Overview
A targeted healthcare campaign was designed to strengthen product awareness and recall among healthcare professionals across East India. The campaign focused on a cardiovascular therapy indicated for conditions including hypertension, angina pectoris, myocardial infarction, functional heart disorders, and migraine prophylaxis.
The campaign was designed to engage healthcare professionals in General Medicine, Consulting Practice, and Cardiology, with a particular focus on General Physicians, Consulting Physicians, and Cardiologists across West Bengal, Bihar, Assam, Odisha, Jharkhand, and North East India.
The initiative aimed to increase campaign visibility, drive meaningful HCP engagement, and generate qualified leads through a combination of digital and direct outreach activities.
Campaign Approach
The campaign adopted an omnichannel HCP engagement strategy to maximize reach and awareness across the targeted regions.
Multiple communication channels and engagement formats were utilized, including:
- Healthcare professional applications
- Websites
- SMS
- Targeted advertising
- Webinars
- Tele-calling
- Dedicated microsite
A dedicated microsite was developed to provide HCPs with campaign-related information, while doctors were directed to a dedicated marketing page designed to communicate the campaign objectives and key information.
The campaign maintained consistent HCP engagement, with healthcare professionals interacting with the campaign approximately 1–2 times weekly.
Methodology
The campaign followed a structured approach combining specialty-based HCP targeting, omnichannel communication, lead generation, webinars, and tele-calling.
The target audience was identified across the East Indian states, comprising 39,296 General Physicians, 11,241 Consulting Physicians, and 607 Cardiologists.
The campaign leveraged multiple digital touchpoints, including the healthcare professional app and website, text messages, and emails. HCPs were directed toward a dedicated marketing page to encourage further interaction and engagement.
A structured lead-acquisition process was also implemented. Interested doctors were encouraged to complete an interest form, after which the tele-calling team contacted them to provide additional information. The calling team was trained using a prepared script to ensure consistent communication of the campaign’s key messaging.
Webinars were incorporated as an additional engagement and lead-generation opportunity, helping extend the campaign beyond digital advertising and direct outreach.
This integrated methodology brought together targeted HCP outreach, digital communication, educational webinars, and assisted engagement to create a comprehensive campaign journey.
Result
The campaign generated strong reach, visibility, engagement, and lead-generation outcomes among healthcare professionals.
The campaign achieved:
- Reach: 71,699 healthcare professionals
- Impressions: 983,394
- Interactions/Clicks: 55,731
- CTR: 6%
- Primary Leads: 901
- Webinar Leads: 218
- Total Leads: 1,119
The campaign reached 71,699 healthcare professionals and generated 983,394 impressions. Content engagement was strong, with 55,731 interactions and a 6% CTR, demonstrating meaningful interaction with the campaign messaging.
Lead generation also significantly exceeded the initial target of 600 leads. The campaign generated 901 leads, while webinar marketing contributed an additional 218 leads, resulting in a total of 1,119 leads.
Conclusion
The campaign demonstrates how an integrated omnichannel strategy can help healthcare initiatives expand their reach and engagement among targeted HCP segments across a geographically diverse market.
By combining specialty-focused HCP targeting, digital communication, a dedicated microsite, webinars, lead-generation activities, and tele-calling, the campaign created multiple opportunities for healthcare professionals to interact with the campaign.
With 71,699 HCPs reached, 983,394 impressions, 55,731 interactions, and 1,119 total leads against an initial target of 600, the campaign highlights the effectiveness of a coordinated digital and assisted-engagement approach for driving awareness and qualified HCP engagement.
