- Pharma and healthcare
- Kazakhstan
- 2025 – present
Instagram media “Life on Ultra” for Teraflex Ultra: pharmacy sales +90%
Joint diseases are getting younger: from age 25–30 a person is already at risk of osteoarthritis and arthritis but still thinks of it as a grandparents' problem. For Teraflex Ultra, we created the Instagram media @life_on_ultra, about sport for non-athletes, and built the launch around the Almaty Marathon 2025. In the first two months, pharmacy sales grew by more than 90%. The project is ongoing.
Starting point
From age 25–30, a person is already at risk of osteoarthritis and arthritis. But in the audience's mind, joints are a topic for older people, and joint products are usually advertised through age and pain. Young people saw nothing about themselves in that kind of communication.
What we learned about the audience
We all want to build healthy habits into our lives but do not know how to do it without getting injured. There are many barriers, and they are not obvious: even running without a coach can easily end in injury.
Task
Make Teraflex Ultra's communication younger and broaden its audience. People over 60 understand what is happening to their joints and already use chondroprotectors. Young people do not, even though they are already at risk. We needed to reach these people and speak to them in their language, without advertising pressure.
Solution
- 01
The Instagram media @life_on_ultra: sport for non-athletes, for those who can barely wake up in the morning and get out of breath on the stairs but want to start moving
- 02
Launch in August 2025 around the Almaty Marathon: all communication was about running, preparation and recovery
- 03
Experts and heroes: orthopaedic surgeon Askar Baimukhametov, ambassador runners Svetlana Kudelich and coach Elvira Takhauova, Olympic champions
- 04
The product is built in natively, as part of preparation and recovery rather than as a medicine
- 05
A viral stunt at the Almaty Marathon: two runners in knee costumes on the 42 km course
- 06
In 2026: UGC, the #UltraHeroes section with interviews of Kazakh athletes and people who combine sport with work, marathon giveaways, a mountain hike with the community
Results in two months
- Pharmacy sales+90% or more, the highest in two years
- Regional market share+1.6% in two months
- Views5M
- Reach2M
- Reviews on Kaspi.kz, August–October47, +51.6% vs. January–July
- Interactions18 000+
- Average ER6,26%
- Clicks to the Kaspi product page500+
- Audience of media that covered the stunt1 000 000+
- CPV0,15–1,08 ₸
Media posts
The @life_on_ultra account today: sections, heroes, useful cards.
What worked
- A strong news hook: the Almaty Marathon gave the media a clear storyline and a gathering point for the audience.
- A client open to experiments: the format is far from typical pharma advertising, and Bayer went for it.
- An integrated approach: the orthopaedic surgeon, runners, Olympic champions, UGC and the offline stunt worked together rather than separately.
Awards
- Aq Mergen 2026, shortlist: “Marketing Communications”
Client testimonial
Throughout our cooperation, the Teller Kazakhstan team has shown a high level of professionalism and a deep understanding of the pharmaceutical market and its communication requirements. Thanks to Teller Kazakhstan's work, we were able to build active and loyal communities around our brands, increase their awareness among the target audience and establish a stable presence in Kazakhstan's digital environment.
Team
- Maxim FetisovContent strategist
- Ekaterina LeymanHead of content
- Maria MityashinaChief medical editor
- Marianna MirzoyanMedical editorial director
- Anfisa RodionovaMedical editor
- Ekaterina LoganovaArt director
- Ainur NaurbekovaProject producer
- Alina KimContent manager
Request
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