Background
Antimicrobial Resistance (AMR) has emerged as one of the most pressing public health challenges globally.
For healthcare professionals, staying updated on evolving resistance patterns and responsible antibiotic use is essential for improving patient outcomes and preserving treatment efficacy.
To address this need, a digital education campaign was launched to support physicians with timely, evidence-based knowledge on antimicrobial stewardship.
Campaign Objective
The primary objective of the campaign was to:
- Educate doctors on the clinical impact of antimicrobial resistance
- Encourage rational antibiotic prescribing through updated guidelines
- Drive meaningful engagement using non-promotional, knowledge-driven content
The campaign focused purely on awareness and learning, positioning the platform as a trusted educational partner.
Campaign Details
- Campaign Period: January 10, 2025 – February 5, 2025
- Target Audience: General Physicians, Internal Medicine Specialists, Intensivists
- Geographic Coverage: Pan India
Content Strategy
The campaign featured three expert-curated articles addressing key AMR concerns faced in day-to-day clinical practice:
- Understanding Antimicrobial Resistance: A Growing Clinical Threat
- Principles of Antibiotic Stewardship in Hospital Settings
- Optimizing Antibiotic Use in Common Infectious Conditions
Each article was designed to be concise, clinically relevant, and easy to consume, with a focus on real-world application.
Distribution Channels
To maximize reach and frequency, the content was disseminated through an integrated omnichannel approach:
- Hidoc Mobile App
- Hidoc Website
- Targeted Email Campaigns
- SMS Notifications
- WhatsApp Messaging
This ensured repeated visibility across platforms commonly used by doctors.
Performance Snapshot
| Metric | Result |
|---|---|
| Campaign Duration | Jan 10 – Feb 5, 2025 |
| Total Doctors Reached | 10,486 |
| Total Impressions | 31,902 |
| Total Clicks | 1,024 |
| Average CTR | 3.2% |
| Best Performing Article | Antibiotic Stewardship in Hospital Settings (392 clicks) |
| Top Engaged Regions | Karnataka (15%), Maharashtra (12%), Delhi NCR (7%) |
Outcomes & Observations
The campaign successfully reached over 10,000 healthcare professionals and generated strong engagement across channels.
The article focused on hospital-based antibiotic stewardship received the highest traction, indicating strong interest in practical, protocol-driven guidance.
A CTR of over 3% highlighted sustained attention from a highly specialized audience.
Urban and high-clinical-load regions showed higher interaction, reflecting increased relevance in these settings.
Key Takeaways
- Education-first messaging resonates: Clinicians engage more with content that supports decision-making rather than brand promotion.
- Stewardship-focused topics perform well: Practical guidance tied to hospital workflows attracts higher clicks.
- Multichannel presence strengthens recall: Consistent messaging across app, email, and WhatsApp improved engagement.
- Data-driven insights matter: Regional and specialty-level trends can guide future campaign planning.
Strategic Recommendations
- Expand AMR-related content into short videos and visual summaries
- Introduce downloadable clinical checklists and treatment algorithms
- Use specialty-wise segmentation to deliver more personalized content
- Incorporate webinar-based discussions with infectious disease experts
Conclusion
This AMR awareness campaign demonstrated the effectiveness of educational digital outreach in engaging healthcare professionals at scale.
By delivering credible, clinically relevant information through multiple touchpoints, the campaign strengthened trust, encouraged learning, and reinforced the role of digital platforms in continuous medical education.
Educational initiatives like these play a critical role in shaping informed clinical practices and supporting better patient care.