Pharma To Date

 A prominent pharmaceutical company, specializing in providing affordable medicines across 100+ countries, partnered with a medical learning platform to execute a survey campaign aimed at improving doctor engagement and gathering insights. The focus was on two key products used for managing specific medical conditions, targeting healthcare professionals (HCPs) such as consulting physicians, endocrinologists, diabetologists, and nephrologists.

The primary objective was to understand the preferences and usage patterns of HCPs and collect feedback on the two products to enhance brand perception and doctor satisfaction. This information was crucial for driving brand competitiveness and improving the market presence of the products. The survey also aimed to reach a specific response target within a limited time frame.

Methodology: The medical learning platform utilized a comprehensive, multi-channel strategy incorporating email and text message promotions to maximize reach and engagement. For the survey, a structured questionnaire was developed and disseminated through digital channels to targeted HCPs. These included consulting physicians (72,173), endocrinologists (1,325), diabetologists (6,044), and nephrologists (2,114), with varying frequency of communication depending on the specialty.

The platform developed separate surveys for each product, aiming to secure a total of 100 responses for each within a month. Surveys were promoted through Google forms, with each HCP being targeted multiple times a month through email and SMS outreach.

Results: The campaign yielded impressive engagement and feedback, meeting its key targets within the specified time frame. The survey for Product A achieved a reach of 79,542 HCPs, while Product B reached 74,287 HCPs. A total of 115 and 111 responses were collected for Product A and Product B, respectively, surpassing the initial target of 100 responses per survey.

The platform recorded a high engagement rate, with each HCP interacting with the campaign at least four times in a month. This was reflected in the campaign’s click-through rate (CTR) of 2%, demonstrating strong interest from the targeted audience. In total, 3,134 and 2,641 engagements were recorded for the Product A and Product B surveys, respectively, with an overall conversion rate of 4%.

In terms of specialty participation, consulting physicians accounted for the majority of responses. For Product A, 46% of the responses came from consulting physicians, followed by 31% from diabetologists and 23% from endocrinologists. Similarly, Product B saw 52% participation from consulting physicians and 48% from nephrologists.

Key Highlights:

1. Engagement: The multi-channel approach proved successful, with each HCP engaging with the campaign multiple times. The email and SMS strategy effectively reached the intended audience, resulting in robust engagement.
2. Real-Time Feedback: The survey allowed for real-time collection of actionable insights, which will be used to improve the products and overall doctor experience.
3. Brand Comparison: The survey also provided comparative analytics, offering valuable insights into how the products compared to competitors in the market.
4. Target Achievement: Despite the challenges of limited time and specific targets, the campaign successfully achieved over 100 responses for each survey in less than a month.
5. Audience Breakdown: The majority of responses came from consulting physicians, with significant contributions from diabetologists, endocrinologists, and nephrologists depending on the product.

Conclusion: This case study highlights the effectiveness of leveraging a multi-channel digital strategy to engage HCPs and gather critical insights on product perception and usage. By focusing on targeted outreach and frequent engagement, the campaign was able to surpass its goals within a short timeframe. The insights obtained from the surveys will be instrumental in improving the products’ market presence and aligning them with the needs and expectations of healthcare professionals.