Biblister: a pharmacy platform's Instagram, built from zero
Biblister came to us with a platform, a founder willing to go on camera, and no Instagram presence at all. We built an Instagram account for one audience: pharmacy owners and their teams in a single city. Positioning, content strategy, production, shoot direction and measurement, all from zero.
The challenge
No followers. No content. No reference point.
Biblister is a joint purchasing platform for pharmacies. Pharmacies register, pool their demand and buy together, so purchase terms improve for all of them. Registration is free and only verified pharmacies are on the platform.
The audience is narrow by design: pharmacy owners and employees in the one city where Biblister is building its purchasing pool. It is professional, ignores marketing language, and is reached mainly through peers sharing content, not through discovery. And the account started with nothing to learn from.
Existing accounts in the category either sell advertising or sell a course. Nobody was talking about the pharmacy as a business, with numbers. That gap became the strategy, and we gave it its own visual identity so it would not look like anyone else in the feed.
What we did
The whole account. Strategy to monthly report.
- Audience definition: pharmacy owners, pharmacy employees and the pharmacy trade in one city, nobody else
- Positioning and content strategy, including the editorial line the brand holds to
- Brand visual identity for the account, designed so Biblister looks different from every other account in the pharmacy industry
- Monthly content calendar, approved by the client before production
- Full production on site: Axelwin's camera operator films every shoot, then we handle all post-production, editing, subtitles, captions and encoding
- Scripts and shoot direction: the founder is on camera, guided by the scripts and direction we bring to every shoot
- A measurement framework and monthly performance reporting
How we did it
A content calendar that works as a feedback loop.
The numbers show the outcome. The method is why it repeats. We set a fixed measurement cadence, so every post is compared against the same reference post at the same elapsed time.
That data produced a repeatable short-form format, and it showed what one small change is worth. The first shoot opened with a greeting. Removing it raised watch time and cut skip rate almost in half.
It also separated two content families that do different jobs. Knowing which one a given week needs is the difference between posting and planning.
Step 1 · Cadence
Every post is read four times
At 30 to 45 minutes, at 5 to 6 hours, at 24 hours and again after several days. Each reading is compared against a fixed reference post at the same elapsed time.
Step 2 · Format
Open cold, one mechanism, out in 35 seconds
No greeting. Open on the question, explain one concrete mechanism the viewer can apply to their own numbers, close in thirty to thirty-five seconds.
Step 3 · Proof
One greeting removed
The first shoot opened with a greeting before the question. Taking it out changed both numbers below. Every video since opens cold.
Step 4 · Planning
Two content families, two jobs
Calculation content drives reach beyond the followers. Human, conversational content drives comments but travels less far. Each week is planned for the job it needs done.
Results
111K views in 45 days, from an account that started with no followers.
On a trade-only account aimed at one city's pharmacies, not a mass audience.
The format repeats. The best result was not a one-off.
Viewers who went from a post to the account itself, with 493 bio link taps on top.
| Metric | Value | Notes |
|---|---|---|
| Views | 111,384 | Reels 79K, posts 24K, stories 7.7K |
| Viewers | 34,755 | Unique accounts reached |
| Net followers | 0 → 513 | From a brand new account |
| Profile visits | 4.6K | Viewers who went from a post to the account |
| Bio link taps | 493 | Clicks through to the platform |
| Top four reels | 16K · 10K · 9.7K · 9.6K | Views per reel |
| Audience | One city | Pharmacy owners, employees and the pharmacy trade |
| Starting point | 0 followers | New account, first post on 16 September 2026 |
Source: the account's own analytics. Window: 45 days from the first post on 16 September 2026.
Track record
More clients, more markets, more results
Our track record page shows the full picture: clients across ecommerce, health, fashion, marketplace and professional services, with results across GTM, Operating Model Consultancy, Performance Marketing, Conversion Rate Optimization, SEO, and market entry engagements.
View track record →Team
International eCommerce, Strategy and Digital Growth Experts
Axelwin brings together Shopify engineers, performance marketers, strategists, UX and CRO specialists, and an in-house lawyer to support brands building scalable international ecommerce operations. This cross-functional structure allows us to connect strategy, platform architecture, localization, and legal requirements into a single operating model.
View team →Want an Instagram that proves itself every month?
Axelwin builds the strategy, the content and the measurement behind it, so every month starts from evidence. The first conversation is free.
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