Background
To strengthen awareness and engagement among healthcare professionals, Hidoc executed a focused content marketing initiative centered on clinically relevant educational articles. The campaign primarily targeted critical care doctors, aiming to deliver up-to-date medical insights that support informed clinical decision-making.
The initiative was conducted over a three-week period, from December 17, 2024, to January 8, 2025, across India. During this time, three expert-written articles addressing key aspects of infection management were published and distributed.
Campaign Strategy
An omnichannel distribution approach was adopted to ensure optimal visibility and repeated exposure among the target audience. The articles were promoted through:
- Medical learning platform
- Email outreach
- SMS notifications
- WhatsApp communication
- Web-based engagement touchpoints
This multi-touch strategy ensured that healthcare professionals encountered the content across platforms they regularly engage with.
Key performance indicators – including reach, impressions, and click-through rate – were tracked throughout the campaign to evaluate effectiveness and engagement quality.
Campaign Outcomes
- Total Reach: 9,122 healthcare professionals
- Total Impressions: 27,366
- Total Clicks: 837
- Click-Through Rate (CTR): 3%
Among the three articles, Ventilator-Associated Pneumonia emerged as the top-performing topic with 314 clicks, followed by:
- Hospital-Acquired Pneumonia: 291 clicks
- Complicated Urinary Tract Infections: 232 clicks
From a regional perspective, engagement was highest in:
- Maharashtra: 17%
- Tamil Nadu: 8%
- Haryana: 6%
Key Learnings
- Clinically focused, educational content drives meaningful engagement among critical care professionals.
- An omnichannel approach enhances visibility and reinforces message recall.
- Topic relevance plays a crucial role in determining engagement depth.
Conclusion
This campaign demonstrates how well-curated medical articles, when combined with a structured omnichannel distribution strategy, can effectively engage healthcare professionals at scale. By delivering timely, relevant, and educational content, Hidoc successfully connected with over 9,000 doctors across India, reinforcing the value of article-led content marketing in healthcare professional engagement strategies.