Pharma To Date

A recent campaign focused on increasing awareness and recall of a cardiovascular drug, known generically as a beta-blocker, was implemented to reach healthcare professionals (HCPs) in Eastern India. The drug is used to manage conditions like hypertension, angina pectoris, myocardial infarction, functional heart disorders, and for migraine prevention. The campaign’s primary objective was to enhance the product's profile among physicians specializing in General Medicine, Consulting Practice, and Cardiology. The geographical focus was on the East Zone states, including West Bengal, Bihar, Assam, Odisha, Jharkhand, and the North Eastern regions.

Methodology

The campaign employed a comprehensive multi-channel strategy, combining both digital and offline marketing tactics. The outreach plan integrated various methods:

1. Targeted Messaging: Specific content and messaging were crafted to appeal to General Physicians, Consulting Physicians, and Cardiologists, aligning with their interests and needs.
2. Multi-Channel Engagement: Channels like a medical learning platform, emails, webinars, and direct outreach were used. This strategy aimed to maximize visibility and lead generation in the identified states.
3. Microsite Development: A dedicated microsite was created to showcase campaign details and enhance user engagement.
4. Analytics-Driven Optimization: Real-time tracking allowed the campaign to adjust and optimize based on engagement metrics and other data insights, ensuring continuous improvement in outreach.

Target Audience and Distribution

The campaign aimed to reach 39,296 General Physicians, 11,241 Consulting Physicians, and 607 Cardiologists, as outlined by the pharmaceutical company's strategy for Eastern India. This structured target group distribution helped to prioritize resources effectively across different specialties, focusing on generating qualified leads.

Campaign Execution and Channels

The execution of the campaign involved:

1. Medical Learning Platform: As the campaign's backbone, the platform was pivotal for disseminating information to the target audience, primarily HCPs. It allowed users to access the campaign’s educational content and recorded a high frequency of HCP interactions, with an engagement rate of 1-2 times weekly.
2. Omni-Channel Marketing: Utilizing text messages, emails, an app, and a website, the campaign was marketed comprehensively. These various touchpoints ensured broad reach and reinforced messaging.
3. Doctor Presentations: A marketing page was created, targeting doctors with in-depth campaign details. This tailored approach was critical in providing a clear, focused narrative about the product's benefits, which likely influenced engagement metrics.

Key Metrics and Outcomes

The campaign achieved impressive results over its six-month period, from November 2022 to May 2023:

• Reach: The campaign successfully reached 71,699 healthcare professionals.
• Impressions: It garnered 983,394 impressions, which is a substantial measure of visibility within the targeted medical community.
• Engagement: The campaign recorded 55,731 interactions, highlighting the content’s relevance and effectiveness in engaging the audience.
• Click-Through Rate (CTR): With a CTR of 6%, the campaign demonstrated a strong ability to convert impressions into actionable engagement.

Lead Generation and Additional Engagement

Originally set with a goal of 600 leads over six months, the campaign surpassed this objective, generating:

• 907 Direct Leads: These leads resulted from interest forms submitted by doctors.
• 218 Webinar Leads: Additional engagement was driven by webinar marketing, pushing total leads to 1,119, which significantly exceeded the initial target.

The lead acquisition process was bolstered by a well-organized tele-calling initiative. Interested doctors were contacted post-form submission to receive further information on the drug and the campaign's aims. A pre-prepared calling script helped ensure consistency and clarity in communication, a crucial factor that contributed to the campaign’s overall success.

Conclusion

This case study illustrates how a targeted, multi-channel approach can be highly effective in promoting medical products to healthcare professionals. By focusing on tailored messaging, data-driven optimization, and a robust lead-generation strategy, the campaign managed to exceed its lead goals and foster strong engagement within the East Indian healthcare market. The insights gathered underscore the importance of blending digital tools with personal outreach to build lasting connections with the medical community, ultimately advancing product awareness and fostering a deeper understanding of the drug's benefits among healthcare providers.