Pharma To Date

Introduction:

In Eastern India, healthcare professionals (HCPs) face a constant influx of information, making it challenging for pharmaceutical brands to stand out. Pharma To Date aimed to address this by launching a campaign to increase awareness and recall of a widely used beta-blocker, a cardiovascular drug prescribed for hypertension, angina pectoris, myocardial infarction, functional heart disorders, and migraine prevention. The campaign targeted General Physicians, Consulting Physicians, and Cardiologists across six states—West Bengal, Bihar, Assam, Odisha, Jharkhand, and the North Eastern regions.

Cutting Through the Noise in Eastern India’s Healthcare Landscape

The healthcare landscape in Eastern India is diverse, with varying levels of access to digital resources and a high volume of competing information. For Pharma To Date, the challenge was creating a campaign that reached HCPs and resonated with their specific needs and clinical practices. The goal was to ensure that the beta blocker’s benefits were communicated and remembered amidst the clutter.

Enhancing Drug Awareness and Driving Qualified Leads

The primary objective of the campaign was twofold: to enhance the drug’s profile among HCPs and to generate qualified leads. The campaign aimed to engage 39,296 General Physicians, 11,241 Consulting Physicians, and 607 Cardiologists, ensuring that the messaging was tailored to each specialty. By focusing on these targets, Pharma To Date sought to prioritize resources effectively and drive meaningful engagement.

A Multi-Channel, Data-Driven Approach to HCP Engagement

To achieve its goals, Pharma To Date adopted a comprehensive, multi-channel strategy that combined digital and offline tactics. The campaign was designed to maximize visibility, engagement, and lead generation through the following methods:

• Targeted Messaging: Tailoring Content for Relevance

Specific content and messaging were crafted to appeal to General Physicians, Consulting Physicians, and Cardiologists. This ensured that the information provided was relevant to their clinical interests and daily practices, increasing the likelihood of engagement.

• Multi-Channel Engagement: Maximizing Reach and Impact

The campaign leveraged a medical learning platform, emails, webinars, and direct outreach to disseminate information. A dedicated microsite was also developed to centralize campaign details and enhance user engagement.

• Omni-Channel Marketing: Creating Multiple Touchpoints

Text messages, emails, a mobile app, and a website were used to create multiple touchpoints, ensuring that the campaign’s messaging was reinforced across various platforms.

• Doctor Presentations: Delivering In-Depth Insights

A specialized marketing page was created to provide doctors with detailed information about the drug’s benefits. This tailored approach ensured that HCPs received clear, focused narratives about the product.

• Analytics-Driven Optimization: Refining Strategies in Real-Time

Real-time tracking of engagement metrics allowed the team to continuously refine and optimize the campaign. This data-driven approach ensured that the strategies remained effective and impactful throughout the campaign’s duration.

The Results:

Exceeding Expectations in Reach, Engagement, and Lead Generation

The campaign achieved remarkable results over six months (November 2022 to May 2023):

• Reach: 71,699 HCPs were successfully engaged.
• Impressions: The campaign garnered 983,394 impressions, significantly boosting visibility.
• Engagement: 55,731 interactions were recorded, demonstrating the content’s relevance and effectiveness.
• Click-Through Rate (CTR): A 6% CTR highlighted the campaign’s ability to convert impressions into actionable engagement.
• Lead Generation: The campaign surpassed its initial target of 600 leads, generating 907 direct leads and 218 webinar leads, totaling 1,119 qualified leads.

A well-organized tele-calling initiative further supported lead acquisition, ensuring consistent and clear communication with interested HCPs.

Conclusion:

A Blueprint for Modern Pharma Marketing Success

Pharma To Date’s campaign redefined HCP engagement in Eastern India by blending digital innovation with personalized outreach. By focusing on tailored messaging, data-driven optimization, and a robust multi-channel strategy, the campaign not only exceeded its lead generation goals but also fostered deeper connections with the medical community. This case study underscores the importance of moving beyond traditional marketing to create meaningful, lasting engagement with healthcare professionals.

For physicians seeking to stay updated on the latest advancements in cardiovascular care, Pharma To Date’s approach offers a blueprint for effective communication and collaboration in the ever-evolving medical landscape.