Overview
A leading multinational pharmaceutical organization, with a strong presence in multiple therapeutic areas, aimed to strengthen medical awareness and engagement among healthcare professionals in India. To achieve this, a medical learning initiative was designed focusing on two specialties—Consulting Physicians and Surgeons. The campaign highlighted clinical insights and case-based education on managing chronic constipation in patients with comorbidities.
Methodology
An omnichannel medical awareness campaign was implemented across India. The campaign leveraged multiple digital touchpoints including:
- A mobile healthcare application
- Website content hubs
- Emailers
- SMS notifications
- WhatsApp promotions
- Roadblock ads
Educational resources consisted of four infographics and four case studies, distributed over eight weeks. All content was consolidated on a dedicated microsite for easy access. Real-time tracking ensured measurement of reach, impressions, clicks, and engagement rates, without disclosing personal doctor information.
Results
The initiative generated:
| Metric | Performance |
|---|---|
| Reach | 92,087 doctors (72,175 Consulting Physicians & 19,912 Surgeons) |
| Impressions | 394,732 |
| Clicks | 35,039 |
| CTR | 9% (with peak CTR of 11% for the first banner) |
Key highlights included:
- Exceeding the original engagement target of 33,151 with 35,039 clicks.
- Consistently strong engagement across all formats (infographics and case studies).
- Wide visibility with nearly 400,000 impressions during the campaign.
Conclusion
The campaign successfully met its objectives of enhancing medical awareness and fostering engagement among healthcare professionals. By adopting an omnichannel approach and delivering high-quality, clinically relevant educational content, the initiative surpassed its engagement benchmarks. The consistently high response demonstrated the strong alignment of content with physician needs, reinforcing the value of digital platforms in continuous medical education.
