Objective
Promote a combined antihistamine + montelukast therapy among General Physicians, Consulting Physicians, Pulmonologists, and ENT specialists; build awareness + preference over competing therapies via omnichannel HCP outreach.
Campaign Framework & Approach
| Component | What Was Done |
|---|---|
| Target Audience | General Physicians, Consulting Physicians, Pulmonologists, ENT specialists |
| Channels Used | App, Web Portal, Email, SMS, Tele-calling, Microsites / Landing Pages for information & surveys |
| Engagement Strategy | Multi-touch: banners, scrollers, stories, emails; pre- and post-surveys; follow-up via tele-calls; consistent monthly contact (1–2×/month) |
| Measurement Focus (KPIs) | Reach, Impressions, Clicks, Click-through-rate (CTR), Lead generation, Change in therapy-preference metrics |
Key Metrics & Outcomes
| Metric / Outcome | Value / Observation |
|---|---|
| Total Unique HCP Reach | 166,606 professionals |
| Total Impressions Delivered | 2,884,308 |
| Total Clicks / Interactions | 462,546 |
| Click-Through Rate (CTR) | 16% — indicative of high engagement |
| Qualified Leads Generated | 105 leads (during FY 2023, Feb–Mar) |
| Therapy Preference Change | ~3.8% increase (matched), ~1.7% (unmatched) — indicating growing preference for the promoted therapy |
| Reported Usage Shift (Allergy Rx + Montelukast) | +17.6% in matched group; +1.4% in unmatched — showing impact on prescribing / preference trends |
Key Insights
- Multichannel digital + tele-calling outreach can deliver high engagement rates (CTR 16%) even among busy HCP audiences.
- Combining educational/informational content with lead-generation tools (surveys, landing pages) facilitates qualified lead capture.
- Regular, repeated contact (1–2 times/month) appears to reinforce message recall and influence physician behaviour (preference/usage shift).
- Even a relatively modest number of qualified leads (105) can correspond with measurable shifts in therapy preference / prescribing trends — showing that quality matters more than volume.
- Data-driven measurement (reach → impressions → clicks → leads → preference shift) helps clearly demonstrate campaign impact across funnel stages.
Conclusion
The campaign demonstrates that a strategically executed omnichannel outreach — blending digital (app, web portal, emails, SMS), tele-calling, and targeted educational content — can effectively engage a large and diverse HCP audience. With over 166,600 unique HCPs reached, 2.88 million impressions, and a 16 % CTR, the campaign achieved strong visibility and high engagement. Importantly, the outcome showed tangible behavioural impact: therapy-preference and usage among physicians shifted positively, reflecting real-world influence beyond mere awareness. This case shows that combining informative content, repeated touchpoints, and a streamlined lead-to-preference funnel can meaningfully influence prescribing patterns — making omnichannel outreach a powerful tool for therapy adoption in clinical practice.