Driving a 3% Conversion Lift: How a Global ePharma Leader Optimized with Category Affinity Models

Driving a 3% Conversion Lift: How a Global ePharma Leader Optimized with Category Affinity Models

Discover how ADA supported a prominent global ePharma company in India to increase conversion rates by up to 3% for its over-the-counter (OTC) product segment using predictive category affinity models and targeted data strategies.

The Challenge

Despite its market leadership, the client—a top-tier ePharma provider offering diagnostic labs, teleconsultations, and surgery bookings—faced underperformance in its OTC product conversions through digital push notifications. The primary goal was to increase click-through and conversion rates without raising advertising costs, while improving campaign relevance and customer experience.

The Strategy

Leveraging Machine Learning to Predict Customer Category Affinity

ADA built a predictive model capable of determining each customer’s affinity for specific product categories. This allowed the client to prioritize outreach based on likelihood to purchase within a defined period.

The Execution

1. Data Preparation
   ADA analyzed historical transaction data and digital clickstream behavior to identify buying patterns. Integrating these datasets enabled a unified view of user behavior across platforms.

2. Model Development
   A classification model was developed using key behavioral and transactional variables. The model was trained and validated monthly using historical datasets to ensure ongoing accuracy. The resulting category affinity scores informed the targeting strategies for future campaigns.

The Results

• Achieved a 2%–3% increase in conversion rates across push notification and activation channels.

• Reduced advertising spend by 20% through improved targeting efficiency.

• Enhanced customer satisfaction by minimizing irrelevant or low-value promotional messages.

This success story demonstrates how ePharma businesses can apply machine learning and category affinity modeling to drive measurable growth, enhance campaign relevance, and optimize marketing ROI in a competitive digital environment.