Pharma To Date

Vaccine Awareness Programs: Driving Immunization for a Healthier Future
The case study highlights a multi-year vaccine awareness and engagement campaign aimed at enhancing the knowledge and ordering habits of healthcare professionals (HCPs) for a range of vaccines. The campaign spanned from 2021 to April 2024 and targeted various HCP segments, including pediatrics, general medicine, and pulmonology. By leveraging a healthcare engagement platform, the campaign aimed to increase brand visibility, facilitate vaccine orders, and improve patient immunization outcomes through a mix of digital and traditional communication methods.

Objectives: The primary objectives of the campaign were threefold:

1. Increase Vaccine Awareness: Ensure that HCPs across different specialties are well-informed about a portfolio of vaccines.
2. Enhance Brand Recall: Strengthen the association between HCPs and the vaccines by creating a sustained presence through multiple engagement points.
3. Facilitate Easy Ordering: Simplify the vaccine ordering process by utilizing an optimized digital platform that offers flexible payment options and seamless delivery mechanisms.

Methodology: To achieve these objectives, the campaign adopted a multi-channel outreach strategy that combined both digital and traditional communication methods. The following key strategies were implemented:

Digital Engagement:

• Dedicated Web and App Platforms: The campaign used a proprietary web and mobile app platform to disseminate vaccine information and facilitate direct engagement with HCPs.
• Multi-Channel Outreach: The campaign reached HCPs through a mix of digital touchpoints, including email, SMS, WhatsApp, and tele-calling, ensuring continuous communication and support.
• Microsite and Knowledge Page: A dedicated microsite provided detailed information about each vaccine, including its efficacy, safety, and ordering options. This platform also facilitated direct online vaccine orders.
• Pop-ups and Automated Reminders: The system used automated reminders for incomplete orders, encouraging HCPs to complete their transactions.

Traditional Support:

• Tele-calling Support: A team provided personalized support through tele-calls to assist HCPs with order placement, answer queries, and provide post-delivery support.
• Proactive Follow-up: Monthly follow-up calls were made to HCPs who had placed orders to ensure continued engagement and encourage repeat purchases.

Order Optimization:

• User-Friendly Ordering System: The ordering process was optimized for ease of use, offering cash-on-delivery, easy returns, and no minimum order quantity. Collaborations with vaccine distributors ensured a seamless ordering experience.
• Analytics-Driven Engagement: The campaign provided end-to-end analytics support, tracking HCP interactions and refining strategies based on real-time feedback and clinical data. This allowed for ongoing improvements in engagement effectiveness.

Results: The campaign's multi-channel approach yielded impressive results, demonstrating the effectiveness of the outreach strategy in driving vaccine awareness and order placement:

• Reach and Engagement: The campaign connected with 162,198 unique healthcare professionals through various digital and traditional channels. The program generated 12,152,586 impressions, indicating a strong presence within the healthcare community.
• High Interaction Rates: The campaign achieved 1,157,631 interactions, demonstrating significant engagement from HCPs. A 10% click-through rate (CTR) further underscored the campaign's relevance and effectiveness in encouraging HCPs to take action.
• Order Conversion Rates: Out of 18,458 add-to-cart actions, 9% successfully converted into order placements. Of the orders placed, 14% were successfully delivered, reflecting the smooth execution of the ordering and delivery process.
• Continuous Engagement: HCPs were engaged 1-2 times per month through various channels, ensuring that the campaign maintained a continuous presence and reinforced its messaging throughout its duration.

Conclusion: The multi-year vaccine awareness campaign successfully leveraged digital and traditional communication channels to enhance vaccine knowledge and facilitate easy ordering for healthcare professionals. Through a robust omnichannel approach, the campaign not only increased brand visibility but also achieved tangible results in terms of order placements and deliveries. The strong engagement metrics reflect the campaign's success in encouraging HCPs to promote and administer vaccines more effectively, ultimately contributing to improved immunization rates and public health outcomes. This case study demonstrates the effectiveness of an integrated, data-driven approach in driving meaningful healthcare engagement and outcomes.