About
A leading pharmaceutical company in India launched a digital promotional campaign for its pain-relief medication used to manage conditions such as osteoarthritis and rheumatoid arthritis. The campaign was executed through a multi-touchpoint digital ecosystem designed to educate doctors and improve product awareness.
Campaign Overview
The campaign targeted General Physicians across India to build brand awareness, recall, and engagement for the pain-relief product. It was structured to combine educational and promotional content in varied formats and delivered through an omnichannel digital strategy.
Objective
- Increase awareness of the pain-relief medication among general medical practitioners
- Drive engagement with relevant and informative digital content
- Improve recall value for the product within the target audience
- Measure reach and interaction metrics that reflect campaign performance
Campaign Duration
May 2024 – August 2024 (three-month campaign period)
Target Audience
- General Physicians across India — a key decision-making group in prescribing or recommending pain-relief therapies
- Focus on doctors practicing in states with high physician density, such as Tamil Nadu, Uttar Pradesh, and Karnataka
Methodology
The campaign followed a structured omnichannel strategy to ensure maximum visibility, continuous engagement, and measurable interaction:
Channels used:
- Medical learning mobile application
- Dedicated web portal pages
- Targeted email campaigns
- SMS outreach
- WhatsApp broadcasts
- Banner placements in relevant digital properties
Strategic elements:
- Weekly thematic content rotations
- Diverse content formats to sustain interest
- Performance tracking across channels to optimize delivery
Content Development
Content was designed to be both informative and visually engaging, tailored to the interests and needs of doctors:
- Banner ads presenting key features of the medication
- Educational articles explaining clinical benefits and real-world usage
- Short videos highlighting product insights
- Interactive quizzes and infographics that reinforced learning and promoted participation
Execution Details
- Planning & Setup: Audience segmentation and channel selection were finalized, followed by creation of a structured weekly content calendar.
- Content Deployment: Approved clinical and promotional content was released sequentially across all digital channels as per schedule.
- Monitoring & Optimization: Campaign performance was tracked weekly, with minor optimizations made to improve reach and engagement.
Result
Campaign Performance Table
| Metric | Result |
|---|---|
| Total Reach | 151,938 doctors |
| Total Impressions | 1,827,170 |
| Total Clicks | 243,078 |
| Click-Through Rate (CTR) | 13% |
| Top Regions | Tamil Nadu (22%), Uttar Pradesh (16%), Karnataka (15%) |
| Primary Content Impact | High engagement across formats |
Key Highlights
- High Engagement: A prominent click-through rate (~13%) demonstrated strong resonance with content.
- Omnichannel Impact: Multi-touchpoint distribution enhanced reach and consistency of message delivery.
- Content Variety: Use of banners, articles, videos, and quizzes helped capture and retain audience attention.
- Regional Insights: Engagement strength varied across states, providing direction for future targeting strategies.
Conclusion
The digital campaign successfully met its objectives by effectively raising awareness and driving meaningful engagement among the target physician audience. By employing an omnichannel strategy backed by diverse content and real-time performance tracking, the initiative not only strengthened product recall but also delivered high levels of interaction. Regional performance and content insights will be valuable for designing even more targeted campaigns in future efforts.
