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