Pharma To Date

Introduction

In today's cutthroat pharmaceutical marketing scene, getting quality leads from healthcare professionals (HCPs) remains a tough task. A top medical tech firm that makes advanced diagnostic and surgical gear kicked off a three-month brand push (July–September 2024) to connect with urologists, nephrologists, and gynecologists across India.

This campaign broke from the usual sales-heavy tactics. Instead, it centered on teaching to spark interest using multiple channels to build connections before turning contacts into leads. The outcome? 52 confirmed high-intent leads—doctors who wanted to see product demos. Let's break down their plan how they carried it out, and what they achieved.

Objectives

The campaign had three primary goals:

• Increase brand awareness among specialists in urology, nephrology, and gynecology.
• Generate high-quality leads—HCPs actively considering equipment purchases.
• Drive engagement through educational content rather than direct sales pitches.

Strategy: Omnichannel Engagement for Maximum Impact

1. Survey-Driven Insights (July 2024): Before kicking off the campaign, the team ran a survey to get a handle on:

• Main struggles HCPs face when adopting new gear.
• Channels they like best for communication (email, WhatsApp, SMS).
• Types of content they prefer (case studies whitepapers, webinars).

Result: The survey showed that 70% of HCPs liked WhatsApp and email for follow-ups, which helped shape how the campaign reached out to people.

2. Special Microsite to Capture Leads: The team built a microsite that worked well on mobile, with features like:

• Product demos (videos showing how things work).
• Case studies (examples from real life).
• Forms to capture leads (for people wanting demos).

3. Multi-Channel Digital Outreach (August–September 2024)

The campaign used a mix of:

Key Outcomes: High Engagement & Quality Leads

1. Huge Audience & Views

• 62,769 different HCPs saw the content.

• 392,203 total views (showing people came back for more).

2. Outstanding Click Rate

• Over 34,000 clicks with a 9% click rate—triple the industry average.

• Shows the content hit the mark and reached the right people.

3. 52 Confirmed Serious Buyers After phone checks:

3. 52 Confirmed Click Rate

• All leads were real (doctors looking to upgrade their clinics).
• 78% wanted to see it in action within 2 weeks.

Conclusion: Why This Pharma Marketing Approach Worked?

This campaign hit the mark because it put education front and center instead of pushing for hard sales.

Here’s how it worked:

• Utilizing survey insights to craft personalized messaging.
• Employing a variety of digital channels to reach as many people as possible.
• Concentrating on nurturing high-intent leads through tele-verification.

What did it achieve?

A 9% click-through rate and 52 leads ready to buy-showing that pharma marketing can thrive without resorting to aggressive sales tactics.