Pharma To Date
Pharma Marketing
Innovative Multi-Channel Strategies for Raising Awareness on Lysosomal Enzyme Deficiency
Introduction
Raising awareness about rare diseases like Hunter syndrome requires a strategic and well-executed marketing approach. Hunter syndrome, a progressive metabolic disorder caused by a deficiency of the lysosomal enzyme iduronate-2-sulfatase, can lead to severe complications if not diagnosed early. Given the importance of early intervention and Enzyme Replacement Therapy (ERT), a multi-channel campaign was implemented to educate healthcare professionals (HCPs), including pediatricians, ENT specialists, and geneticists, across India.
Objective
The campaign was designed to achieve the following goals:
- Drive 20,000+ engagements on the platform’s website.
- Generate 200+ leads from HCPs, with a sustained monthly target of 25+ leads after the first month.
- Host two webinars, aiming for 1,200+ registrations (600 per session) and 3,000+ post-webinar views.
- Reach a total of 410,000+ impressions across all digital channels by the end of the campaign.
Strategy
To maximize outreach and engagement, an omnichannel approach was adopted, utilizing:
- Programmatic Advertising: Targeted display ads in multiple formats (banners, scrollers, stories) for better visibility.
- Email & SMS Marketing: Personalized messages tailored for HCPs to encourage participation.
- Webinars: Live expert-led sessions with pre-event promotions and post-event marketing for continued engagement.
- Tele-Marketing Support: Direct outreach to reinforce key messages and boost conversion rates.
- Industry Collaboration: Partnership with the Indian Society of Inborn Errors of Metabolism to extend campaign visibility.
Results & Key Outcomes
The campaign successfully delivered significant impact, as shown in the chart below:
Metric | Outcome |
Total HCPs Reached | 23,371 |
Total Impressions | 24,562 |
Total Engagements | 1,333 |
Click-Through Rate (CTR) | 5% |
Pre-event Reach | 46,013 |
Pre-event Impressions | 46,052 |
Pre-event Clicks | 1,676 |
Conclusion
This campaign demonstrated the effectiveness of an integrated, data-driven marketing approach in healthcare awareness. By leveraging multiple digital platforms and a targeted outreach strategy, the campaign successfully engaged a wide network of HCPs, encouraging education and action around Hunter syndrome. The strong engagement metrics, particularly the high CTR and webinar participation, reinforce the value of multi-channel marketing in healthcare education and rare disease awareness.
This approach can serve as a model for future campaigns aiming to educate HCPs and promote early diagnosis and treatment for rare diseases.
