Social Media Marketing Guide for Pharmaceutical Companies
January 22, 2026Social Media Marketing Guide for Pharmaceutical Companies
January 22, 2026
Client
Rama Water Filter
Industry
E-commerce / Home Appliances / Water Purification
Business Model
D2C water filters & purifiers (Shopify)
Campaign Scope
Performance Marketing + CRO + Automation + WhatsApp Marketing
Brand Introduction
RAMA is the world’s No.1 manufacturer of Stainless-Steel Gravity Water Filter Systems, sold globally, under various brands. RAMA is also a leading household name for home appliances such as LPG stoves, Wet Grinders, Pressure Cookers, Mixer Grinders, and more.
For over 60 years, we've poured passion, precision, and purpose into every drop of what we do. At the core of our gravity water filters is a beautiful balance - natural materials, thoughtful design, and technology that stands the test of time.
The Challenge
Rama Water Filter wasn’t struggling with traffic. They were struggling with clarity and efficiency.
They faced:
❌ Unclear ROI despite heavy monthly ad spend
❌ Platform-reported conversions not matching Shopify orders
❌ No visibility into region-wise profitability
❌ Budget allocation driven by impressions, not revenue
❌ Pan-India targeting without regional context
❌ Significant cart abandonment with no recovery mechanism
The result:
Decent reported ROAS, but limited confidence to scale.
Our Approach
We treated this as a full-funnel growth problem, not a media buying exercise.
Execution happened across parallel workstreams data, demand, conversion, and recovery—because fixing only one would have capped results.
Before increasing spend, we fixed visibility.
What we did
✓ Established Shopify as the single source of truth
✓ Cross-verified platform conversions with actual orders
✓ Built region-wise revenue and profitability views
✓ Identified states where reported ROAS ≠ real revenue
✓ Flagged regions where money was being spent but not recovered
Key Insight:
“Platforms optimize for clicks and conversions. Businesses scale on profit.”
So we rebuilt reporting from Shopify transaction data upward.
India wasn’t treated as one market.
We analyzed 50+ regions individually to understand:
- Where CAC made sense
- Where trust was weak
- Where conversion and recovery tactics were needed
This analysis directly informed:
- Budget allocation
- Creative language selection
- Offer communication strategy
Expansion into North India required more than increasing budgets.
What changed regionally
- Creative language: Increased use of regional-language ads
- Trust building: More testimonial-led and UGC-driven creatives
- Offer framing: Clearer value communication for low-awareness markets
A discount isn’t effective if people don’t trust the brand offering it.
Google Ads continued capturing high-intent demand.
Meta was used to create demand—especially in new regions.
Creative system upgrades
- Heavy shift towards UGC-style creatives (reviews, demos, social proof)
- Regional creators and language-led ads for relatability
Clearer offer presentation:
- Showing ₹ value off instead of ambiguous “up to % off”
- Anchoring offers to outcomes (health, taste, safety)
Test | Scale | Kill Framework
- Test: New hooks, UGC formats, and offer angles weekly
- Scale: Creatives crossing 4+ ROAS
- Kill: Underperformers paused within 72 hours
Performance—not preference—decided scale.
Traffic quality improved.
Now the site had to keep up.
Funnel optimization
Tracked and fixed drop-offs across:
- Session → Add to Cart
- Cart → Checkout
- Checkout → Purchase
Key improvements
- Simplified product explanations
- Clearer pricing & offer visibility
- Stronger trust cues at checkout
- Faster mobile performance
A major revenue leak was abandoned carts.
Instead of letting those users go cold, we added a recovery layer.
WhatsApp automation use-cases
- Cart abandonment reminders
- Offer reinforcement (₹ off clarity, urgency)
- Trust nudges (reviews, certifications)
This recovered high-intent users who had already shown buying signals—improving blended ROAS without increasing ad spend.
Results
| Metric | Outcome |
|---|---|
| ROAS at 3 months | 6.5 (from 2.2) |
| ROAS at 6 months | 7.0 |
| Revenue Growth | 8× increase |
| Expansion | South → North India |
| Channel Mix | Google → Google + Meta + WhatsApp |
What Actually Moved the Needle
Data Integrity Before Scale
Shopify data drove
decisions not ad
dashboards.
Regional + Cultural Relevance
Regional language ads and UGC increased trust faster than polished brand creatives.
Offer Clarity
“Flat % off” outperformed
vague “up to % off” messaging especially on Meta.
CRO + Recovery Ownership
Traffic was optimized
and recovered via WhatsApp
compounding efficiency.
Systematic Execution
Fast testing, fast killing,
zero emotional
bias.
