Pharma To Date

Contrast-induced acute kidney injury (CI-AKI) is a significant clinical issue linked to increased morbidity and mortality. A campaign was launched to educate 340 interventional radiologists and 1900 interventional cardiologists across India about CI-AKI using a targeted, multi-channel approach.

Objective

To raise awareness about CI-AKI through engaging content, including Key Opinion Leader (KOL) videos and carousel-based articles, promoted on a dedicated microsite and platforms like LinkedIn and a healthcare professional network.

Methodology

1. Content Development: Created KOL videos and carousel articles to convey key information.
2. Microsite: Centralized resources for easy access by healthcare professionals.
3. Omni-Channel Marketing: Used emails, texts, app notifications, and LinkedIn ads for outreach
4. Analytics: Tracked impressions, clicks, and engagement using Google Analytics and LinkedIn metrics.

Results

• Reached 2240 healthcare professionals across platforms.
• Recorded 515 engagements with an average click-through rate (CTR) of 1.6%.
• Total impressions: 31,888 (LinkedIn: 10,685; specialized platform: 21,203).
• Higher engagement on the specialized platform (2% CTR) than LinkedIn (1% CTR).

Insights

Specialized platforms outperformed LinkedIn in engaging healthcare professionals due to tailored content and relevance. KOL videos and articles drove repeated interactions, highlighting the effectiveness of industry-focused strategies.

Conclusion

The CI-AKI awareness campaign successfully leveraged a multi-channel approach to engage interventional radiologists and cardiologists across India. By combining targeted content, dedicated microsites, and specialized marketing strategies, the campaign demonstrated the value of tailoring outreach efforts to meet the unique needs of healthcare professionals. The insights gained highlight the importance of platform choice and content relevance in achieving educational and engagement goals in the medical field.