Pharma To Date

A comprehensive digital engagement campaign was conducted from July to September 2024 to enhance awareness, recall, and engagement among healthcare professionals (HCPs). The initiative targeted two distinct doctor groups: those familiar with the product (covered) and those new to it (uncovered). The strategy aimed to expand outreach, generate high-quality leads, and ultimately strengthen product positioning.

Objectives

1. Expand Reach: Target a large base of uncovered doctors while maintaining engagement with the covered segment.
2. Boost Awareness: Highlight the benefits of the product through diverse educational content.
3. Generate Leads: Identify and verify high-quality leads interested in further product details.

Target Audience

The campaign primarily targeted general physicians, consulting physicians, ENT specialists, gastroenterologists, and pediatricians. These specialties were selected for their high relevance to the product’s usage.

Approach

An omni-channel strategy was implemented, leveraging multiple platforms, including:

• Mobile App and Website: A hub for sharing videos, articles, quizzes, and case studies.
• Email, SMS, and WhatsApp: direct communication channels for updates and outreach.

Weekly content was tailored to provide value, foster learning, and improve brand perception. The campaign utilized a dual approach:

1. Covered Segment: Included 6,084 doctors already familiar with the product, focusing on maintaining engagement.
2. Uncovered Segment: Reached 352,867 doctors who were new to the product, aiming to build initial awareness.

Results

The campaign successfully reached 6,084 covered doctors and 352,867 uncovered doctors, achieving 95,448 impressions with a 16% click-through rate (CTR) in the covered group and 2,324,740 impressions with a 12% CTR in the uncovered group. General physicians and pediatricians showed the highest engagement, with Maharashtra, Delhi, and West Bengal leading in impressions. Additionally, 240 high-quality leads were generated and verified from the uncovered segment, reflecting the campaign's effectiveness in fostering awareness, engagement, and actionable outcomes.

Analysis

The campaign highlighted significant differences between the two target groups:

• The uncovered group provided broader reach and higher impressions, reflecting the campaign's effectiveness in introducing the product to new audiences.
• The covered group exhibited a higher engagement rate, likely due to their prior familiarity with the product.

The consistent delivery of educational content through multiple touchpoints enhanced brand perception and facilitated meaningful interactions with HCPs.

Key Success Factors

1. Personalized Content: Engaging quizzes and case studies catered to doctors’ interests and learning needs.
2. Omni-Channel Strategy: leveraged diverse digital platforms for maximum reach and engagement.
3. Lead Quality: Verified leads ensured actionable outcomes for future campaigns.

Conclusion

This campaign demonstrated the effectiveness of a dual-segment approach in engaging both familiar and new audiences. The uncovered segment significantly expanded the reach, while the covered segment maintained robust engagement levels. With 240 high-quality leads and substantial impressions, the campaign successfully achieved its objectives, paving the way for continued engagement and growth.