Pharma To Date

In 2024, a rare genetic disorder known for causing developmental delays, physical deformities, and severe organ-related challenges demanded urgent attention within the healthcare community. This disorder lacked widespread awareness, leaving many undiagnosed or untreated. The mission was to engage pediatricians, ENT specialists, and geneticists across India, educating them about the condition and inspiring proactive measures.

Building Awareness and Driving Action

The primary goal of the campaign was to raise awareness among healthcare professionals (HCPs) about the disorder and related treatment options. Beyond education, the campaign aimed to generate meaningful leads by encouraging HCPs to express interest in learning more and taking actionable steps to address the disorder in their practice.

Implementing a Comprehensive, Omnichannel Campaign

To achieve this, a comprehensive, nine-month digital marketing campaign was launched, employing an omnichannel approach:

1. Content Creation: Infographics, videos, articles, and webinars were crafted to deliver educational content in engaging, easily digestible formats.
2. Targeted Outreach: The campaign utilized banner ads, in-app promotions, and personalized telecalling to maximize reach.
3. Interactive Engagement: Webinars with pre- and post-event marketing provided platforms for deeper discussions, while telecalling created personal connections, fostering interest and trust.
4. Regional Focus: High-impact areas like Maharashtra and Karnataka were prioritized to maximize impressions and conversions.

Inspiring Awareness and Generating Impactful Leads

The campaign achieved exceptional results:

• Engagement: Reached 46,502 HCPs, generating 422,296 impressions and 21,450 clicks, resulting in a 5% click-through rate.
• Lead Quality: Conducted 836 personalized telecalls, with 201 HCPs expressing active interest in learning more about the disorder and treatment options.
• Regional Impact: Maharashtra led with 28% of total impressions, followed by Karnataka at 19%, demonstrating the strategic success of the regional focus.

This campaign showcased the power of blending digital innovation with personal engagement. By effectively educating and inspiring healthcare professionals, it laid the foundation for better diagnosis and treatment pathways for the disorder. The initiative highlighted the critical role of targeted, data-driven strategies in addressing unmet healthcare needs and fostering impactful change.