Understanding the Urgency of AMR
Antimicrobial Resistance (AMR) poses a growing global threat to public health. It refers to the ability of microorganisms—such as bacteria, viruses, fungi, and parasites—to withstand medications intended to eliminate them. As AMR rises, treating infections becomes more difficult, resulting in prolonged illness, escalating healthcare costs, and increased mortality.
In response to this critical issue, a targeted digital campaign was conducted from July to September 2024, aiming to amplify awareness of AMR among healthcare professionals across India.
Campaign Objective
The initiative sought to:
✅ Drive brand awareness among key healthcare specialists
✅ Improve brand recall and perception
✅ Foster meaningful engagement through educational content
Targeted specialists included:
- Critical Care Specialists
- Microbiologists
- Nephrologists
- Urologists
- Pulmonologists
- Infectious Disease Experts
- Surgeons
Methodology: A Strategic Omni-Channel Approach
A comprehensive strategy was deployed to engage healthcare professionals through multiple digital touchpoints:
- Educational Video Content: Two expert-led videos were shared weekly, delivering fresh insights on AMR management.
- Platform Utilization: Content was distributed across:
- Mobile App
- Website
- SMS
- Focused WhatsApp Marketing: Personalized outreach and follow-ups enhanced visibility and engagement.
Performance was measured through both quantitative metrics (reach, impressions, engagement) and qualitative KPIs (brand recall, awareness, and perception).
Results at a Glance
| Metric | Outcome |
|---|---|
| Reach | 85,411 HCPs |
| Impressions | 384,551 |
| Clicks / Interactions | 31,629 |
| Click-Through Rate (CTR) | 8% |
| WhatsApp Open Rate | 51% |
Specialist Engagement Breakdown:
- Critical Care Specialists: 9,122
- Microbiologists: 2,032
- Nephrologists: 2,114
- Urologists: 2,168
- Pulmonologists: 4,933
- Infectious Disease Experts: 42
- Surgeons: 65,000
Conclusion: Setting a Benchmark in AMR Awareness
This campaign demonstrated the power of strategic content and channel synergy in driving awareness around a critical healthcare issue.
✅ The 8% CTR showcased strong content relevance and engagement.
✅ The 51% WhatsApp open rate highlighted the value of personalized mobile outreach.
✅ Continuous educational updates reinforced brand recall and strengthened relationships with healthcare professionals.
By leveraging an omni-channel approach with tailored content, the campaign built meaningful connections across the medical community—creating a scalable blueprint for future healthcare awareness initiatives.
