Pharma To Date

A prominent pharmaceutical company launched a comprehensive campaign to raise awareness about shingles and post-herpetic neuralgia (PHN) prevention among healthcare professionals (HCPs) across India. The campaign focused on educating HCPs about the seriousness of shingles and the availability of a vaccine designed for individuals aged 50 and older, as well as adults 18 and above who are at higher risk of developing herpes zoster (HZ). By employing a targeted omnichannel marketing strategy, the campaign sought to increase awareness, generate leads, and ultimately drive the uptake of vaccination recommendations among physicians and their patients.

Objective
The primary goal was to engage HCPs from multiple specialties, including rheumatologists, haematologists, dermatologists, general practitioners, diabetologists, and endocrinologists, and provide them with critical information about the prevention of shingles through vaccination. The campaign also aimed to improve brand recall and reinforce the effectiveness of the vaccine in preventing both HZ and PHN.

Strategy and Approach
The pharmaceutical company adopted an omnichannel marketing approach, leveraging multiple platforms to ensure a broad and effective reach. These platforms included:

• Medical Learning Platform for Doctors: The campaign was executed through various channels on the medical platform, such as a dedicated website, mobile app, email, SMS, WhatsApp, and telecalls, to engage HCPs.
• Pre-Survey for Brand Recall: Before the full-scale campaign, a pre-survey was conducted to measure the existing awareness and brand recall among HCPs. This allowed the campaign to tailor its messaging to meet the specific needs and awareness levels of the target audience.
• Lead Generation Process:
  • A custom landing page was created to provide detailed information about the disease and vaccine, with an embedded form to capture leads.
  • The leads were verified through telecalls to ensure quality, and the verified leads were passed along to the pharmaceutical company for follow-up.

Results and Metrics
The campaign was conducted from February 2023 to July 2023 and achieved notable success in terms of reach, engagement, and lead generation:

• Reach and Impressions: The campaign reached over 206,000 HCPs and generated 2.4 million impressions, indicating widespread exposure among the target audience. This penetration into the healthcare sector helped increase awareness of the vaccine’s benefits.
• Click-Through Rate (CTR): A total of 195,640 clicks were recorded over six months, representing a CTR of 8%. This high engagement rate indicates that the messaging was effective in capturing the interest of HCPs, prompting them to seek more information about the shingles vaccine.
• Lead Quality: After tele-verification, the campaign identified 707 high-quality leads. These HCPs not only participated actively but also expressed genuine interest in further exploring the vaccine’s potential benefits for their patients. The quality of the leads indicates that the campaign successfully connected with professionals who were likely to recommend vaccination in their practices.
• Survey Insights: The pre-survey revealed that 71.8% of HCPs believed in the effectiveness of the vaccine in reducing the risk of HZ among adults aged 50 and older who had contracted chickenpox during childhood. This positive perception laid a strong foundation for the campaign, enabling it to build on the existing confidence in the vaccine’s efficacy.

Conclusion
The campaign was highly effective in increasing awareness and engagement regarding the prevention of shingles and PHN among healthcare professionals. By utilizing a multifaceted marketing strategy, it successfully reached a diverse group of HCPs, engaged them with relevant information, and generated high-quality leads that could potentially influence vaccination rates. The combination of a strong omnichannel approach, effective messaging, and robust lead verification contributed to the overall success of the initiative.