Pharma To Date
Pharma Marketing
Driving Digital Adoption in Dental Diagnostics: A Case Study on a Targeted Banner Campaign for Dentists Across India
Introduction
This case study highlights the success of a high-impact digital campaign aimed at increasing awareness and engagement for a state-of-the-art dental scanner among dentists in India. By leveraging expansive healthcare network, the campaign delivered precision-targeted banner placements to enhance visibility, drive click-throughs, and support adoption intent across restorative dental practices.
Campaign Objectives
The campaign was designed with three primary objectives:
• Amplify brand recall and product awareness among Indian dental professionals
• Demonstrate the scanner’s clinical value and efficiency in dental workflows
• Drive measurable digital engagement through strategic banner placements
Target Audience
Dentists including general dental practitioners and specialists in prosthodontics and restorative dentistry.
Methodology and Execution
The campaign utilized a robust omnichannel strategy combining multiple digital formats to ensure maximum reach and interaction.
Key elements included:
• Banner Ads on App and Web
• SMS and Email communications
• WhatsApp reminders
• Roadblock ads for premium visibility
Campaign Duration: April 23 – May 20, 2025
Frequency: Weekly banner rotations with creative variations supplied by the client, showcasing the scanner’s benefits in precision, speed, and clinical integration
Microsite: Served as the call-to-action destination for product inquiries
Performance Metrics
The campaign achieved strong digital engagement across the board:
| Metric | Value |
| Total Reach | 101,266 |
| Total Impressions | 106,660 |
| Total Clicks | 8,196 |
| Average CTR | 8% |
Weekly Breakdown of Performance
| Week | Impressions | CTR (%) |
| Week 1 | 25,000 | 7 |
| Week 2 | 26,500 | 8 |
| Week 3 | 28,000 | 8 |
| Week 4 | 27,500 | 8 |
Visual Insights
📊 Weekly Impressions
📈 Weekly CTR (%)
Campaign Impact
Quantitative Results
• 106,660 impressions and 8,196 clicks validated the creative strategy
• CTR of 8% significantly outperformed average healthcare industry benchmarks
Qualitative Results
• Reinforced the scanner’s positioning as a modern, reliable diagnostic tool
• Built strong brand association among digitally engaged dental professionals
• Promoted digital diagnostics as a new standard in restorative care
Key Takeaways
Success Drivers:
- Precision-targeted messaging to a relevant audience
- Consistent weekly messaging around high-value scanner features
- Multi-format presence for repeated exposure and recall
Opportunities for Improvement
• Future campaigns may benefit from creative A/B testing
• Consider extending campaign duration to move users down the conversion funnel
Conclusion
This month-long omnichannel banner campaign proved highly successful in fostering digital adoption of a dental scanner in India. With high CTRs and strong brand recall among dentists, the campaign demonstrated the power of targeted digital strategies in the healthcare space. Future initiatives can amplify this momentum by introducing live demos, educational content, and deeper engagement layers to convert interest into action.
