Pharma To Date

This case study explores a marketing campaign launched to raise awareness and drive engagement for a specific anti-migraine medication targeting healthcare professionals (HCPs) across India. The campaign employed an omnichannel approach, leveraging a wide range of digital platforms to inform doctors about the medication’s benefits for treating migraines and severe headaches. The campaign aimed to reach 100,000 doctors—including general physicians, consulting physicians, and ophthalmologists—by utilizing strategic placements across various media channels, such as banners, emails, and tele-calling services, as part of a coordinated outreach through a specialized digital healthcare platform.

Campaign Objectives

The primary goal of the campaign was to increase awareness and encourage HCPs to consider prescribing the medication for migraine relief. By promoting consistent, weekly content through different channels, the campaign also aimed to gauge the medication’s perception among doctors and assess the effectiveness of the multi-platform strategy in improving engagement and interest in the product.

Methodology

The campaign, running from July 2024 to October 2024, implemented a range of digital marketing tactics that maximized visibility and engagement:

1. Platform Selection: The marketing efforts were centered on a digital healthcare platform that connects with approximately 800,000 registered doctors in India. This platform allowed for targeted outreach to the desired physician groups.
2. Content Strategy: Content was delivered weekly across digital touchpoints, including banners, scrolling ads, and email newsletters. This ensured consistent visibility and retention, increasing the likelihood of brand recall and prescription consideration.
3. Surveys: Pre- and post-campaign surveys were conducted to capture changes in awareness, prescribing patterns, and brand perception. These surveys served as vital tools for evaluating the campaign’s impact.
4. Channel Diversification: To reach a diverse group of physicians, the campaign used an array of channels, including in-app advertising, website displays, SMS, and direct tele-calling services. This approach ensured that information about the medication was accessible across various digital landscapes.

Key Metrics and Performance

The campaign achieved significant milestones, with a reach of 100,000 doctors and 913,034 total impressions. Of this reach, there were 93,056 clicks, resulting in a high click-through rate (CTR) of around 10%. The breakdown of targeted audiences was as follows: 50,000 general physicians, 40,000 consulting physicians, and 10,000 ophthalmologists. Key geographic regions with strong engagement included Andhra Pradesh, Uttar Pradesh, and West Bengal, collectively accounting for 42% of all impressions. The choice of an omnichannel marketing strategy was essential in ensuring high engagement rates and improving awareness in these target regions.

Survey Insights

The pre-campaign survey conducted in July 2024 showed that 60% of the targeted doctors were already considering prescribing the medication for migraine management. By October 2024, the post-campaign survey recorded an increase, with 62.5% of doctors indicating their willingness to prescribe the product. This shift demonstrates the campaign’s success in slightly improving physician interest and intention to prescribe the medication.

Regional Effectiveness

The campaign’s regional focus highlighted certain states as more responsive to the campaign’s messages. In particular, Andhra Pradesh, Uttar Pradesh, and West Bengal emerged as key areas where the campaign saw the highest levels of impressions and engagement. This insight suggests that future marketing strategies might benefit from a more tailored approach, emphasizing targeted messaging and channel use in high-performing regions.

Conclusion and Future Implications

The campaign successfully enhanced brand visibility and engagement among healthcare professionals across India. By achieving the target reach and surpassing initial expectations for impressions and engagement, it effectively positioned the anti-migraine medication as a credible option for migraine treatment. Additionally, the campaign’s use of pre- and post-surveys yielded valuable data on prescribing habits and physician perceptions, which can inform future campaigns. This data-driven approach not only raised awareness but also provided actionable insights into the regional and channel-specific effectiveness of the campaign.

In conclusion, this marketing initiative highlights the importance of a diversified and consistent digital outreach strategy for healthcare products, particularly within a professional audience. The campaign’s impact underscores the potential of omnichannel marketing to build awareness, shift prescribing behaviours, and enhance brand credibility, ultimately supporting the improved management of migraines among patients in India.