Overview
A leading pharmaceutical company in India launched a nationwide digital campaign to raise awareness and recall for a prescription pain-relief medication used in the management of conditions like osteoarthritis and rheumatoid arthritis. The initiative was directed towards General Physicians (GPs) across India, aiming to strengthen product visibility and encourage engagement within the medical community.
The campaign combined educational content with strategic messaging to reach its target audience effectively.
Objectives
- Increase product awareness among General Physicians in multiple states.
- Improve engagement through interactive and informative digital formats.
- Establish consistent recall within the target audience.
Methodology
The campaign followed a comprehensive omnichannel strategy using multiple touchpoints to ensure maximum visibility and interaction:
- Platforms Used: Medical learning app, official website, targeted emails, SMS, and WhatsApp communication.
- Content Formats: Banner ads, educational articles, videos, quizzes, and infographics.
- Structured Content Plan: Weekly themes and formats were rotated to maintain engagement and provide fresh educational material aligned with campaign goals.
Results
- Reach: 151,938 healthcare professionals.
- Impressions: 1,827,170.
- Clicks: 243,078.
- Click-Through Rate (CTR): 13%.
- Top Regions: Tamil Nadu (22%), Uttar Pradesh (16%), Karnataka (15%).
Key Success Factors
- High Engagement Levels – Over 243,000 clicks indicate strong interest and relevance of the campaign content.
- Targeted Approach – Focus on states with higher GP concentration enhanced reach efficiency.
- Diverse Content Mix – Using varied formats kept the audience engaged over the campaign period.
Conclusion
This campaign successfully leveraged digital platforms to connect with a large and relevant audience of General Physicians across India. By integrating multiple content formats and maintaining consistent visibility, it not only achieved strong engagement but also built a foundation for future digital outreach efforts.