How Healthcare Brands Are Winning with Retail Media

Retail media is full of promise—but in healthcare, it’s far from plug-and-play. CPG healthcare brands operate in one of the most challenging segments of digital advertising. Between strict regulations, fragmented data, high consumer expectations, and dozens of evolving retail platforms, even seasoned marketers can feel like they’re running uphill. And while budgets are shifting toward retail media, outcomes aren’t always keeping pace.

What makes this space especially tricky is the need to balance personalization with privacy. Brands aren’t just selling toothpaste—they’re guiding consumers through deeply personal health decisions. That changes how you target, what you say, and where you show up. And with every retailer running its own ecosystem, stitching together a coherent, scalable strategy becomes a full-time job.

That’s where the right partner comes in. It’s not just about dashboards and data—it’s about making fast, informed decisions at scale, without losing sight of the customer. 

Skai supports some of the world’s most ambitious healthcare advertisers by helping them move faster, adapt smarter, and get real returns from retail media. Here’s how.

Haleon boosts Amazon sales by 56% during Hot Sale event

Hot Sale is Mexico’s largest online shopping event—think Prime Day, but localized and compressed into a tight window of opportunity. For Haleon, the goal was clear: stand out before, during, and after the peak. With help from Publicis LeOne and Skai, the team built a phased campaign that combined hourly data updates, keyword harvesting, and real-time competitive insights to adjust performance in flight. The outcome? A 56% sales lift and a 1,100% spike in new-to-brand conversions.

But what mattered just as much was what came after. Haleon used Skai’s reporting and dashboard capabilities to dig into what worked, identify gaps, and shape future activations with more precision. Performance marketing is rarely one-and-done. When done right, it informs the next campaign before the first one even ends.

Full results:

• 56% increase in sales vs. Hot Sale 2023
• 61% increase in ROAS compared to previous year

Amazon Search during Hot Sale 2024

• 106% increase in conversions YoY
• 1,100% increase in New-to-Brand conversions YoY
• 94% increase in revenue YoY

Amazon DSP during Hot Sale 2024

• 243% increase in conversions YoY
• 482% increase in new-to-brand conversions YoY
• 299% increase in revenue YoY

Pharma brand lifts ROAS 22% using AI-powered dayparting

It’s hard to scale performance in a category where everyone’s bidding on similar keywords and shoppers are inundated with options. That’s exactly where one pharmaceutical advertiser found itself—ROAS stuck, revenue plateaued. To shift the curve, the team leaned on Skai’s AI Dayparting to pinpoint when shoppers were actually converting, not just clicking. Layered with Amazon Marketing Stream, the result was a far more dynamic bidding strategy.

With clear visibility into hourly performance trends, the brand adapted in real time to consumer behavior. The change wasn’t flashy—but it worked: a 22% increase in ROAS and a 49% bump in ad-attributed revenue. It’s a reminder that sometimes the key to unlocking growth isn’t volume, it’s timing.

Testing and automation help recover lost traffic on Target

Across three brands, a healthcare advertiser discovered it was missing as much as half its potential traffic on Target.com. The culprit? Ads that weren’t consistently active during peak shopping hours. Rather than throw more budget at the problem, the team partnered with Skai to use Automated Actions to keep campaigns live at critical moments and Experiments to validate the approach.

The results spoke for themselves—higher ad revenue, improved ROI, and a clear strategy the team could apply across more brands. More importantly, the tests gave them real insight into when and why ads miss, and how to keep performance consistent. In retail media, smart testing often beats blind scaling.

Full results:

Brand A

• Revenue increased by 118%
• ROI increased by 25%\

Brand B

• Revenue increased by 37%
• ROI increased by 17%

Brand C

• Revenue increased by 245%
• ROI increased by 114%

Fortune 500 pharma brand sees 80% order growth across 15 brands

When a Fortune 500 pharmaceutical company set out to overhaul its Amazon retail media program across 15 brands, it wasn’t just optimizing—it was rebuilding. With Skai’s suite of tools—including Budget Navigator, Competitive Insights, and Ad Scheduling—the team moved from reactive spend management to proactive, strategic execution.

The impact: 40% higher ROAS and 80% more orders across the board. And behind those numbers was a new level of control—transparency across teams, clearer decision paths, and a strategy built to flex with the market. In a space as fast-moving as healthcare retail media, that kind of foundation is everything.

Full results (vs previous year):

• 40% increase in ROAS across ALL brands despite spend increase of 30%
• 30% decrease in CPCs
• 90% increase in attributed sales
• 80% increase in total orders

See the Skai difference in a brief, personalized demo 

Retail media is evolving fast, and in healthcare, the bar is even higher. Standing out takes more than budget—it takes precision, control, and a real understanding of what drives shoppers to act. These case studies show what’s possible when teams have the right tools and the freedom to adapt. If retail media is the next big lever for healthcare growth, tech like Skai is what makes it pull.

Skai’s Retail Media solution empowers marketers to plan, execute, and measure digital campaigns that meet consumers when and where they shop. As part of our omnichannel platform, connect the walled gardens and manage campaigns on 200+ retailers, including Amazon, Walmart, Target, and Instacart, alongside major publishers across paid search, paid social, and apps

We invite you to see Skai’s innovative commerce media platform for yourself.

You’ll also see Celeste, Skai’s breakthrough GenAI marketing agent streamlines decision-making, maximizes performance, and uncovers new growth opportunities across all channels.