Background
Continuing Medical Education (CME) plays a critical role in helping doctors stay updated with evolving clinical practices, guidelines, and innovations. However, traditional CME formats often struggle to sustain engagement due to time constraints and limited accessibility. Recognizing this challenge, a strategic CME Video Marketing Campaign was conceptualized and executed on the Hidoc Dr. platform to deliver concise, expert-led educational content to pediatric doctors across India, while simultaneously strengthening brand visibility and credibility.
Objective
The primary objectives of the campaign were:
- To build strong brand awareness among pediatric doctors across India
- To deliver high-quality, expert-led CME content in a short and engaging video format
- To drive sustained engagement through consistent content rollout
- To position the brand as a trusted partner in continuous medical education
Target Audience
- Pediatric doctors across India
- Practicing clinicians seeking updated, concise CME content
- Healthcare professionals actively using digital learning platforms for medical education
Campaign Duration
May 2025 – August 2025 (3 Months)
Strategy
The campaign followed a content-first omnichannel strategy, combining medical credibility with digital reach. Expert-led CME videos were used as the core content asset, supported by a structured weekly rollout and amplified through multiple digital touchpoints on the Hidoc Dr. ecosystem and beyond. The approach focused on consistent visibility, easy accessibility, and repeated engagement rather than one-time exposure.
Content Development
- A total of six CME videos were developed
- Each video had a duration of 2–5 minutes, optimized for mobile-first consumption
- Content was delivered by nationally recognized medical experts, including:
- Dr. Vijay Bade
- Dr. Vijay Warad
- Dr. Vishal Parmar
- Topics were clinically relevant, practical, and aligned with pediatric practice needs
- A dedicated microsite was created to provide seamless access to all CME content
Weekly Release Format
- The campaign followed a weekly release schedule
- One CME video was launched at regular intervals to maintain continuity
- This ensured sustained engagement, repeat visits, and ongoing brand recall throughout the campaign duration
Omnichannel Distribution
To maximize reach and interaction, the campaign leveraged a robust omnichannel mix:
- Hidoc Dr. Mobile App
- Hidoc Dr. Website
- Email marketing
- WhatsApp notifications
- SMS outreach
- Programmatic and roadblock advertisements
- Free placements and promotions in reputed pediatric journals
This integrated distribution ensured consistent exposure across multiple touchpoints used by doctors daily.
Execution Details
- Campaign execution was seamless across all planned channels
- Content was published and promoted according to the predefined weekly calendar
- Performance was continuously monitored to ensure alignment with KPIs
- Free journal placements further enhanced credibility and extended organic reach within the pediatric community
Results
The campaign successfully met and, in some areas, exceeded its planned performance benchmarks:
- Total Reach: 31,339 pediatric doctors
- Total Impressions: 3,94,664
- Total Clicks: 30,113
- Average CTR: 8%
These results demonstrated strong visibility, consistent engagement, and high content relevance.
Key Insights
- Short, expert-led CME videos significantly improve doctor engagement
- Weekly content release helps sustain attention and repeat interactions
- An omnichannel approach maximizes reach and reinforces brand recall
- Credible speakers and journal integrations enhance trust within the medical community
- Digital CME formats can effectively complement traditional medical education
Conclusion
The CME Video Marketing Campaign successfully achieved its objectives of driving brand awareness and meaningful engagement among pediatric doctors across India. With over 31,000 doctors reached, nearly 3.95 lakh impressions, and a steady CTR of 8%, the campaign validated the effectiveness of expert-driven CME content delivered through a structured omnichannel strategy. Beyond performance metrics, the initiative reinforced the brand’s position as a credible and trusted partner in continuous medical education, setting a strong benchmark for future digital CME campaigns.