Pharma To Date

Iron deficiency and low blood iron levels pose significant challenges, including fatigue, pregnancy complications, and cardiovascular issues. To combat these problems, a pharmaceutical product was developed to address these deficiencies effectively. The key goal was to spread awareness among gynecologists, who play a pivotal role in managing maternal and reproductive health.

To achieve this, a video marketing campaign was planned on a specialized medical learning platform, targeting gynecologists and aiming to create widespread awareness about the product's benefits.

The objective of the campaign was to reach 42,857 gynecologists, achieve at least 15,000 video views with a minimum of 7 seconds of watch time, and surpass 214,285 impressions. Additionally, the campaign aimed to drive engagement and clicks, maintaining a high click-through rate (CTR).

The overarching challenge was ensuring the campaign resonated with busy healthcare professionals and stood out in a saturated digital environment.

To meet these objectives, an omnichannel marketing strategy was executed over five weeks, from September to October. The strategy employed the following actions:

1. Diverse Digital Channels:
   • Banner ads, in-app promotions, email campaigns, SMS, and WhatsApp were used to engage gynecologists across multiple touchpoints.
2. Content Optimization:
   • The campaign message was tailored to highlight the product’s benefits, specifically its ability to combat iron deficiency and improve patient outcomes.
3. Data-Driven Refinements:
   • Analytics tracked impressions, clicks, and engagement throughout the campaign, enabling ongoing optimizations to ensure maximum impact.
4. Platform Utilization:
   • The campaign leveraged a trusted medical learning platform, ensuring credibility and ease of access for healthcare professionals.

The campaign achieved remarkable success, surpassing its targets:

• Reach and Impressions: 42,857 gynecologists were reached, with a total of 219,364 impressions, exceeding the goal of 214,285.
• Engagement: 22,484 clicks were recorded, surpassing the goal of 21,429, and achieving a strong 10% CTR, reflecting high engagement and relevance.
• Awareness: The video content garnered significant attention, meeting its viewership target and establishing the product as a reliable solution for iron deficiency management.

This campaign highlighted the effectiveness of a well-structured omnichannel strategy and the power of engaging, data-driven content. Its success not only demonstrated the potential for digital outreach in healthcare but also paved the way for future campaigns to build deeper connections and foster brand loyalty among healthcare professionals.