Pharma To Date

The case study outlines the successful execution of a digital campaign focused on increasing awareness of Darbepoetin Alfa, a treatment for anemia related to chronic kidney disease (CKD) or chemotherapy-induced anemia. This treatment works by stimulating bone marrow to increase red blood cell production, addressing a critical need in both nephrology and oncology. The campaign aimed to educate healthcare professionals (HCPs) and drive engagement through a multi-channel strategy that included webinars, video recordings, and various digital touchpoints.

Objectives: The main goals of the campaign were:

1. Increase Brand Awareness: Elevate the visibility of the treatment among healthcare professionals across various specialties.
2. Facilitate Knowledge Sharing: Use webinars as a platform to disseminate high-quality, research-backed information on anemia management.
3. Enhance HCP Engagement: Foster deeper engagement with the target audience through a mix of digital touchpoints.

Methodology: The campaign adopted a structured approach to achieve its objectives, implementing a comprehensive digital strategy that involved multiple platforms and communication channels:

1. Webinars and Video Content Creation:
   • The campaign centered on producing educational content, which involved recording and editing 200 webinars on topics related to chronic kidney disease and anemia management.
   • Each video was developed in collaboration with HCPs who provided expert insights, and the content was aligned with presentation materials to ensure coherence and educational value.
   • The webinars were hosted on a dedicated platform and published after approval, making them accessible to the target audience.
2. Multi-Channel Promotion:
   • To maximize outreach, the campaign utilized a variety of digital touchpoints, including email, SMS, WhatsApp, and a proprietary healthcare engagement platform.
   • A microsite was created to serve as a central hub for knowledge dissemination, where the webinars were featured alongside supporting scientific content.
   • Invitations for the webinars were sent through scheduled digital communication, ensuring that HCPs were well-informed about the sessions.
3. Regular Engagement and Follow-Up:
   • Each HCP was engaged 1-2 times per month through various communication channels, maintaining a continuous connection and keeping the audience informed about upcoming webinars and new content.
   • Feedback was collected after each session, allowing for ongoing optimization of the content and engagement strategies.
4. Performance Tracking and Reporting:
   • The campaign tracked key metrics such as reach, impressions, and click-through rates (CTR) to assess the effectiveness of the strategy.
   • Reports were generated after each webinar, capturing engagement levels and identifying areas for improvement.

Results: The campaign demonstrated significant success in achieving its objectives, as shown by key metrics:

• Widespread Reach: Each video reached an average of 500 unique healthcare professionals, contributing to a total of 200 videos produced over the campaign duration.
• High Visibility and Engagement: The campaign garnered an average of 1,255 impressions per video, signalling substantial visibility within the healthcare community. The webinars achieved an average CTR of 6%, indicating that the content was effective in driving audience actions.
• Strong Interaction Rates: The webinars received an average of 78 interactions per session, highlighting the relevance and appeal of the educational content. This engagement rate equated to approximately 16% of the total reach, demonstrating that the webinars resonated well with the audience.

Conclusion: The campaign effectively leveraged a multi-channel digital strategy to enhance awareness and knowledge-sharing around anemia management for healthcare professionals. By focusing on educational webinars supported by various digital touchpoints, the initiative succeeded in reaching a wide audience and driving meaningful engagement. The structured approach to video content creation, coupled with targeted promotion and continuous follow-up, ensured sustained visibility and impact throughout the campaign. This case study exemplifies the value of using integrated digital strategies in healthcare marketing to address specific medical conditions and foster professional education.