Overview
A leading women’s health initiative launched a nationwide digital awareness campaign to educate gynecologists across India about effective management solutions for heavy menstrual bleeding (HMB). The objective was to strengthen clinical understanding, promote confidence in advanced treatment options, and drive awareness through a consistent digital presence.
The campaign was executed over seven months (March to August 2025), using multiple digital platforms including a medical networking app, web portal, WhatsApp, SMS, and email. The approach focused on connecting with healthcare professionals through credible, data-driven, and patient-focused content.
Campaign Approach
The digital journey was divided into three key stages:
- Perception Analysis Survey – Conducted to identify current awareness levels and knowledge gaps among gynecologists.
- Top-of-the-Funnel (TOF) Awareness Phase (March–May 2025) – Focused on creating broad visibility through GIFs, banners, videos, and podcasts highlighting clinical effectiveness in managing HMB.
- Bottom-of-the-Funnel (BOF) Engagement Phase (May–August 2025) – Strengthened clinical credibility through webinars, expert talks, and real-world case discussions that addressed misconceptions and shared practical applications.
Each stage was designed to combine medical education with empathy, ensuring that the communication was both evidence-based and patient-centered.
Methodology
The campaign used an omnichannel strategy, ensuring doctors were reached across multiple touchpoints. Educational storytelling and interactive tools were the core focus, transforming digital engagement into learning opportunities.
The initiative prioritized:
- Visual and interactive formats (videos, GIFs, and podcasts)
- Region-wise content distribution to maximize engagement
- A blend of awareness and deep learning phases for long-term recall
Results and Performance
The campaign achieved strong outcomes across every phase:
| Metric | TOF (Mar–May 2025) | BOF (May–Aug 2025) |
|---|---|---|
| Reach | 19,922 gynecologists | 19,922 gynecologists |
| Impressions | 2,06,780 | 2,77,722 |
| Total Clicks | 10,227 | 23,670 |
| Click-Through Rate (CTR) | 6% | 9% |
Key highlights:
- Over 5,17,000 impressions and 33,000+ total clicks were generated.
- Average engagement time: 88 seconds per content piece, showing sustained doctor interest.
- WhatsApp, app/web, and SMS channels contributed to over 90% of total clicks.
- Top-engaged regions: Maharashtra, Delhi, Karnataka, Madhya Pradesh, and Uttar Pradesh.
Insights
- The perception survey revealed that while awareness was high, many doctors sought more clarity on clinical applications.
- Webinars and podcasts maintained an engagement time above 85 seconds, highlighting the effectiveness of interactive learning.
- Consistent content across multiple platforms helped establish trust and improved recall.
Conclusion
The campaign proved that a well-structured digital learning strategy can successfully educate and engage healthcare professionals. By blending clinical accuracy with empathetic communication, it created a strong connection with doctors and improved awareness of advanced treatment options for women’s health issues.
This initiative stands as a model for effective, data-driven digital healthcare outreach, showcasing how technology can bridge knowledge gaps and strengthen confidence in patient care.
