How iNova Pharmaceuticals transformed patient education into action with AI-powered conversations
longer engagement: 52-second chat sessions vs. 18 seconds on standard site pages
bounce rate after first AI response vs 69.85% on home page, a 37% improvement in retention
conversations generated direct clicks to doctor booking or purchase
Company
iNova Pharmaceuticals is a leading consumer healthcare company in Australia and New Zealand, specialising in skincare, pain relief, and wellness products. Their ReTrieveOne brand offers prescription-strength retinoid treatments for sun damage and ageing skin, connecting consumers with Australian-registered doctors through telehealth.
Industry: Pharmaceutical / Consumer Healthcare
Headquarters: Sydney, Australia
Employees: 200+
Challenges
Static content failed to convert patient interest into clinical action
iNova's ReTrieveOne brand faced a common pharmaceutical commercialization challenge: patients landed on product pages with questions about their specific skin concerns, but traditional website content couldn't address the nuanced, personal nature of skincare decisions.
Consumers arrived asking about conditions like dry skin, blackheads, age spots, and wrinkle but generic product pages couldn't guide them toward appropriate next steps. The result was high bounce rates, low conversion to telehealth bookings, and missed opportunities to connect interested patients with licensed doctors.
The brand needed a way to provide instant, personalised guidance that felt conversational rather than clinical—while remaining fully compliant with pharmaceutical regulations.
Solutions
RoseRx deployed an AI agent that transforms MLR-approved content into personalised patient conversations
iNova partnered with RoseRx to embed an AI-powered chat experience directly into the ReTrieveOne patient journey. The AI agent, "Joanna," was trained exclusively on approved Veeva library content with built-in compliance checks, ensuring every response met regulatory standards.
Rather than forcing patients through lengthy 20-page information journeys, Joanna delivers instant, personalised answers about sun damage, pigmentation, ageing, and acne concerns. The agent provides simple directions on choosing between in-person care or telehealth, and fast access to resources that help patients have informed discussions with their doctors.
Real conversation data revealed patients were asking sophisticated questions about specific ingredients like BHA/AHA, tretinoin comparisons, and whether products suited their unique situations. The AI surfaced these content gaps in real time, enabling iNova to continuously improve their patient education materials.
Adverse event detection was embedded throughout, with only 0.06% of chats flagged for AE monitoring, demonstrating the safety of conversational AI in pharmaceutical contexts.
Results
Higher engagement, stronger conversion, and continuous learning
With RoseRx, iNova transformed passive content consumption into active patient engagement while maintaining full regulatory compliance.
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3x longer session engagement, with 52-second chat sessions compared to 18 seconds on standard pages
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37% improvement in retention, reducing bounce rate from 69.85% to 44% after the first AI interaction
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29% of conversations included explicit requests to connect with a doctor
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18% conversion rate from chat to doctor booking or purchase, without any additional manual review burden
The AI-powered experience scored 70% positive sentiment from consumers, validating that patients find personalized, instant, conversational guidance highly valuable.
Beyond engagement metrics, the deployment surfaced previously unknown content gaps, questions patients were asking that iNova hadn't anticipated, enabling faster learning cycles and more responsive patient education.
