Overview
A medical learning platform executed a nationwide awareness campaign focused on Hereditary Angioedema (HAE)—a rare autosomal dominant disorder affecting approximately 1 in 50,000 people globally and over 30,000 individuals in India. Due to limited awareness and diagnostic gaps, HAE remains significantly underrecognized, often leading to delayed treatment and life-threatening complications.
The initiative aimed to educate healthcare professionals (HCPs) across specialties by driving traffic to a dedicated HAE resource website and conducting high-impact virtual learning sessions.
Objectives
The campaign was designed with the following measurable goals:
- 23,185 website engagements on the dedicated HAE page.
- 200 qualified leads (with a monthly target of 25 from the second month onward).
- Two educational webinars, each targeting:
- 600+ pre-marketing registrations
- 1,500+ post-marketing views
- 463,698 total impressions across campaign channels.
- Reach key specialties: Pediatrics, Emergency Medicine, Dermatology, and Rheumatology.
Methodology
To maximize visibility and impact, an omnichannel outreach strategy was implemented, including:
- In-app banners, stories, and scrollers
- Website placements
- Targeted emailers
- SMS campaigns
- Webinars
- Tele-calling for lead generation
- Google Form integrations for capturing interest
This integrated approach ensured consistent visibility and repeated touchpoints for HCPs, strengthening awareness and driving traffic to the HAE platform.
Key Highlights
- HCPs engaged with campaign content 1–2 times per month, indicating steady visibility.
- In March–April 2024, the campaign reached 15,000+ HCPs.
- Achieved 18,128 impressions, reflecting strong campaign exposure.
- Generated 1,302 interactions, demonstrating high relevance among the target audience.
- Delivered an impressive 7% CTR, significantly above typical healthcare digital benchmarks.
Results (March–April 2024)
| Metric | Value |
|---|---|
| Reach | 15,178 HCPs |
| Impressions | 18,128 |
| Clicks/Interactions | 1,302 |
| CTR | 7% |
The campaign successfully enhanced the visibility of HAE educational content and encouraged meaningful engagement among clinicians. High interaction rates further reinforced the importance and impact of structured digital awareness initiatives for rare diseases.
Conclusion
The HAE awareness campaign demonstrated that a well-orchestrated, multi-channel approach can significantly elevate disease understanding among healthcare professionals. By combining digital touchpoints with educational webinars and targeted outreach, the initiative achieved strong engagement, high-quality interactions, and measurable progress toward increasing clinical awareness of a rare yet critical condition.