Truemeds Unlocks Growth with CTWA Ads

About Truemeds

Truemeds, an e-pharmacy and telehealth platform, focuses on providing affordable medicines for chronic patients. About 21% of the elderly in India have at least one chronic disease, 17% in rural areas and 29% in urban areas. With about 72% of healthcare expenses allocated to medicines, Truemeds focuses on making medications more accessible, providing monthly recurring medical bill savings of up to 50%.

In a market where pseudo-categorization creates price differences between branded and substitute drugs, Truemeds bridges the gap, offering affordable alternatives from top 1% pharmaceutical manufacturers.

The platform addresses patients’ concerns around information about affordable medicines, the quality, and accessibility of these medicines, and empowers patients to make informed decisions before transitioning to such affordable/ substitute medicines.

Opportunity

With most of their audience aged 45 and above finding WhatsApp easier to use, Truemeds designed the medicine ordering journey on the platform with flexible multi-ordering options.

Solution

Truemeds partnered with Karix to simplify medicine ordering by launching a Click-to-WhatsApp (CTWA) ad campaign via Karix’s Ads2Chat platform, with an aim to capture and convert high-intent leads, while enabling flexible order journeys across chat, call, and web and provide timely live agent support to users.

The campaign introduced a multi-path ordering journey on WhatsApp – convenient and tailored to user preference. Customers who clicked the ad entered a chat on WhatsApp where they were offered three ordering options via interactive buttons.

Customers choosing WhatsApp or call were verified via OTP and routed accordingly to complete their order. Those selecting the call option were instantly connected to a live agent to place an order, while customers selecting the website option received a direct link to Truemeds site.

This multi-path ordering experience gave customers the freedom to order medicines in their preferred way.

Truemeds optimised CTWA ads by refining the ad copy to target ready-to-transact customers while closely monitoring the clicks-to-leads-to-qualified leads funnel for maximum efficiency.

Impact

The Click-to-WhatsApp campaign unlocked an efficient and effective top of the funnel channel for Truemeds.

• The ad-to-chat journey engaged 22K high-intent users, proving Meta Ads and WhatsApp’s ability to acquire and engage users effectively.

• Performed 5X better in generating leads than normal ad campaigns that directed users to a landing page.

• Achieved 50% cost savings on acquisition versus landing page campaigns.

Conclusion

Truemeds’ CTWA-led campaign showcased how personalised, frictionless bot-to-agent hand off journeys on WhatsApp can solve the complexities of prescription medicine ordering. By offering three clear pathways like chat, call, and web, Truemeds ensured user convenience while capturing high-intent leads.

This campaign set a new benchmark for e-pharmacy and telehealth platforms by proving that WhatsApp can go beyond engagement to enable trusted, end-to-end journeys.