Background
Effective communication with healthcare professionals (HCPs) is critical in ensuring awareness and understanding of therapeutic solutions—especially in fields like psychiatry where clinical nuance matters. To support this need, a focused digital engagement campaign was designed to strengthen visibility and clinician recall for an anxiolytic therapy across psychiatrists in India.
The initiative ran for two months (July–August 2024) and aimed to reach psychiatrists nationwide with consistent, relevant messaging that highlighted key clinical benefits. The approach prioritized digital platforms and creative formats to ensure wide exposure and measurable interaction.
Objectives
The primary goals of the campaign were:
- To raise awareness and strengthen recall of the therapy among psychiatrists across India
- To drive engagement through multiple digital channels
- To achieve measurable results against key performance indicators such as reach, impressions, and interaction rates
- To gather regional insights that could inform future outreach efforts
Methodology
The campaign employed a multi-touch, digital-first strategy structured around creative medical education content and targeted delivery. Key components included:
- GIF-based Educational Creatives: A series of three distinct animated graphics focusing on different clinical messages related to symptom management and therapeutic benefit
- Digital Placements: Strategic deployment on web and app banner slots to reinforce visibility
- Email and Messaging Outreach: Use of emailers and messaging apps to reach psychiatrists directly
- Region-Wise Targeting: Focused distribution with analytics capturing state-level engagement differences
- Week-Over-Week Exposure: Consistent content presence throughout the two-month campaign
This multi-layered approach ensured repeated exposure, allowing psychiatrists to encounter the content across different contexts and formats.
Results
The campaign delivered strong performance across key digital engagement metrics:
Performance Overview
| Metric | Result |
|---|---|
| Reach | 6,211 psychiatrists |
| Impressions | 126,146 views |
| Clicks | 5,893 interactions |
| Click-Through Rate (CTR) | 5% |
Key Highlights
- The CTR exceeded planned benchmarks, indicating strong relevance and engagement value of the messaging
- GIF-based creatives (specifically GIF 2 and GIF 3) recorded the highest engagement rates, suggesting the effectiveness of visually engaging formats
- Regional performance showed highest reach in Maharashtra, followed by Telangana, Tamil Nadu, and Delhi
- Consistent weekly impressions contributed to sustained visibility and memory recall throughout the campaign period
Insights & Learnings
- Multi-Element Creative Formats Work: Using a series of GIF creatives allowed the campaign to communicate layered messages while maintaining interest
- Consistency Matters: Repeated exposure over time led to stronger cumulative visibility and higher interaction metrics
- Regional Engagement Variability Offers Direction: Localized insights can help tailor future outreach more strategically
- Digital Can Complement Clinical Outreach: Well-executed digital education enhances traditional channels by offering measurable, data-driven interaction points
Conclusion
This campaign demonstrates how a multi-channel digital engagement strategy can significantly improve awareness and interaction among specialist healthcare professionals. By combining creative educational content with targeted delivery and analytics tracking, the initiative not only exceeded its engagement goals but also provided actionable learnings for future campaigns.
Such a structured approach to digital outreach reinforces the value of integrating creative formats, data insights, and consistent follow-ups when communicating clinical information to busy specialists.
