Pharma To Date
Pharma Marketing
Driving Engagement for a Medical Event- A Case Study on a Targeted Marketing Campaign
Introduction
A specialized medical event was held in Kochi to educate Infectious Disease (ID) Physicians, Critical Care specialists, Microbiologists, and Transplant Physicians on tackling multidrug-resistant (MDR) gram-negative infections.
The session, titled "The Race Against MDR Gram-Negative Infections: Winning with Early and Smart Antibiotic Choices," was led by a seasoned expert in infectious diseases. It focused on helping medical professionals make informed, timely antibiotic choices to combat MDR infections more effectively.
To ensure that the right audience was informed and encouraged to attend, a strategic digital marketing campaign was implemented. The goal was to maximize awareness and participation using a mix of targeted digital outreach methods.
Objectives
The core aim of the campaign was to engage and attract the most relevant specialists for the event, ensuring strong participation and interaction.
Key Objectives
- Increase Awareness – Inform specialists about the event through focused digital outreach.
- Boost Attendance – Drive registrations and event participation using effective engagement strategies.
- Utilize Multiple Digital Channels – Implement a mix of email, SMS, and digital ads to reach the audience effectively.
- Enhance Engagement – Use eye-catching visuals, well-timed reminders, and performance tracking to refine messaging.
Strategy
The campaign ran for three days, from March 5th to March 7th, 2025, using a well-planned multi-channel approach to engage specialists and ensure high attendance.
Marketing Approach & Execution
Marketing Channel | Implementation Strategy |
Banner Ads | Displayed on a medical platform to ensure visibility among specialists. |
Email Outreach | Two rounds of email campaigns featuring compelling visuals and key event details. |
SMS Reminders | Sent twice to reinforce event recall and encourage participation. |
Performance Tracking | Engagement metrics like email open rates, click-through rates (CTR), and event sign-ups were monitored for optimization. |
By combining different digital touchpoints, the campaign ensured that specialists received timely reminders and event information, making them more likely to attend.
Results
The campaign successfully generated strong engagement and attendance for the event, meeting its key goals.
Overall Campaign Performance
Metric | Performance |
Specialists Reached | 13,350 |
Total Impressions | 45,834 |
Total Clicks | 2,134 |
Click-Through Rate (CTR) | 5% |
Email Marketing Performance
Metric | Performance |
Total Emails Sent | 22,854 |
Delivery Rate | 86% |
Email Opens | 2,514 |
Email Clicks | 914 |
Email CTR | 4% |
These numbers show high engagement levels, with specialists actively interacting with the promotional material. A 5% CTR reflects strong interest, surpassing industry benchmarks.
Conclusion
The targeted digital marketing campaign successfully attracted key specialists and ensured high event participation through a well-planned multi-channel approach. By leveraging a mix of banner ads, emails, and SMS reminders, the campaign exceeded its reach and impression goals while maintaining strong engagement metrics.
Looking ahead, future campaigns could enhance engagement further by:
- Personalizing follow-ups to maintain interest among specialists.
- Implementing post-event communication to reinforce key learnings and sustain long-term awareness.
This case study highlights how a well-executed digital strategy can drive meaningful engagement in the healthcare industry, ensuring the right professionals participate in critical discussions.
