Pharma To Date

A critical care solution, renowned for its 25-year legacy of reliability and innovation, had positively impacted over 13 million lives across various medical specialties. However, amidst a rapidly evolving medical landscape, the need arose to reintroduce this product to healthcare professionals and reinforce its trusted position in critical care, gastroenterology, pulmonology, and other specialties.

The challenge was to design and execute a digital campaign that would:

1. Reestablish the products relevance and legacy.
2. Effectively engage healthcare professionals across multiple specialties.
3. Deliver measurable results through impactful digital outreach.

The campaign, spanning from September to November 2024, was executed in two phases on a highly trusted digital platform that reaches half of India doctors.

• Phase 1: High-frequency video content was deployed in September, targeting specialists in critical care, pulmonology, and gastroenterology. This dynamic format aimed to create a strong, immediate impact and drive engagement.
• Phase 2: Static banners were introduced in October, offering concise and targeted messaging to reinforce key points from the video content.

Every element of the campaign was optimized to maximize reach, impressions, and click-through rates (CTR). Engagement metrics such as video views and banner clicks were closely monitored to ensure the campaigns success.

The campaign surpassed expectations with impressive outcomes:

• Reached 94,217 healthcare professionals, exceeding the target audience.
• Delivered 422,217 impressions, ensuring the message resonated across multiple specialties.
• Achieved a 9% CTR in the first month, with 20,891 clicks on video content.
• Maintained strong engagement with static banners, generating 11,182 clicks and a 6% CTR in the second month.
• Established a benchmark for digital healthcare marketing with measurable success in enhancing brand awareness and engagement.

Through precise targeting, impactful content, and strategic execution, the campaign not only reinforced trust in the product but also laid the groundwork for its continued success in the Indian healthcare market.