Pharma To Date

Allergies can be disruptive, causing symptoms such as sneezing, runny nose, itchy eyes, and skin rashes. For years, a trusted medication had been widely used to provide non-drowsy, fast-acting relief. However, in an increasingly competitive market with new entrants, ensuring continued preference among healthcare professionals became a challenge. The need arose to reinforce brand recall and physician confidence through a strategic marketing campaign.

The objective was to enhance visibility among doctors treating allergic conditions and increase engagement. The campaign aimed to ensure that healthcare professionals—general physicians, ENT specialists, chest physicians, and dermatologists—continued to consider this medication as their first-line treatment. A well-structured, data-driven approach was required to achieve these goals, with a focus on digital channels to maximize outreach.

A two-month digital-first, omni-channel marketing campaign was launched. The approach included:

• Targeted Digital Outreach: Using a leading medical learning platform to reach doctors via web and mobile applications.
• Strategic Ad Placement: Weekly banner ads were deployed to engage key medical specialists.
• Content-Driven Engagement: Creative content highlighted essential benefits—rapid relief, 24-hour efficacy, and long-term safety.
• Performance Tracking: Engagement metrics, including click-through rates (CTR) and polls, were monitored to assess campaign success.

The campaign delivered outstanding outcomes:

• 3.48 million impressions were generated, ensuring widespread visibility.
• The target of 139,346 clicks was surpassed, with 141,179 actual clicks achieved.
• 51% of surveyed doctors ranked the medication as their top choice for allergy management.
• 50% of doctors prescribed it 4–6 times per week, demonstrating strong adoption.
• High engagement was noted in key states, such as Maharashtra and Andhra Pradesh, showcasing effective regional targeting.

Conclusion:

By leveraging a data-driven digital strategy, the campaign successfully reinforced physician trust and brand preference. The strong engagement, prescription frequency, and positive doctor feedback highlighted the impact of a well-executed marketing initiative. This case study serves as a benchmark for future digital-first campaigns in the pharmaceutical industry, proving that strategic outreach can significantly influence prescribing behaviour.