Background
A pharmaceutical marketing team initiated a targeted outreach program aimed at enhancing awareness, recall, and engagement for a portfolio of vaccine products among healthcare professionals (HCPs), including pediatricians, general physicians, and pulmonologists. The initiative was strategically designed to not only strengthen clinical knowledge and familiarity with vaccine offerings but also to simplify access to accurate, evidence-based vaccine information through a variety of communication channels.
Spanning from fiscal year 2021 through April 2024, the program employed a multi-channel engagement approach that combined digital platforms, mobile applications, email, SMS, messaging apps, telecalling, and dedicated microsites. This extended timeline allowed for sustained and repeated touchpoints, ensuring that HCPs could interact with content at their convenience, reinforce key messages, and gradually build confidence in the clinical utility of the vaccines. The program’s design emphasized measurable engagement, enabling the marketing team to track interactions, refine content delivery, and optimize outreach strategies to maximize impact across the targeted professional audience.
Objectives
The primary objectives of the program were:
- Increase visibility and recall of key immunization offerings among targeted HCP segments.
- Establish sustained engagement through digital and telecommunication channels.
- Support order facilitation via a consent-based portal linked with distributors.
- Drive measurable interactions with educational and promotional content.
Methodology
To achieve its goals, the campaign employed an omnichannel engagement strategy, which integrated:
- Healthcare engagement platform: Used as the central hub to reach out to HCPs.
- Digital touchpoints: Including web platforms, mobile applications, e-mail, SMS, and WhatsApp messaging.
- Telecalling support: Personalized follow-ups to encourage content exploration and address HCP questions.
- Microsite development: A dedicated online resource for vaccine information and ordering.
- Reminder systems: Pop-ups and nudges for users who did not complete actions such as order placement.
This combination of channels ensured repeated exposure and provided multiple paths for HCPs to engage with educational material and transactional elements.
Results
Over the course of the campaign:
- A total of 162,198 unique healthcare professionals were reached across all implemented channels.
- The content generated 12,152,586 impressions, indicating broad visibility within the target audience.
- There were 1,157,631 clicks on campaign assets, reflecting strong interest and interaction by HCPs.
- The overall click-through rate (CTR) stood at 10%, suggesting highly relevant messaging and effective channel delivery.
Additional conversion metrics showed:
- An add-to-cart rate of 9% among those engaging with order features.
- A final order placement to delivery conversion of 14%, demonstrating tangible movement through the engagement funnel toward action.
Key Takeaways
- Omnichannel coordination across digital, telephonic, and web platforms significantly boosted engagement with HCPs.
- Repeated touchpoints and personalized follow-ups enhanced visibility and action on educational content.
- Analytics tracking enabled the team to understand interaction patterns (views, clicks, conversions), helping refine messaging and timing of outreach.
Conclusion
This outreach initiative demonstrates how a well-integrated, multi-channel digital engagement campaign can successfully elevate awareness and interaction with vaccines among healthcare professionals. By leveraging a mix of technologies and communication methods, the program achieved high levels of visibility, meaningful engagement, and measurable progress along the clinician decision journey — without directly referencing specific brand names in materials distributed to HCPs.