Pharma To Date

Antimicrobial Resistance (AMR): Case study

The case study outlines AMR initiative, aimed at combating the growing challenge of antimicrobial resistance (AMR). This summary provides a detailed overview of the initiative's objectives, methodology, and results.

Overview of AMR

Objective: The primary goal of AMR is to address the escalating issue of antimicrobial resistance, which occurs when pathogens like bacteria and viruses evolve and become resistant to treatments, making infections harder to manage. This initiative seeks to enhance awareness, promote research, and implement strategies to preserve the effectiveness of antimicrobial therapies.

Focus Areas:

• Awareness and Education: The campaign emphasizes raising awareness among healthcare professionals (HCPs) about AMR.
• Research Promotion: Encouraging ongoing research into AMR and its implications.
• Engagement Strategies: Utilizing platforms like Hidoc to engage a wide range of medical specialities, including critical care, infectious diseases, and more.

Methodology

The campaign employed an omnichannel approach, leveraging various platforms for maximum outreach:

• Content Promotion: Weekly content was strategically aligned with awareness events such as World Sepsis Day.
• Digital Engagement: The Hidoc platform facilitated targeted promotions through app notifications, emails, text messages, and social media.
• Key Opinion Leaders (KOLs): The initiative featured videos from respected doctors to enhance credibility and engagement.
• Tele-calls and Partnerships: Engaging tele-calls were made to HCPs to clarify the pledge activities associated with the campaign.

The campaign spanned approximately 4 months and 2 weeks, during which a significant focus was placed on increasing visibility through targeted advertisements.

Results

The initiative yielded impressive outcomes:

• Reach: The campaign reached 155,733 individuals across various medical specialties since its launch in September 2023.
• Engagement Metrics:
• Total engagements recorded were 301,903, reflecting a high level of interaction with the content.
• The click-through rate (CTR) was an exceptional 14%, indicating strong engagement from HCPs.
• Video Pledges: A notable achievement was securing 12,686 video pledges on the AMR website through digital campaign activities.

Summary of Key Metrics:

Total Reach - 155,733

Total Impressions -  2,149,121

Total Engagements - 301,903

Click-Through Rate - 14%

Video Pledges - 12,686

AMR campaign, in collaboration with Hidoc, succeeded not only raised awareness but also fostered active participation among healthcare professionals in combating antimicrobial resistance, engaging healthcare professionals through a well-structured and multi-channel digital campaign. The initiative not only achieved its outreach goals but also set a benchmark for future healthcare awareness programs.