Pharmacy App Promotion Case Study on the App Store: +750% Impressions, +105% Downloads

Collaboration Goals

Increase app visibility and downloads in the App Store.

Promotion Strategy

Our strategy was shaped by three critical factors that impact app promotion:

• A narrow range of direct competitors
• Seasonal fluctuations in demand
• A limited semantic core driven by the niche’s specificity

As a result, we focused on targeted solutions and developed a structured action plan consisting of four key steps.

1. Competitor analysis.
2. App listing page content optimization.
3. Launching In-App Events.
4. Technical and visual improvements.

Step 1. Competitor Analysis

To start off with, we identified competitors and categorized them into two groups:

• Direct competitors — pharmacies with their own apps
• Indirect competitors — foreign pharmacy services and general medical apps

By analyzing direct competitors, we assessed the market—identifying partner positioning, niche dynamics, and various promotional approaches used in the stores.

Analyzing indirect competitors helped us expand the semantic core, collect a wider range of visual references, and gain deeper insights into the market segment.

In addition, we carried out a functional analysis by comparing app content, features, strengths, and weaknesses. This helped us identify growth opportunities and highlight the partner’s competitive advantages.

Step 2. App Listing Page Content Optimization

Based on the competitor analysis, we developed an initial semantic core by reviewing publicly available metadata from competing apps and compiling a preliminary list of relevant keywords.

Then we evaluated each keyword individually — assessing its alignment with the promotion strategy, performance metrics, and other relevant indicators. Based on this analysis, some keywords were excluded, while others were retained in the final semantic core.

This served as a foundation for creating the metadata:

• Title
• Subtitle
• Keywords

In Ukraine, the App Store supports three locales: Ukrainian, English (UK), and Russian. We optimized all available fields with relevant, high-performing keywords for each locale.

Following the release, the app began appearing in search results for several targeted keywords. We continuously update the metadata—removing underperforming keywords or those that have fallen out of the top 10, and replacing them with new, high-potential terms. This ongoing process ensures the metadata remains current and supports a steady increase in app visibility.

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Learn how, despite limited semantics and a competitive market space, we achieved a 131% increase in views and boosted installs by 38%.

Step 3. Launching In-App Events

In-App Events can appear in search results in place of app screenshots, as well as directly on the app’s listing page. We leveraged this feature as an additional tool to engage users and boost visibility—highlighting new features, special promotions, and in-app activities to capture audience interest.

Step 4. Technical and Visual Improvements

Alongside optimizing semantics and the app listing page, we implemented several technical and functional improvements to enhance both conversion rates and visibility.

1. We updated the graphical metadata by utilizing the Conversion Rate Optimization Loop approach — a continuous improvement process where we analyzed user behavior, developed hypotheses, and tested various design options. Only the changes that demonstrably increased conversion rates from views to downloads were implemented.

2. We customized:

• Rating prompts – in-app pop-up windows encouraging users to leave a rating
• Automated review responses – pre-set text templates automatically published in reply to new user comments

This led to a noticeable improvement in both the quantity and quality of user ratings, directly affecting the app’s visibility and competitiveness for key search terms.

1. We closely monitored the Crash Rate — an indicator of app stability and the number of crashes. A stable app experience directly contributes to better user satisfaction and positively influences the app’s ranking in the store.

Performance Highlights

In five months of work, we observed:

• A 750% increase in app page views.
• A 105% increase in downloads, despite a seasonal slowdown affecting overall growth.

Despite the constraints of a limited semantic field, we significantly improved the app’s visibility and increased the number of downloads. This success was driven by a well-executed promotion strategy that combined thoughtful optimization of textual and graphical metadata with effective rating and review management.