Background
A rare autosomal dominant condition affects around 1 in 50,000 people globally, with an estimated 30,000 patients in the country. It causes unpredictable swelling attacks that can be life-threatening. Low disease awareness and limited diagnostic facilities contribute to frequent underdiagnosis, while available treatments often carry side effects.
Objectives
The campaign aimed to:
- Create awareness among pediatricians, dermatologists, rheumatologists, and emergency physicians.
- Generate 463K+ impressions and 23K+ engagements.
- Acquire 200 qualified leads.
- Conduct two educational webinars with 600+ registrations each and 3,000 total views.
Strategy
An omnichannel digital approach was used:
- Web ads, stories, and scrollers to drive visibility.
- Emails and SMS for outreach and webinar invitations.
- Tele-calling to engage interested leads.
- Webinars for in-depth disease education.
Results
Within two months:
- 15,178 HCPs reached and 18,128 impressions recorded.
- 1,302 interactions achieved with a CTR of 7%.
Insights
- Combining digital and direct channels increased reach and engagement.
- Webinars built credibility and improved understanding among specialists.
- Clear performance targets allowed for continuous optimization.