Pharma To Date

Introduction

Contrast-induced acute kidney injury (CI-AKI) is a serious complication that often flies under the radar in the fields of interventional radiology and cardiology. Even though it comes with significant risks- like higher rates of morbidity, longer hospital stays, and increased mortality- many specialists aren't fully aware of it. To tackle this issue, a focused pharma marketing campaign was rolled out, utilizing KOL-driven content, a dedicated microsite, and a multi-channel approach to educate 2,240 doctors throughout India.

This case study dives into the strategy, execution, and key results that contributed to the campaign's success, especially highlighting how a specialized healthcare platform outperformed LinkedIn in terms of engagement.

Objective: Educating Specialists on CI-AKI Risks & Prevention

The primary goal was to:

• Let’s boost awareness about the risks of CI-AKI among interventional radiologists (340) and cardiologists (1,900).
• We can enhance engagement by using KOL videos and carousel articles to help with retention.
• Plus, it’s important to measure how effective our efforts are across various digital platforms so we can fine-tune our future campaigns.
• Strategy: Multi-Channel Content Dissemination

1. Content Development

• KOL Videos: Short, expert-led clips explaining CI-AKI risks and prevention.
• Carousel Articles: Visually engaging breakdowns of key data points.

2. Dedicated Microsite

• A centralized hub for all CI-AKI resources (videos, articles, infographics).
• Optimized for quick access during busy clinical schedules.

3. Omni-Channel Promotion

4. Performance Tracking

• Google Analytics for microsite traffic.
• LinkedIn & HCP Platform Metrics for engagement comparison.

Key Outcomes: Where Did Engagement Peak?

The campaign reached 2,240 doctors, with notable differences in platform performance:

Insights:

• Healthcare-focused platforms delivered 2X higher CTR than LinkedIn.
• KOL videos had the highest replay rate, indicating strong content retention.
• Microsite visits spiked after email & SMS reminders, proving the need for multi-touch outreach.

Conclusion: Why Platform Choice Matters in Pharma Marketing

This campaign demonstrated that specialized medical platforms can really boost engagement compared to broader networks like LinkedIn. The success was built on a few key elements:

• Customized content (think KOL videos and carousels)

• A smart mix of channels (emails, app notifications, and a microsite)

• Keeping track of performance to improve future initiatives

For pharma marketers, the message is straightforward: Focus your investments on HCP-preferred platforms to create more impactful awareness campaigns.