Pharma To Date

A medical technology company specializing in advanced diagnostic and surgical equipment undertook a three-month brand marketing campaign from July to September 2024. The campaign aimed to generate high-quality leads among healthcare professionals (HCPs) in fields such as urology, nephrology, and gynaecology. Additionally, the company sought to improve brand awareness and engage HCPs interested in scheduling product demonstrations across India.

Methodology
The campaign was designed as an omnichannel marketing initiative to maximize reach and engagement among target HCPs. Starting in July, a survey was conducted to understand the needs and preferences of the target audience. This was followed by a dedicated lead generation phase that spanned August and September, utilizing a mix of digital touchpoints such as a microsite, emails, text messages, and WhatsApp for outreach.

Key steps in the campaign included:

• Survey and Insight Gathering (July): A survey conducted among HCPs provided valuable insights into their needs, which informed subsequent marketing efforts.
• Lead Generation (August-September): A dedicated microsite was developed to capture interest, complemented by banner ads and tele-calling efforts to convert interactions into leads.
• Digital Advertising: Weekly banner ads were placed in August and September, aiming to reach 90% of the targeted HCP audience across multiple specialties.

Results
The campaign achieved significant engagement across the healthcare sector:

• Reach and Impressions: Over 62,000 unique individuals were reached, and the campaign content generated more than 392,000 impressions. The high impression count indicates repeated exposure and opportunities for engagement.
• Clicks and Click-Through Rate (CTR): The campaign garnered over 34,000 clicks, resulting in a CTR of 9%, which is high compared to typical digital campaign standards. This demonstrates the relevance and appeal of the campaign content among HCPs.
• Lead Quality and Conversion: Through tele-verification, 52 high-quality leads were confirmed. These leads represented HCPs who expressed genuine interest in equipment demonstrations, showcasing the campaign’s effectiveness in reaching its target audience.

Key Highlights

• Audience Engagement: The campaign successfully engaged healthcare professionals, with an extensive reach of 62,769 HCPs and 392,203 impressions.
• Conversion Success: A total of 52 leads were generated, all of whom were verified as quality leads through follow-up tele-calling. These professionals showed a strong interest in product demonstrations, particularly HCPs planning to establish or upgrade their clinics.
• CTR Performance: With a 9% CTR, the campaign significantly outperformed average digital campaign benchmarks, indicating well-targeted and compelling content.

Conclusion
The brand marketing campaign effectively combined survey-driven insights, lead generation, and omnichannel digital strategies to achieve substantial brand visibility and engagement. By incorporating a robust content strategy, a specialized microsite, and targeted digital ads, the campaign not only met its objectives but also set a new standard in lead generation for the healthcare technology sector. The campaign’s outcomes emphasize its ability to generate meaningful interactions with HCPs, ultimately fostering long-term interest and engagement with the brand’s advanced medical technology offerings.