Pharma To Date

Overview

About Metoprolol tartrate
Metoprolol tartrate is part of the β-blocker class of medicines. It is used for managing conditions such as hypertension, angina pectoris, myocardial infarction, functional heart disorders, and migraine prevention.

Campaign Methodology

The primary goal of the Metoprolol tartrate awareness campaign is to boost product knowledge and recall among healthcare professionals (HCPs) within General Medicine, Consulting Practice, and Cardiology across India’s East Zone. The targeted regions include West Bengal, Bihar, Assam, Orissa, Jharkhand, and the North-Eastern states.

To achieve this, a multi-channel marketing strategy was employed, blending both digital and offline approaches. The messaging was carefully designed to resonate with General Physicians, Consulting Physicians, and Cardiologists, ensuring high engagement. Methods such as targeted advertising, email marketing, webinars, and direct outreach helped maximize product visibility and attract qualified leads. Continuous performance monitoring allowed for real-time optimization of the campaign.

Target Audience
The campaign focused on key groups as below:

• General Physicians (39,296)
• Consulting Physicians (11,241)
• Cardiologists (607)

Microsite and Omni-channel Marketing
To support the campaign, a dedicated microsite was developed to display detailed information. Additionally, various channels—including the Hidoc Dr app, website, text messages, and emails—were utilized to market the campaign effectively. The marketing materials directed doctors to the microsite, where the objectives and benefits of the campaign were clearly communicated.

Key Highlights (November 2022 – May 2023)
The campaign reached a significant audience and achieved the following results:

• Engaged 71,699 healthcare professionals
• Garnered 983,394 impressions
• Recorded 55,731 interactions, reflecting strong engagement
• Achieved a click-through rate (CTR) of 6%
• Generated 907 leads, with an additional 218 webinar leads.

Campaign Performance

Between November 2022 and May 2023, the outreach successfully connected with over 71,000 healthcare professionals, generating nearly 1 million impressions. The campaign’s messaging resonated strongly with the audience, as shown by 55,731 interactions and an impressive 6% CTR. The focus on engagement and relevance drove meaningful action from the targeted HCPs.

Lead Generation and Results
The initial goal of the campaign was to generate 600 leads over six months, with monthly targets as follows:

• 40 leads from General Physicians
• 40 leads from Consulting Physicians
• 20 leads from Cardiologists

Leads were captured through an interest form, and a tele-calling team followed up with the doctors for more detailed information about the product and campaign. The tele-calling team, trained by the client team, used a carefully crafted script to ensure consistency in messaging.

Through a combination of targeted outreach, tele-calling, and webinars, the campaign performed well beyond expectations:

• Main Campaign Leads: A total of 901 leads were generated, surpassing the original goal of 600 leads by 50%.
• Webinar Leads: In addition to the main campaign, 218 leads were gathered through webinar marketing efforts.
• Total Leads: Overall, the campaign accumulated 1,119 leads, significantly exceeding the target by 86%.

This remarkable lead generation outcome underscores the success of the campaign in reaching the right audience, delivering relevant content, and driving healthcare professionals to take action.

This robust performance not only met but far surpassed the campaign's objectives, positioning Metoprolol tartrate prominently within the East Indian healthcare landscape. The combined reach, engagement, and lead generation results have strengthened Metoprolol tartrate's market presence and awareness among key medical professionals.