Pharma To Date

Introduction

The campaign was designed to establish a leading antihistamine brand as the preferred choice among healthcare professionals (HCPs) through innovative omnichannel engagement. By leveraging data-driven insights and multi-platform outreach, the initiative aimed to drive physician adoption and improve patient outcomes in allergy treatment.

Objectives

Primary Goals

• Position the brand as the top innovator in antihistamine (AH) and combination therapy.
• Enhance physician preference for the brand over competitors.
• Measure engagement as the key performance indicator (KPI).

Target Audience

Segment	Specialities Targeted
Matched Brand	General Physicians, Consulting Physicians, Pulmonologists
Unmatched Brand	General Physicians, Consulting Physicians, Pulmonologists, ENT Specialists

 

Methodology

Omnichannel Strategy

The campaign utilized a hybrid approach to maximize reach and engagement:

Digital Platforms

• Banners, scrollers, and stories on medical apps/websites
• Email campaigns and SMS alerts

Traditional Channels

• Tele-calling services for personalized HCP interactions

Content Tools

• Pre- and post-surveys to gather insights
• Microsites/landing pages for directed engagement

Data Source

Partnered with a medical learning platform to track metrics like impressions, clicks, and CTR.

Results

Key Metrics (FY 2023)

Metric	Value
HCPs Reached	166,606
Total Impressions	2,884,308
Total Clicks	462,546
Average CTR	16%

Performance Highlights

• Engagement Frequency: HCPs interacted with the campaign 1–2 times/month on average.

Treatment Preference

• Matched HCPs: 17.6% increase in preference for AH + combination therapy
• Unmatched HCPs: 1.4% increase

Product Adoption

• Matched HCPs: 3.8% rise in usage
• Unmatched HCPs: 1.7% rise

Lead Generation

• 105 high-quality leads verified via tele-calling, demonstrating genuine interest in the brand.

Campaign Impact

Quantitative Outcomes

• Achieved 462,546 clicks, reflecting strong content relevance
• 16% CTR outperformed industry benchmarks for HCP engagement

Qualitative Outcomes

• Strengthened brand credibility as an innovator in allergy care
• Fostered long-term relationships with HCPs through personalized interactions

Key Takeaways

Success Factors

• Multi-Channel Reach: Combined digital and traditional methods for maximum visibility
• Data-Driven Insights: Used surveys and platform analytics to refine messaging
• High-Quality Leads: Tele-verification ensured actionable leads

Conclusion

The campaign successfully elevated the brand’s leadership in antihistamine therapy through strategic omnichannel execution. By prioritizing HCP engagement and measurable outcomes, it set a benchmark for future initiatives in the allergy treatment space.