NovaBay Pharmaceuticals Announces New and Enhanced Direct-to-Consumer Marketing to Efficiently Engage Customers and Drive Avenova Sales

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NovaBay Pharmaceuticals, Inc. (NBY) announces a new and enhanced direct-to-consumer marketing program to boost Avenova sales. The program includes SMS and targeted email marketing to engage customers and drive online sales. The company aims to enhance customer loyalty, reach new prospective customers, and capitalize on the success of previous marketing efforts through social media and email channels. CEO Justin Hall highlights the positive impact of the SMS program on customer engagement and reveals significant sales growth from social media and email campaigns.

Positive

• Sales of Avenova from social media increased by over 160% in Q1 compared to the previous year.
• Revenue from the email program has risen by more than 360% since mid-2023.
• The new SMS program aims to provide exclusive discounts, news, and valuable eye health tips to engage customers and enhance retention.
• The company plans to use text messaging to connect with both existing loyal customers and new audiences.
• The refreshed email campaign includes new creative elements and automation to further engage customers and expand reach.

Negative

• None.

EMERYVILLE, Calif.--(BUSINESS WIRE)-- NovaBay^® Pharmaceuticals, Inc. (NYSE American: NBY), a company developing and commercializing high-quality eyecare and wound care products, announces a new and enhanced marketing program that includes text message communications (SMS) and targeted email programs aimed at enhancing the Avenova^® brand while engaging with customers to drive online sales of Avenova products. The new and enhanced programs build upon the Company’s past highly productive marketing programs through proprietary channels including social media and email to cost-efficiently enhance customer loyalty and reach new prospective customers.

“We recently began using text messaging to capitalize on the breakaway success we’ve seen with email and social media marketing in driving customer engagement and Avenova sales while managing our market spend,” said Justin Hall, CEO of NovaBay. “SMS provides an additional, immediate touchpoint with our customers and we are encouraged by the strong initial results. We plan to use text messaging to share exclusive discounts, news and value-add content such as tips for enhancing eye health that, collectively, will keep our audience engaged and interacting with the brand. This program targets our existing, highly loyal customer base to enhance retention, while also reaching new audiences.

“The new SMS program builds on the incredible success we’ve had with our email and social media marketing programs to date,” he added. “In fact, sales of Avenova from our social media channel for this year’s first quarter increased more than 160% over the prior-year quarter, and revenue from our email program has been on a sustained upward trajectory since mid-2023, up more than 360%. To drive additional engagement, we recently refreshed our email campaign to include new creative and also added automation to further engage with current customers while expanding reach to new audiences.”

About NovaBay Pharmaceuticals, Inc.

NovaBay’s leading product Avenova^® Antimicrobial Lid & Lash Solution is often prescribed by eyecare professionals for blepharitis and dry-eye disease and is available directly to consumers through online distribution channels such as Amazon.com. It is clinically proven to kill a broad spectrum of bacteria to help relieve the symptoms of bacterial dry eye, yet is non-irritating and completely safe for regular use. NovaBay offers a full portfolio of scientifically developed products for each step of the standard dry eye treatment regimen, including the Avenova Eye Health Support antioxidant-rich oral supplement, Avenova Lubricating Eye Drops for instant relief, Avenova Warm Eye Compress to soothe the eyes and the i-Chek by Avenova to monitor physical eyelid health. The Avenova Allograft, an amniotic tissue prescription-only product, is available through eyecare professionals in the United States.

Forward-Looking Statements

This release contains information about management's view of the Company's future expectations, plans and prospects that constitute forward-looking statements within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements can be identified by the fact that they do not relate strictly to historic or current facts. Such forward-looking statements are based upon management’s current expectations, assumptions, estimates, projections and beliefs. These statements include, but are not limited to, statements regarding our business strategies, commercial progress, current and potential future sales channels, and any future revenue, and the timing of such revenue, that may result from these marketing efforts, as well as generally the Company’s expected future financial results. These statements involve risks, uncertainties and other factors that may cause actual results or achievements to be materially different and adverse from those expressed in or implied by these forward-looking statements. Factors that might cause or contribute to such differences include, but are not limited to, risks and uncertainties relating to the size of the potential market for our products, the Company’s products not being able to penetrate one or more targeted markets and the Company’s ability to continue as a going concern and revenues (or the execution on capital raise opportunities) not being sufficient to meet the Company’s cash needs. Other risks relating to NovaBay’s business, including risks that could cause results to differ materially from those projected in the forward-looking statements in this press release, are detailed in NovaBay’s latest Form 10-K/Q filings with the Securities and Exchange Commission, especially under the heading “Risk Factors.” The forward-looking statements in this release speak only as of this date, and NovaBay disclaims any intent or obligation to revise or update publicly any forward-looking statement except as required by law.

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Avenova Purchasing Information
For NovaBay Avenova purchasing information:
Please call 800-890-0329 or email sales@avenova.com
Avenova.com

View source version on businesswire.com: https://www.businesswire.com/news/home/20240422751952/en/

NovaBay Contact

Justin Hall

Chief Executive Officer and General Counsel

510-899-8800

jhall@novabay.com

Investor Contact

LHA Investor Relations

Jody Cain

310-691-7100

jcain@lhai.com

Source: NovaBay Pharmaceuticals, Inc.

FAQ

What is NovaBay Pharmaceuticals (NBY) announcing?

NovaBay Pharmaceuticals (NBY) is announcing a new and enhanced direct-to-consumer marketing program aimed at boosting Avenova sales.

How does the new marketing program include SMS?

The new marketing program includes text message communications (SMS) to engage customers and enhance the Avenova brand.

What are the key goals of NovaBay's marketing program?

The key goals of NovaBay's marketing program are to enhance customer loyalty, reach new prospective customers, and drive online sales of Avenova products.

What results have been seen from NovaBay's social media marketing?

Sales of Avenova from social media channels increased by over 160% in the first quarter of this year compared to the previous year.

How has revenue from NovaBay's email program changed?

Revenue from NovaBay's email program has been on a sustained upward trajectory since mid-2023, rising by more than 360%.

What content will be shared through NovaBay's text messaging program?

NovaBay's text messaging program will share exclusive discounts, news, and valuable eye health tips to engage customers and enhance retention.