Background
Between July and September 2024, a leading medical-tech company launched a focused three-month campaign aimed at urologists, nephrologists, and gynecologists. The initiative was designed to strengthen brand visibility, capture high-quality leads, and generate meaningful demo requests, ultimately bridging awareness with actionable engagement.
Strategy
- Survey phase to segment HCP audience
- Omnichannel outreach: microsite, email, SMS, WhatsApp, banner ads
- Consistent engagement: weekly creatives, phased execution
- Lead qualification: tele-calling to verify genuine interest
Results
- Reach: 62,769 HCPs
- Impressions: 392,203
- Clicks: 34,281 (CTR ~9%)
- Qualified leads: 52 demo requests
Insights
- Strong CTR showed campaign relevance
- Multi-channel touchpoints improved recall
- Lead quality ensured through tele-verification
- Conversion from click to lead can be improved with optimized landing pages and personalized messaging
Recommendations
- Expand reach via paid targeting and broader specialties
- Track full funnel metrics (demo → sales)
- Use A/B testing to refine content and landing pages
Conclusion
The campaign successfully exceeded engagement goals and delivered verified leads, demonstrating the power of a well-planned, multi-channel strategy.