Pharma To Date

The World Kidney Day 2024 campaign aimed to raise awareness among healthcare professionals about the prevalence of chronic kidney disease (CKD) and its strong correlation with diabetes, highlighting that 1 in 3 adults with diabetes is at risk of CKD. Targeting doctors, particularly nephrologists and cardiologists, the campaign emphasized the importance of early screening and prevention strategies to improve patient outcomes. Leveraging a prominent digital medical platform, the initiative utilized multiple touchpoints, including banners, videos, and infographics, to deliver the message: “While You Focus on Managing Diabetes, the Threat of CKD May Go Unnoticed.” This focused approach sought to encourage doctors to prioritize CKD awareness and proactive management in their clinical practices.

Execution Strategy

The campaign ran from March 14 to March 20, 2024, leveraging the medical platform's extensive reach across the healthcare community. Multiple digital touchpoints, including the app, website, email, and SMS, were used to disseminate the campaign's core message: “While You Focus on Managing Diabetes, the Threat of CKD May Go Unnoticed.” Content was tailored to the professional audience through:

• Banners: Eye-catching visuals to capture attention.
• Videos: Brief, engaging content to explain CKD risks and screening protocols.
• Infographics: Data-driven insights for quick consumption by busy medical professionals.

The approach ensured sustained engagement, creating awareness about CKD's significance and encouraging actionable steps among doctors.

Campaign Analytics and Performance

The World Kidney Day 2024 campaign achieved notable success in its efforts to raise awareness about chronic kidney disease (CKD) among healthcare professionals. With a focus on educating doctors about the risks of CKD in diabetic patients, the campaign utilized a prominent medical platform to reach 9,120 doctors across India. Through diverse digital touchpoints such as banners, videos, and infographics, it garnered 72,016 impressions and 1,946 clicks, resulting in a click-through rate (CTR) of 3%, surpassing the industry average for similar educational initiatives.

Geographically, Madhya Pradesh and West Bengal emerged as key contributors, accounting for 64% of total views, showcasing the potential for region-specific strategies. The campaign effectively heightened awareness among its target audience, driving engagement and encouraging actionable steps for CKD prevention. The strong interaction rates and state-wise success emphasized the efficacy of tailored messaging, highlighting the campaign's role in advancing early screening and proactive management of CKD among diabetic patients.

Conclusions

The World Kidney Day 2024 campaign successfully raised awareness about the critical link between chronic kidney disease (CKD) and diabetes among healthcare professionals. By leveraging a targeted digital platform and employing diverse content formats, the initiative effectively engaged its audience, achieving a high click-through rate and strong geographical performance. The campaign’s success underscores the value of focused, data-driven strategies in delivering impactful educational content. Future campaigns can build on this approach by enhancing regional customizations, expanding reach, and incorporating real-time feedback to further improve healthcare outcomes.