Typharm Group overlay on Pulse

Objectives

Typharm ran a mobile overlay advert on Pulse to promote their Nystaform-HC cream, a combination cream to help treat skin infections caused by fungi and/or bacteria such as ringworm, athlete’s foot, and infected nappy rash.

Pulse offers GPs a daily dose of politics and financial news, CPD, cutting-edge investigations, clinical updates, thought provoking debate, and practical business advice.

Our approach

In July, Typharm ran a mobile overlay via Pulse, generating fantastic engagement and traffic. The Typharm creative featured bright colours, minimal text, and clear, easy-to-read content.

More GPs access Pulse than any other medical journal website (GPMS 2024), and with over 36,600 GPs having engaged with Pulse over the past 90 days alone, it provides direct access to this highly engaged community.

Available across Cogora media brands, Pulse, Pulse PCN, Nursing in Practice, The Pharmacist, Management in Practice, Healthcare Leader, Hospital Healthcare Europe and Hospital Pharmacy Europe, mobile overlays are a high impact type of online advertising, putting brands and products front of mind.

Mobile overlays are superimposed over a webpage’s content and require the user to either engage with the ad or remove the ad from the screen by clicking on the close icon.

Overlays are hard to miss, as they often cover a significant portion of the screen or the entire page. This high visibility can lead to increased engagement rates, making them effective for delivering key messages. For clients looking to make a strong impression, overlays can often lead to higher conversion rates compared to traditional display advertising.

Overlays can also be tailored to specific audiences based on location, clinical interests, and/or RX prescription trends. This targeting can enhance the ad’s relevance to the user, improving click through rates and conversions. Clients can use these ads to reach a specific segment of their audience with highly relevant content.

Outcome

• 35,000+ overlay impressions
• 4,000+ clicks
• 14% click through rate

Typharm’s mobile overlay generated over 35,000 impressions in a week, with over 4,000 clicks – resulting in a clickthrough rate of 14%, compared to our benchmark of 7%.

Detailed reports were shared throughout the campaign showing reach and engagement to help optimise future campaigns.

For more information about Cogora’s advertising options and HCP access, please contact us today.

For prescribing information for Nystaform-HC Cream, click here.