Pharma To Date

Introduction

Shingles, also known as herpes zoster, along with its painful aftermath, post-herpetic neuralgia (PHN), can be quite a health concern-particularly for those over 50 and individuals with weakened immune systems. Even though there's a solid vaccine available, many healthcare professionals (HCPs) still aren't fully aware of it or haven't embraced it as they should. To tackle this issue, a prominent pharmaceutical company rolled out a dynamic omnichannel marketing campaign aimed at rheumatologists, dermatologists, diabetologists, general practitioners, and other specialists throughout India.

The mission? To raise awareness about the vaccine, improve brand recognition, and encourage doctors to recommend it. This case study dives into the strategy, execution, and remarkable results of this campaign, showing how pharmaceutical marketers can effectively sway HCP behavior.

Campaign Objectives:

The campaign aimed to:

• Educate HCPs about the seriousness of shingles and PHN, highlighting the importance of vaccination for prevention.
• Boost brand recognition of the vaccine among key medical specialties.
• Generate high-quality leads—doctors who are genuinely interested in prescribing the vaccine.
• Evaluate awareness levels before and after the campaign to measure its impact.

Strategy & Execution: A Multi-Channel Blitz

To maximize reach and engagement, the campaign leveraged a mix of digital and offline channels, ensuring doctors received consistent, compelling messaging.

1. Omnichannel Marketing Approach

The campaign utilized:

• Medical Learning Platform for Doctors (Website, Mobile App)
• Email & SMS Campaigns (Personalized messaging)
• WhatsApp Alerts (Quick, actionable insights)
• Telecalls (Direct HCP engagement)

2. Pre-Campaign Survey: Gauging Baseline Awareness

Before rollout, a pre-survey was conducted to assess:

• Existing knowledge of shingles risks
• Current perception of the vaccine’s efficacy
• Brand recall among HCPs

Key Insight:

• 71.8% of doctors already believed in the vaccine’s effectiveness, providing a strong foundation for the campaign.

3. Lead Generation & Verification

• A dedicated landing page was created with disease and vaccine details, plus an embedded lead capture form.
• Leads were tele-verified to ensure only high-intent HCPs were passed to the sales team.

Key Outcomes: Breaking Down the Results

The campaign ran from February to July 2023, delivering exceptional engagement and lead conversion.

Why These Numbers Matter?

• 8% CTR – Far exceeding industry standards, proving the messaging resonated.
• 707 Qualified Leads – Doctors actively interested in vaccine adoption.
• 71.8% Pre-existing Trust – Campaign reinforced confidence rather than building from scratch.
• Conclusion: Key Takeaways for Pharma Marketers

This campaign proved that a well-structured omnichannel strategy can:
Effectively educate HCPs on underutilized vaccines.
Generate high-quality leads through multi-touch engagement.
Leverage existing trust to accelerate adoption.

For pharma brands looking to drive vaccine awareness, the formula is clear: Combine digital reach with personalization, validate leads rigorously, and reinforce credible medical insights.