement
01 / PROPRIETARY TECHNOLOGY
One platform.
The full advertising cycle.
Pharmatic Mindset is the AI core that turns millions of raw signals into an understanding of the audience’s current interests and needs. It recognises interest in a category, condition or product, accounts for the recency of each signal and builds dynamic audiences from early symptom research through product selection and purchase.
Fiscal data
Purchase readiness based on available data about medicine and category purchases.
About fiscal data ↗Telecom data
Additional audience and behavioural attributes supplied by telecom partners.
About telecom data ↗AI PLATFORM CORE
Pharmatic Mindset
Signal streams Interest context Relevant segments
From audience selection to performance reporting.
We build segments and buy display, video and native advertising across all device types, optimise delivery and assess campaign impact.
PHARMATIC EXPERIENCE
Pharmaceutical expertisebehind the platform.
700+
advertising campaigns
60+
advertisers
60+
demand monitoring parameters
100M+
users across available data sources
Brands that have
worked with Pharmatic
Pharmatic’s accumulated experience and the platform’s unique capabilities create new opportunities for effective pharmaceutical brand promotion. Audience availability and media parameters for a specific category, geography and campaign objective can be confirmed with the platform team.
02 / SEGMENT TRANSPARENCY
A clear interest
behind every segment.
Every segment has a profile. We show where its signals come from, which topics connect the audience and why it is relevant to your brand.
SEGMENT PROFILE / EXAMPLEFrom symptom
From symptom
interest to
solution choice.
Sample selection logic for the antihistamines category.
Topics · sources · inclusion logic01
Exploring the topic
Interested in seasonal allergies and pollen.
02
Choosing a solution
Comparing available options in the category.
03
Researching a product
Looking for information about a brand or its alternatives.
Examples illustrate the selection principle. Audience composition, availability and size are confirmed against the brief. Interest in a topic does not confirm a diagnosis or purchase.
03 / COMPOSITE AUDIENCES
Control segment
depth and scale.
Start with interest in your product. Add audiences interested in competitor or related products, or disable layers to fit the campaign brief.
Audience composition diagram, not a reach estimate
Your product
Interest in the brand, patient leaflets and use. The segment core.
AUDIENCE COMPOSITION3 layers: your product, competitors and related products
Add relevant layers to expand the audience. Geography and signal recency are configured separately.
Visits to product-use materials, patient leaflets and pages that link to online pharmacies form the interest signal. Actual purchases and buyer segments are determined from available fiscal data.
04 / ANALYTICS AND AI OPTIMISATION
Act when
interest is rising.
Category dynamics help select the placement period, set priorities and formulate campaign hypotheses.
INTEREST INDEXIllustrative example
See the dynamics.
Choose the period.
DECISION FOR THE MARKETER
Align periods of rising interest with the campaign calendar.
The 0–100 index shows interest relative to its historical peak. Share of search is not share of sales. Forecasts represent scenarios for changes in interest.
AI AGENT / DURING THE CAMPAIGN
Interest changes.
The campaign follows.
The AI agent tracks growth in condition-related interest by region and optimises geographic media buying in real time.
It reallocates spend towards regions where interest in the topic is rising.
DYNAMICS BY REGIONLogic illustration
Region AInterest rising ↗Increase media buying
Region BStable →Maintain level
Region CDeclining ↘Adjust media buying
Interest signal→AI agent→Geo media buying
Optimisation parameters are set for the category, geography and campaign objectives.
05 / MEDIA BUYING
The audience is ready.
Your brand goes live.
We launch campaigns in the core advertising formats, matching placements to the brand objective, audience and journey stage.
Display
Communicate with audiences at selected stages of interest in the category and product.
Video
Tell the brand and product story while measuring attention and viewing depth.
Native advertising
Deliver an advertising message in a format native to the selected media environment.
CONNECTED TV
CTV for the right objectives
Video advertising on smart TVs and set-top boxes. Please contact the platform team to confirm targeting options and available inventory.
STABLE IDSales Lift can be connected
with partners, subject to data availability and an agreed measurement methodology
06 / CAMPAIGN RESULTS
From contact quality
to sales impact.
We report performance at every level: how the ad was delivered, whether it earned attention and what changed after contact with the brand.
Media quality
Fraud control, content environment and visibility against MRC criteria.
Attention to advertising
Creative time in view, ATR — Attention Through Rate, and scroll deceleration.
Audience response
Clicks, CTR and video completion show how the audience responds to the ad.
On-site actions
Post-click behaviour and conversions when landing-page analytics are connected.
Brand impact
We assess the campaign’s impact on awareness, perception and product consideration.
Discuss a studySales impact
We assess offline advertising impact with a telecom operator using fiscal data.
How we measureThe metric set depends on the format and connected measurement solutions. Reporting and research are agreed before launch.
07 / AUDIENCE PROFILING
Know your audience
before the campaign.
Using Pharmatic Mindset and telecom operator data, we create a detailed target audience profile before the advertising campaign begins.
The profile helps understand the audience, build creative and communication strategy, refine targeting and select communication channels.
Discuss audience profiling How audience profiling works ↗FROM DATA TO COMMUNICATION STRATEGYPROPRIETARY AI COREPharmatic
PARTNER DATATelecom
Pharmatic
Mindset
Telecom
operator
Detailed target audience profile
- 01Creative and communication strategy
- 02More precise targeting
- 03Communication channel selection
The profile informs communication and media-planning decisions before campaign launch.
08 / SALES LIFT
How did the campaign
affect
sales?
We conduct Sales Lift studies with one of our telecom partners using fiscal data.
We assess the campaign’s impact on pharmacy purchases. Sales data reveal outcomes beyond clicks and site visits.
Discuss Sales Lift How Sales Lift works ↗>70%
of pharmaceutical sales
take place offline
Campaign measurement therefore continues beyond the website.
campaign
data
with a telecom partnermatching ad exposure and purchases
ALMAG CASE / MEDICAL DEVICESales Lift: higher purchase conversion
Sales Lift: higher purchase conversion
in the test group.
+34%
Read the case · RU test group vs control group
Online pharmacies. Product-card click-throughs to online pharmacies are available. Real-time data on online purchases and the effectiveness of these referrals is not currently available in the platform.
Sales Lift. Methodology, data availability, timing and research costs are agreed before launch.
START WITH YOUR OBJECTIVE
We will build the right audience
for your campaign.
Tell us about the brand, category and objective. We will propose the segment logic, media scenario and a way to measure the result.
01Audience logic
02Media scenario
03Measurement plan