Pharma To Date

The campaign under analysis aimed to promote a probiotic oral suspension for diarrhea treatment by targeting healthcare professionals (HCPs) across various specialties, including General Physicians, Consulting Physicians, ENT Specialists, Gastroenterologists, and Pediatricians. Running from July to September 2024, the initiative focused on boosting brand awareness, recall, and sales by leveraging an omni-channel strategy through a digital medical learning platform. The approach combined personalized content delivery and strategic segmentation to maximize impact.

Objective:

The campaign had two key goals:

1. Increase brand recall and awareness among both familiar (covered) and unfamiliar (uncovered) healthcare professionals.
2. Generate high-quality leads for potential future engagement and brand advocacy.

Strategy and Methodology:

The campaign adopted a dual-segment approach:

• Covered Doctors: Consisted of 6,084 HCPs already familiar with the brand. Efforts focused on deepening engagement.
• Uncovered Doctors: Included 352,867 HCPs new to the brand, with a broader reach strategy aimed at creating awareness.

Content delivery utilized multiple touchpoints, including a mobile app, website, email, SMS, and WhatsApp. Weekly educational materials such as videos, quizzes, articles, and case studies were shared to establish relevance and value. Metrics like reach, impressions, clicks, and click-through rates (CTR) were employed to evaluate the campaign's performance.

Results:

The campaign achieved significant results, engaging 6,084 covered and 352,867 uncovered healthcare professionals through diverse digital channels. It garnered 95,448 impressions and a 16% CTR for the covered group, while the uncovered group achieved 2,324,740 impressions with a 12% CTR. A total of 240 high-quality leads were generated, primarily from the uncovered segment, with Pediatricians and General Physicians showing the highest engagement. Maharashtra, Delhi, and West Bengal recorded the most impressions, highlighting strong regional traction. The campaign effectively enhanced brand recall, awareness, and engagement, demonstrating the impact of a targeted, content-driven approach.

Key Insights:

1. Geographic Impact:
   • The highest impressions originated from Maharashtra, followed by Delhi and West Bengal, indicating strong regional engagement patterns.
2. Content Effectiveness:
   • Personalized content, particularly quizzes and case studies, played a pivotal role in maintaining consistent interaction and improving brand perception.
3. Lead Quality:
   • Thorough tele-verification confirmed that the leads were exceptional, representing HCPs genuinely interested in learning more about the product.

Challenges and Opportunities:

While the campaign successfully increased brand recall and generated significant engagement, opportunities for improvement exist:

• Implementing targeted follow-up strategies for the uncovered segment could convert initial awareness into sustained brand loyalty.
• Analyzing regional trends more deeply may help fine-tune future campaigns to optimize geographic performance further.

Conclusion:

The campaign demonstrated the efficacy of segment-specific strategies in healthcare marketing. By tailoring content to covered and uncovered audiences, it achieved a balance of wide outreach and deep engagement. The innovative use of digital platforms and educational materials effectively met campaign objectives, paving the way for continued growth in brand visibility and lead quality. However, enhanced follow-up mechanisms and sustained engagement efforts could drive even greater long-term success.