Objective
To increase awareness, engagement, and ordering of a 7-vaccine portfolio among pediatricians, general physicians, and pulmonologists through an integrated digital + telecalling approach.
Campaign Framework (At a Glance)
| Component | Strategy Used |
|---|---|
| Target Audience | Pediatricians, GPs, Pulmonologists |
| Channels Used | App, Website, Email, SMS, WhatsApp, Tele-calling |
| Key Assets | Vaccine microsite, ordering portal, reminder system |
| Engagement Tools | Notifications, follow-up calls, behavioural nudges |
| Duration | FY 2021 – April 2024 |
Performance Metrics
| Metric | Value |
|---|---|
| Total Unique HCPs Reached | 162,198 |
| Total Impressions | 12,152,586 |
| Total Clicks | 1,157,631 |
| CTR | 10% |
| Add to Cart (ATC) | 18,458 |
| ATC → Order Conversion | 9% |
| Total Orders Placed | 1,704 |
| Successful Deliveries | 239 |
| Order → Delivery Conversion | 14% |
Key Insights
- Multi-channel outreach significantly increased engagement among busy HCPs.
- Providing vaccine information + ordering in one place reduced friction.
- Reminder flows and tele-calling improved conversions.
- Strong scalability shown by 160k+ doctors reached.
Conclusion
This campaign shows that an integrated omnichannel approach can significantly improve vaccine awareness, engagement, and ordering among healthcare professionals. By combining digital outreach with tele-calling and a centralized information-plus-ordering platform, the initiative reached a large HCP base and generated measurable conversions. The results highlight that a structured, multi-touch strategy is both scalable and effective for driving vaccine uptake and strengthening brand recall in a competitive healthcare landscape.