How Aphalaза Grew 59% in BPH Category by Ditching Medical Terminology

The drug "Afalaza" entered the top five leaders in the category of treatments for benign prostatic hyperplasia (BPH) and demonstrated growth of +59% in volume terms over two months in 2026, moving away from the rational communication approach typical of pharmaceuticals. Instead of listing symptoms, the brand team built the campaign around everyday situations—fishing, which the protagonist cannot enjoy properly due to constant urges—and reinforced the tagline "so you don't get caught on the hook of prostate adenoma." According to DSM Group data (YTD02/2026), the monetary increase reached +74%, which distinguishes "Afalaza" against competitors still relying on medical terminology.

Why pharmaceutical brands lose touch with audiences 45+

The market for BPH treatments is oversaturated with uniform communication: most brands focus on describing symptoms, mechanism of action, and clinical indicators. For men aged 45–65, who tend to postpone doctor visits and prefer solving problems independently, this approach creates an additional barrier—the topic remains sensitive, and advertising is perceived as preachy.

The "Afalaza" team studied the everyday experience of their target audience and identified a key contradiction: the disease affects not so much physical well-being in the medical sense as the usual lifestyle—the ability to spend time peacefully in nature, focus on hobbies, without planning routes around toilet locations. These are precisely the moments competitors overlook, continuing to speak the language of symptoms.

How the communication is built: metaphor instead of medical manual

The central narrative of the campaign features two friends fishing. One is focused on the float, while the second is forced to regularly break concentration due to urges and ultimately misses the bite. The visual metaphor "getting caught on the hook of prostate adenoma" works on two levels: literal (fishing) and figurative (the disease keeps the protagonist in constant tension, preventing him from relaxing).

The team considered several everyday situations—long trips, hiking, family events—but settled on fishing as the most universal cultural code for men aged 45–65. Additional constraints were imposed by pharmaceutical regulation requirements: symptoms cannot be demonstrated directly, so the focus shifted to the protagonist's life experience, which the audience can recognize without explanation.

Fishing became a universal metaphor for everyday leisure that the disease can interfere with. This made it possible to discuss the problem through lived experience rather than medical terminology.

The visual language relies on images of nature and male friendship, which had already been used in the brand's previous commercials—the team developed a familiar platform with added emotional depth. The commercial was shot on location, paying attention to atmosphere and narrative rhythm: it was important to show the situation as naturally as possible, without dramatization, so viewers could easily recognize themselves in the protagonist.

Media mix and digital continuation

The campaign launched on television in late 2025 and during the first two months of 2026 delivered noticeable sales growth. In parallel, the team prepared versions for the digital environment: banners and additional materials that conveyed the same "hook" metaphor but adapted for online advertising formats.

The media mix choice is logical for the 45+ audience: television remains the primary reach channel in this segment, while digital amplifies contact frequency and allows for more granular targeting—for example, by interests (fishing, outdoor activities) and geography (regions with developed outdoor leisure culture).

Practical checklist for pharmaceutical brand marketers

• Study your audience's everyday experience: conduct in-depth interviews or focus groups to understand how the disease affects usual lifestyle—not just physical well-being, but hobbies, social activities, and leisure planning.
• Find a cultural code close to your target audience: for men aged 45–65, this could be fishing, hunting, dacha, sports; for women in the same age group—gardening, caring for grandchildren, travel.
• Build a metaphor that works without explanation: the visual image should be readable in seconds and not require voice-over commentary.
• Maintain communication continuity: if your brand already has a recognizable platform, develop it rather than change it radically—this reduces costs for building a new image.
• Adapt creative to pharmaceutical regulation constraints: show consequences for quality of life instead of symptoms; show the possibility of returning to usual activities instead of promises.
• Measure results through category dynamics: compare your brand's growth rates with competitors in the same category (DSM Group, IQVIA, and similar agencies data) rather than just absolute sales figures.

What was measured and how to interpret the numbers

DSM Group tracks sales of over-the-counter and prescription drugs in Russian pharmacy chains; YTD (year-to-date) indicators for two months in 2026 are compared with the same period of the previous year. Growth of +59% in volume terms means an increase in the number of units sold; +74% in monetary terms indicates revenue growth (the difference can be explained by changes in average price or SKU structure).

First place in growth rates in the BPH category indicates that "Afalaza" is growing faster than competitors, but not necessarily holding first place in absolute sales volume. Entry into the top 5 category leaders confirms that the brand has established itself among key market players.

Lessons for the Russian influencer marketing market

The "Afalaza" campaign demonstrates a universal principle applicable not only to pharmaceuticals but also to promotion through bloggers: audiences are tired of rational feature lists and expect stories in which they can recognize themselves. Influencers who know how to integrate products into everyday context—not through direct recommendations, but through everyday situations—show higher conversion rates, especially in age segments 35+.

For brands working with bloggers, this means: instead of a technical brief listing product features, offer creators several life situations in which the product solves a problem or restores comfort. Success metrics then shift from reach to engagement and the share of brand mentions in comments—a sign that the audience recognized their own experience in the story.

Frequently asked questions

Can this approach be applied to prescription drugs?

Yes, but with caveats: prescription drugs are subject to stricter advertising restrictions (Law No. 38-FZ), so communication is built not directly with patients but through educational content for physicians or non-commercial disease awareness programs. Metaphors and life situations remain relevant, but the format changes—for example, case studies from practice or patient stories in disease awareness format.

How do you measure the effectiveness of emotional communication in pharmaceuticals?

The main metrics are sales growth in the category (DSM Group, IQVIA data), changes in Brand Health Index (awareness, preference, NPS), and qualitative research (focus groups, in-depth interviews with buyers). Additionally, track the share of spontaneous brand mentions in social media and the tone of reviews—this will show how well the communication resonated with your audience's real experience.

Is this creative suitable for promotion through influencers?

Yes, if you adapt the format: instead of a commercial with professional actors, a blogger can show a similar situation from their own life—for example, how they plan a trip route or choose activities with comfort in mind. The key is to maintain natural presentation and not turn the integration into a medical lecture; in pharmaceuticals this is especially important due to ad labeling requirements and restrictions on claims.