Background
In observance of World Kidney Day (WKD) 2024, a digital health platform initiated a nationwide awareness campaign aimed at educating doctors about the growing prevalence of Chronic Kidney Disease (CKD) among diabetic patients. Given that 1 in 3 adults with diabetes may also suffer from CKD, the campaign focused on early detection, proactive screening, and enhancing awareness within the medical community.
Objective
The core goal was to:
- Raise awareness of CKD as a common comorbidity in diabetes.
- Encourage early screening and diagnosis among diabetic patients.
- Deliver relevant, high-impact educational content to healthcare professionals across India.
Strategy
The campaign ran for one week, from March 14 to March 20, 2024, and used a multi-channel digital strategy. Content was distributed through:
- In-app banners and notifications
- Email outreach
- SMS alerts
- Educational videos and infographics
The central message highlighted how CKD can often go unnoticed in patients already being managed for diabetes, under the theme:
“While You Focus on Managing Diabetes, the Threat of CKD May Go Unnoticed.”
Execution
The campaign specifically targeted physicians in specialties most aligned with diabetes and kidney health, such as general practitioners, cardiologists, and nephrologists. A wide dissemination network was utilized to maximize visibility and engagement.
Key Performance Indicators
- Doctors Reached: 9,120
- Total Impressions: 72,016
- Total Clicks: 1,946
- Click-Through Rate (CTR): 3% (well above the average for educational content)
Geographic Insights
The campaign observed notable engagement from Madhya Pradesh and West Bengal, together accounting for 64% of the total views, demonstrating strong regional traction and interest.
Conclusion
This WKD campaign successfully educated and engaged thousands of healthcare professionals on the hidden risks of CKD in diabetic patients. The above-average CTR and strong regional response confirm that focused, specialty-driven digital campaigns can be powerful tools in public health education.
The case also highlights the value of using digital platforms tailored to the medical community to ensure that critical health information reaches the right audience at the right time.
