Pharma To Date

A case study explored a comprehensive medical learning platform targeting healthcare professionals, particularly those in paediatrics, ENT, and genetics across India. The platform aimed to raise awareness and drive engagement about a rare disease, Hunter syndrome, a chronic, multisystemic, progressive metabolic disorder caused by a deficiency of the lysosomal enzyme iduronate-2-sulfatase. Early diagnosis and treatment, specifically Enzyme Replacement Therapy (ERT), are crucial for better outcomes in patients, making the educational campaign vital for spreading awareness and promoting treatment options.

Objectives

The primary goal of the campaign was to generate substantial engagement and leads from healthcare professionals, focusing on enhancing awareness and knowledge around Hunter syndrome and its treatment options. The specific objectives were:

• To drive around 20,926 engagements on the platform's website.
• Generate 200 leads from healthcare professionals, with a monthly target of 25 leads after the first month.
• Host two webinars targeting 1,200 registrations in total (600 per session) and achieve 3,000 post-webinar views (1,500 per session).
• Attain a total impression count of 418,518 across all channels by the end of the campaign.

Strategy and Methodology

The campaign employed an omnichannel marketing strategy, utilizing diverse platforms like apps, websites, email, SMS, webinars, and tele-calling services. The approach strategically positioned ads across multiple formats, including banners, scrollers, stories, and emails. This was intended to maximize reach and visibility among the healthcare professional audience.

Two webinars were central to the strategy. These were preceded by pre-marketing efforts to secure registrations, followed by post-marketing promotions to increase views. Additionally, the campaign promoted an event for the Indian Society of Inborn Errors of Metabolism, further amplifying its visibility.

Key Performance Metrics

The campaign ran from March to April 2024 and achieved the following:

• Reach: The campaign reached 23,371 healthcare professionals.
• Impressions: 24,562 impressions were generated across multiple platforms, highlighting the extensive visibility of the campaign.
• Engagement: The content drew 1,333 meaningful interactions, signifying strong resonance with the target audience.
• Click-through Rate (CTR): A 5% CTR was recorded, demonstrating the campaign’s ability to drive significant actions among healthcare professionals.

Additionally, the pre-launch promotion for the inborn errors of metabolism event reached 46,013 individuals, resulting in 46,052 impressions and 1,676 clicks.

Results and Impact

The campaign's approach successfully met its objectives, reaching a wide network of healthcare professionals and driving substantial engagement with the content. The omnichannel strategy facilitated comprehensive outreach across various platforms, ensuring that the messaging about Hunter syndrome and its treatment options resonated effectively.

One of the key highlights of the campaign was its ability to generate strong click-through rates and interactions, which are indicators of both engagement and interest in the subject matter. The platform's strategic use of webinars also proved to be an effective educational tool, allowing healthcare professionals to deepen their understanding of the condition.

Conclusion
The campaign demonstrated a robust approach to raising awareness about Hunter syndrome through a well-coordinated, multi-channel strategy. By focusing on education and engagement, it succeeded in positioning the medical learning platform as a valuable resource for healthcare professionals.