Overview
A leading healthcare company initiated a multi-year outreach program designed to strengthen awareness and recall of its vaccine portfolio. The program focused on engaging healthcare professionals (HCPs) across specialties such as pediatrics, general medicine, and pulmonology. Running from FY 2021 to April 2024, the initiative adopted a multi-channel digital strategy to boost knowledge sharing, engagement, and vaccine order facilitation.
Objectives
- Enhance awareness and recall of vaccines among targeted HCP segments.
- Engage healthcare professionals through multiple digital and offline touchpoints.
- Simplify vaccine ordering by integrating with authorized distributors.
- Deliver end-to-end support from awareness creation to order fulfillment.
Methodology
The campaign leveraged an omnichannel marketing approach:
- Digital Platforms: Engagement through a dedicated healthcare learning app and web portal.
- Direct Communication: Outreach via email, SMS, WhatsApp, and telecalling.
- Knowledge Microsite: A dedicated page containing vaccine-related resources and order facilitation features.
- Support Mechanisms:
- Tele-calling for order assistance.
- Pop-ups and reminders for incomplete orders.
- Distributor coordination for smooth order fulfillment.
- Feedback and repeat engagement cycles.
Results (FY 2021 – FY 2024)
- Reach: 162,198 unique HCPs.
- Impressions: 12,152,586 across all channels.
- Engagement: 1,157,631 clicks (10% CTR).
- Order Funnel Performance:
- 18,458 products added to cart.
- 1,704 orders placed (9% conversion from cart to order).
- 239 successful deliveries (14% conversion from order to delivery).
Key Highlights
- Each HCP engaged 1–2 times per month on average.
- End-to-end analytics tracked customer journeys from awareness to delivery.
- Robust follow-up system ensured continuity in engagement and improved retention.
Impact
The outreach program demonstrated how structured digital engagement combined with consistent follow-ups can significantly improve awareness and order facilitation among healthcare professionals. While the final conversion to delivery was modest, the campaign succeeded in building visibility, generating strong engagement, and creating a scalable model for future healthcare outreach initiatives.
