Overview
A leading antihistamine and Montelukast combination therapy aimed to position itself as a top choice among healthcare professionals (HCPs), including general physicians, consulting physicians, pulmonologists, and ENT specialists. The goal was to enhance brand preference through strategic engagement and measurable outcomes.
Campaign Strategy
The campaign adopted a robust omnichannel marketing approach, utilizing apps, websites, emailers, SMS, and tele-calling to maximize reach. Visual formats such as banners, scrollers, stories, and microsite landing pages were employed to ensure repeated brand exposure across platforms.
Pre- and post-surveys were deployed to gather physician insights and drive them toward tailored educational landing pages, creating a data-backed loop of learning and engagement.
Key Results
- Reach: 166,606 verified HCPs
- Impressions: 2,880,000
- Clicks: 462,546
- Click-Through Rate (CTR): 16%
- High-Quality Leads Generated: 105
- Engagement Frequency: 1–2 times per month per HCP
This strategy not only built brand visibility but also led to measurable shifts in prescribing behavior:
- Usage increased by 3.8% in the matched brand category
- Allergy treatment preference rose by 17.6%
Conclusion
Through strategic multi-channel targeting and consistent HCP engagement, the campaign successfully elevated awareness and preference for a leading allergy treatment. The strong CTR and growing product adoption reflect the effectiveness of combining medical learning platforms with tailored digital outreach.
