Pharma To Date

In India, a rare genetic disorder called Hereditary Angioedema (HAE) posed a significant health challenge. This condition, characterized by recurrent episodes of severe swelling, often went unnoticed among healthcare professionals (HCPs), despite its potentially life-threatening nature. Raising awareness about HAE became critical, not just for recognition but also to drive actionable engagement among medical practitioners across specialties like Pediatrics, Emergency Medicine, Dermatology, and Rheumatology.

Educating and Engaging Healthcare Professionals
The mission was to educate healthcare professionals about HAE while generating high-quality leads who would actively engage in learning and spreading awareness about the disorder. This involved creating impactful, informative content and ensuring it reached a diverse audience, all while tracking engagement and fostering meaningful interactions.

A Multi-Channel Campaign Approach
To achieve these goals, a nine-month campaign (March to December, 2024) employed a comprehensive, omnichannel strategy. Key actions included:

1. Digital Outreach: The campaign used infographics, articles, videos, and webinars to present HAE’s complexities in an engaging manner.
2. Personalized Telecalling: Healthcare professionals were reached directly through 877 calls, ensuring one-on-one communication and tailored discussions.
3. In-App Promotions: Educational materials were promoted through specialized medical platforms.
4. Webinar Engagement: Pre- and post-event marketing campaigns were run to maximize attendance and participation in discussions about HAE.
5. Data Tracking: Metrics like impressions, click-through rates (CTR), and tele-calling outcomes were closely monitored to measure success and refine strategies.

A Milestone in Raising Awareness
The campaign successfully engaged 51,522 healthcare professionals across India, resulting in 478,015 impressions and 23,236 clicks, achieving a strong overall CTR of 5%. The tele-calling efforts were particularly impactful, yielding 204 high-quality leads after verification. Rheumatologists recorded the highest CTR of 9%, showing the campaign’s effectiveness in targeting key audiences. Regionally, Maharashtra led in engagement with 46%, followed by Tamil Nadu (17%) and Delhi (7%).

By combining creativity with precision, the campaign highlighted the potential of targeted, data-driven strategies in raising awareness for rare health conditions. It not only educated professionals but also fostered a deeper understanding of HAE, paving the way for better diagnosis and care