Overview

A nationwide digital engagement campaign was executed from July to September 2024 via a leading medical learning platform. The objective was to boost awareness, recall, and interest in a probiotic formulation used for treating diarrhoea by restoring intestinal flora. The campaign aimed to connect with a wide range of healthcare professionals across specialties through continuous education and multi-platform outreach.

Objectives

• Increase awareness and recall of the probiotic product among doctors
• Provide medical value through informative and interactive content
• Drive meaningful engagement and generate high-quality leads
• Enhance perception through educational reinforcement

Target Audience

• Total Doctors Reached: 358,951
• Target Specialties: General Physicians, Consulting Physicians, Paediatricians, Gastroenterologists, ENT Specialists

Campaign Strategy

A robust omni-channel approach was used to ensure effective outreach through mobile app, medical website, email marketing, SMS outreach, and WhatsApp broadcasts

Content Format & Frequency

Doctors received weekly educational content, including clinical case studies, medical articles, knowledge-based quizzes, and short explainer videos

Performance Metrics

Total Reach: 358,951 doctors
Total Impressions: 2,420,188
Total Clicks: 301,153
Average CTR: 12.4%
Leads Generated: 240

Key Insights

The campaign achieved high reach and visibility among medical professionals across India
Paediatricians and General Physicians showed the highest interaction rates, indicating strong relevance
States with top engagement included Maharashtra, Delhi, and West Bengal
All 240 leads were tele-verified and confirmed as qualified professionals showing active interest
multi-format content and consistent distribution boosted trust and recall among participants

Conclusion

This campaign demonstrated the power of multi-channel, education-led digital outreach to meaningfully connect with a large and diverse base of medical professionals. By focusing on relevant content and consistent engagement, it successfully increased awareness, drove interaction, and produced high-quality leads. Future campaigns can build on this foundation by incorporating follow-up initiatives to nurture leads into long-term advocates and prescribers.