Background
Hereditary Angioedema (HAE) is a rare, potentially life-threatening genetic disorder characterized by recurrent episodes of swelling affecting the skin, gastrointestinal tract, and upper airway. Due to its low prevalence and variable clinical presentation, HAE is frequently underdiagnosed or misdiagnosed, resulting in delayed treatment and increased risk to patients.
In India, limited awareness among clinicians and overlap with more common allergic conditions further compound these challenges. To address this unmet need, a structured digital awareness and education campaign was executed to improve disease understanding among relevant medical specialists.
Campaign Objectives
The campaign was designed with the following objectives:
- To increase awareness and clinical understanding of HAE among targeted healthcare professionals
- To engage relevant medical specialties through credible, evidence-based educational content
- To support early diagnosis and appropriate disease management through scientific communication
- To drive meaningful interactions and interest for ongoing medical education initiatives
Targeted specialties included Pediatrics, Emergency Medicine, Dermatology, and Rheumatology, given their likelihood of encountering patients with angioedema-related symptoms.
Strategy & Execution
An omnichannel digital engagement approach was implemented to ensure consistent reach and repeated exposure across multiple touchpoints:
- Educational webinars led by experts focusing on disease pathology, diagnostic challenges, and management approaches for HAE
- Digital outreach through multiple formats including app notifications, emails, and SMS to disseminate educational messages and webinar invitations
- Display and visual assets such as banners and scrollers to reinforce awareness and prompt engagement
- Tele-calling support with interested healthcare professionals to facilitate participation in educational activities
This integrated approach enabled both broad disease awareness and deeper clinical engagement.
Campaign Performance & Results
| Metric | Outcome |
|---|---|
| Healthcare Professionals Reached | 15,178 |
| Total Impressions | 18,128 |
| Total Interactions | 1,302 |
| Overall Click-Through Rate (CTR) | 7% |
The campaign achieved strong engagement metrics for a rare disease awareness initiative, reflecting sustained interest from the targeted specialist audience.
Key Insights
- Strong omnichannel visibility improved recall and engagement among busy clinicians
- Disease-focused, clinically relevant education drove meaningful interactions
- Educational webinars served as a key driver of interaction depth and engagement
Conclusion
The digital awareness campaign successfully addressed a critical gap in rare disease education by reaching and engaging relevant healthcare professionals through a structured, multi-channel approach. The initiative demonstrated the effectiveness of targeted digital medical education in improving disease awareness and supporting informed clinical decision-making.
This case study highlights the role of omnichannel engagement strategies in advancing education and awareness for rare and complex medical conditions.
