Pharma To Date

Managing gram-negative infections in critical care settings poses a significant challenge for healthcare professionals, requiring timely diagnosis and effective treatment. To address this, a survey campaign was launched across the nation, targeting intensivists. The goal was to understand perceptions, preferences, and trends regarding antibiotic therapy and rapid diagnostic tools, enabling better clinical decision-making and patient outcomes.

Task : Setting Clear Campaign Objectives

The campaign aimed to engage a large pool of over 9,000 healthcare professionals and gather actionable insights. Specifically, it sought to:

1. Increase awareness and usage of advanced diagnostic tools.
2. Evaluate preferences for treatment strategies, particularly for managing multidrug-resistant infections.
3. Drive significant participation in the survey to generate robust data, with a target of over 300 responses per phase.

A Multi-Phased and Targeted Approach

To achieve these objectives, the campaign implemented a multi-faceted approach:

1. Strategic Outreach: Leveraged SMS and email marketing, combined with omnichannel platforms like a medical learning app and website, to consistently engage participants on a weekly basis.
2. Targeted Audience Engagement: Focused specifically on intensivists, who play a critical role in managing ICU cases, ensuring the campaign reached the most relevant demographic.
3. Phased Execution: Conducted the survey in two phases, April to June and October to November, to track changes in perceptions and practices over time.
4. Performance Metrics: Monitored engagement through qualitative KPIs (like perception shifts) and quantitative metrics (reach, impressions, and responses).

Result : Transformational Outcomes and Success

The campaign achieved remarkable outcomes, successfully meeting its objectives:

1. High Participation: Secured 314 responses in Phase 1 and 311 responses in Phase 2, surpassing the participation target.
2. Expansive Reach: Engaged 9,122 healthcare professionals, generating over 46,000 impressions in Phase 1 and nearly 49,000 in Phase 2.
3. Positive Perception Shift: The preference for rapid diagnostic tools increased significantly, with agreement rising from 52% in Phase 1 to over 55% in Phase 2.
4. Improved Clinical Practices: Early adoption of advanced therapies for multidrug-resistant infections surged, with usage within 24 hours increasing from 42% in Phase 1 to 61% in Phase 2. Reliance on older methods declined, indicating a shift towards more effective solutions.

Reflection : A Benchmark for Transforming Clinical Practices

The campaign demonstrated the power of targeted, data-driven initiatives in transforming healthcare practices. By aligning outreach strategies with the needs of intensivists and leveraging phased execution to monitor trends, it not only enhanced awareness but also inspired actionable change in clinical settings. This effort sets a benchmark for future campaigns focused on improving medical practices and outcomes.