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HRA Pharma Award-Winning Ella Facebook Messenger Bot

HRA Pharma informs women seeking information about the morning after pill. The support is so effective Ella it’s now Germany’s most awarded healthcare campaign.

Messaging Channel: Facebook Messenger

Language: German

Drives Engagement

Responds Relevantly

Builds Relationships


HRA Pharma is a fast growing, innovative consumer healthcare company. HRA Pharma grew their total revenues by 20.8% in 2019 and have established themselves as an industry leader with award-winning healthcare marketing campaigns.




Social messaging

Automate 1:1 conversations at scale on Facebook Messenger.

Retargeting messages

Send personalized retargeting messages that drive action.

Conversation analytics

Optimize your customer journey with step-by-step funnel data.

The Challenge: Educate & Inform Users About Sensitive Healthcare Topics

HRA Pharma sought out to educate women seeking information on the morning after pill, but needed to reach users somewhere they would feel comfortable enough to engage. They also had to ensure that they understood very nuanced and sensitive topics accurately in order to provide the most helpful response in times of need.

The Solution: Ella - An Award-Winning Healthcare Support Bot

With Spectrm’s conversational marketing platform, HRA Pharma created a Facebook Messenger bot that offers information and advice to women in a personal, one-on-one environment. Ella was able to identify highly nuanced intents in many different contexts and enabled HRA Pharma to automate more and more of it’s customer experience over time. Ella’s advice helped women so effectively it’s now Germany’s most awarded healthcare campaign.

The brand was able to build trust, provide relevant and helpful answers in the right context, educate their audience and drive engagement by building a unique chatbot, tailored to their specific needs using Spectrm.

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