Pharma To Date

The case study focuses on raising awareness about Hereditary Angioedema (HAE), a rare and life-threatening genetic condition. Affecting approximately 1 in 50,000 people globally, with over 30,000 cases in India, HAE often goes unrecognized due to limited awareness and diagnostic capabilities. The syndrome manifests through spontaneous, recurrent swelling episodes that can occur in various body parts, such as the skin, throat, and gastrointestinal tract. Conventional treatments, like androgens, come with significant side effects, whereas newer therapeutic approaches offer safer, more effective management options.

Methodology

The campaign aimed to engage healthcare professionals, including paediatricians, emergency physicians, dermatologists, and rheumatologists across India, by driving 23,185 interactions on an educational platform. It set a goal to generate 200 leads, starting with 25 monthly leads from the second month.

To enhance education and engagement, two webinars were planned, targeting 1,200 registrations and 3,000 total views. The outreach also sought to achieve 463,698 impressions.

An omnichannel approach leveraged diverse digital platforms—apps, websites, emails, SMS, webinars, and tele-calling—along with ads in various formats, ensuring broad visibility among the target audience.

Result
The campaign delivered notable results between March and April 2024, effectively reaching 15,178 healthcare professionals across different platforms. It generated 18,128 impressions, indicating substantial visibility within the medical community. The content proved to be engaging, as evidenced by 1,302 recorded interactions, highlighting the material's relevance and ability to encourage meaningful engagement.

Furthermore, the campaign achieved a commendable click-through rate (CTR) of 7%, reflecting the strategy's success in driving interest and action from the targeted audience. These results underscored the effectiveness of the multi-channel approach in raising awareness and engaging healthcare professionals. The combination of digital platforms and personalized outreach methods contributed to achieving the campaign's objectives, laying a strong foundation for future initiatives.

Conclusion

The strategic and multi-dimensional campaign greatly increased awareness of HAE among healthcare professionals. It successfully educated them on the complexities of the disease and available management strategies, fostering proactive participation in diagnosing and treating this rare condition, ultimately leading to better patient outcomes.

The medical learning initiative proved effective in raising awareness and engaging healthcare professionals about the hereditary disorder, showcasing the power of a well-executed, omnichannel approach. The outcomes from March and April 2024 highlight a successful outreach effort that not only achieved its targets for impressions and interactions but also established a strong foundation for future education and awareness initiatives.