Pharma To Date

Transthyretin Amyloid Cardiomyopathy (ATTR-CM), a progressive and life-threatening condition, often goes unnoticed as a cause of heart failure. Recent advancements in non-invasive cardiac imaging have made it easier to identify red flags, allowing for earlier diagnosis. However, raising awareness and educating healthcare professionals about this condition remained a significant challenge. A digital learning platform aimed to address this gap by engaging cardiologists and MD physicians with relevant, accessible, and impactful educational content.

Bridging Knowledge Gaps in Cardiovascular Health
The campaigns objective was to enhance awareness of ATTR-CM among healthcare professionals across India, specifically targeting 13,399 individuals, including 3,899 cardiologists and 9,500 MD physicians. The task required not only building engagement but also driving registrations to a dedicated microsite where further information on ATTR-CM could be accessed. This involved a comprehensive strategy to maximize outreach and foster meaningful connections with the target audience.

A Strategic Drive for Awareness
To achieve this, a multi-channel campaign was launched over three months (July to September). Weekly infographics were developed to serve as digital touchpoints, offering bite-sized, visually appealing educational content. The campaign utilized an omnichannel approach, leveraging email, SMS, a mobile app, and a website to ensure maximum reach. Consistent week-on-week updates maintained momentum, while strategic targeting personalized the outreach. Performance metrics, including impressions, click-through rates, and lead generation, were closely monitored to refine efforts and enhance engagement.

Transforming Awareness into Action
The campaign successfully reached its audience, achieving an impressive 111,392 impressions and generating 9,581 interactions across platforms. A strong click-through rate of 9% highlighted the relevance and effectiveness of the content. Most importantly, the initiative generated 2,517 high-quality leads, indicating significant interest and engagement among healthcare professionals. The campaign not only elevated awareness of ATTR-CM but also strengthened recall through consistent and impactful educational efforts. It demonstrated the power of strategic content marketing in fostering connections and advancing medical education.

This structured approach underscores the campaign’s success in addressing a critical healthcare challenge through targeted and innovative actions.