BioPharmX Violet Iodine Mobile Marketing Campaign On Pandora Achieves 25 Times the Average Industry Response
Company's brand campaign leaves U.S. pharmaceutical industry click through rates in the dust, boosts web visits by nearly 300 percent
Company's brand campaign leaves U.S. pharmaceutical industry click through rates in the dust, boosts web visits by nearly 300 percent
MENLO PARK, Calif., Jan. 12, 2016 /PRNewswire/ -- BioPharmX Corporation (NYSE MKT: BPMX) today announced that its preliminary campaign test results of advertising on Pandora (NYSE: P), the world's most powerful music discovery platform, show that personalized, streaming radio is an innovative, effective way to drive consumer awareness of Violet® iodine, a new breast health supplement for women.
The month-long test in New York, Los Angeles and Houston found that consumers responded to the Violet® ads on Pandora at more than 25 times the average rate for pharmaceutical digital display ads in the United States. In addition, the response rates outpaced even Pandora pharmaceutical benchmarks – which are typically higher than other channels – by 20 percent.
The program drove a nearly 300 percent increase in unique visits to the Violet brand website from the test markets during the campaign. There were also incremental increases in sales in those markets.
"As a company built on innovative research and product development to fulfill unmet medical needs, our cultural DNA is grounded on improving consumers' lives," said Anja Krammer, president and cofounder of BioPharmX. "We use novel approaches to engage our customers, educate them about our products and encourage them to experience the benefits they offer. Pandora offers us unique and effective ways to reach our target audience when they are mobile."
The BioPharmX test targeted health-oriented women who are 30 to 44 years old. Pandora's mobile audio programming delivered the Violet iodine ad to these listeners in a clutter-free environment, ensuring that the message did not have to compete for attention.
As a result of the initial program success, BioPharmX has expanded its Pandora advertising program to five additional U.S. markets this year.
"BioPharmX understands how consumer trends and behaviors are changing. Pandora listeners, who once relied on traditional broadcast radio, now spend 80 percent of their total listening hours on mobile and other connected devices. BioPharmX is making innovative use of Pandora to precisely reach active consumers," said Andy Lipset, vice president of broadcast and local at Pandora. "We are thrilled that Pandora has helped BioPharmX reach audiences most likely to benefit from Violet iodine."
Pandora is the leading music streaming service, with more than 78 million active monthly listeners in the United States. The average Pandora listener tunes in for over 21 hours every month.
About BioPharmX® Corporation
BioPharmX Corporation (NYSE MKT: BPMX) is a Silicon Valley-based specialty pharmaceutical company, which seeks to provide products through proprietary platform technologies for prescription, over-the-counter (OTC), and supplement applications in the health and wellness markets, including dermatology and women's health. To learn more about BioPharmX, visit www.BioPharmX.com.
BioPharmX and Violet are registered trademarks of BioPharmX, Inc. All other brand and product names are trademarks or registered trademarks of their respective holders.
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SOURCE BioPharmX Corporation
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