Background
Biologic therapies have significantly improved treatment outcomes for patients with autoimmune disorders, including rheumatoid arthritis and inflammatory bowel disease. Despite their growing clinical relevance, variability in awareness, evolving treatment guidelines, and limited exposure in routine practice can hinder optimal adoption among healthcare professionals. To address this need, HiDoc Dr. implemented a targeted digital education campaign aimed at strengthening therapy-level understanding through credible, accessible learning formats.
Objective
The primary objectives of the campaign were to:
- Increase clinical awareness of biologic therapies and their role in autoimmune disease management.
- Strengthen therapy recall and reinforce scientific positioning among relevant medical specialties.
- Encourage meaningful engagement through structured, digital-first educational touchpoints.
Strategy
A comprehensive omni-channel strategy was designed to ensure consistent reach and engagement across the target audience:
- Educational banners and infographics were deployed on a medical learning platform to deliver concise, clinically relevant content.
- Multi-channel outreach via email, SMS, and WhatsApp ensured repeated visibility and reinforced learning.
- Specialty-specific targeting focused on rheumatologists, gastroenterologists, and consulting physicians to maximize contextual relevance and impact.
Results
| Metric | Outcome |
|---|---|
| Reach | 13,420 healthcare professionals |
| Impressions | 201,860 |
| Clicks | 19,235 |
| Click-Through Rate (CTR) | 9.5% |
| WhatsApp Open Rate | 57% |
Key Insights
- Omni-channel digital outreach significantly improved therapy awareness by ensuring repeated and consistent engagement across platforms such as banners, email, SMS, and WhatsApp.
- Specialty-focused targeting enhanced message relevance, leading to stronger engagement from rheumatologists, gastroenterologists, and consulting physicians.
- High WhatsApp open rates indicated strong acceptance of bite-sized, mobile-first educational content among busy healthcare professionals.
- A strong click-through rate reflected the effectiveness of clinically relevant, well-structured educational creatives in driving meaningful interactions.
- Data-driven content execution enabled continuous optimization of messaging, formats, and channel mix, improving overall campaign performance.
- The campaign demonstrated that digital medical education, when executed strategically, can strengthen therapy understanding and support sustained engagement with healthcare professionals.
Conclusion
The campaign successfully enhanced awareness of biologic therapies among the targeted healthcare professional segments. Strong engagement metrics demonstrated the effectiveness of an omni-channel digital approach in delivering focused medical education. The initiative highlights how data-driven content strategies can support therapy understanding, improve recall, and strengthen long-term engagement with healthcare professionals.