Overview
A digital awareness campaign was executed to enhance visibility and strengthen recall for a leading medication used in the management of anxiety disorders and insomnia. The initiative targeted psychiatrists across India, emphasizing the product’s quick onset of action and sustained therapeutic effect.
Conducted over two months (July–August 2024), the campaign leveraged multiple digital platforms—mobile app, website, email, and WhatsApp—to engage healthcare professionals with credible, evidence-based communication that supports better patient care.
Objectives
- Increase awareness of the therapeutic solution among psychiatrists pan-India.
- Highlight clinical advantages such as rapid relief and prolonged effectiveness.
- Foster continuous engagement through CME-based (Continuing Medical Education) creatives.
- Surpass engagement benchmarks measured via reach, impressions, and CTR.
Methodology
The campaign deployed three GIF-based CME creatives (GIF 1, GIF 2, and GIF 3), each focusing on a distinct benefit of the medication.
A multi-channel strategy ensured consistent exposure and engagement:
- App and Web placements for high-visibility medical touchpoints.
- Email and WhatsApp campaigns for direct, personalized communication.
- State-wise tracking and performance analytics to identify top engagement regions.
The campaign’s success was measured using digital KPIs—reach, impressions, clicks, and CTR (Click-Through Rate).
Results
| Performance Metric | Description | Target | Achieved | Achievement (%) |
|---|---|---|---|---|
| Reach | Number of psychiatrists engaged across India | 6,000 | 6,211 | 104% |
| Impressions | Total views generated across all digital channels | 120,000 | 126,146 | 105% |
| Clicks | Number of interactions on campaign creatives | 4,969 | 5,893 | 119% |
| CTR (Click-Through Rate) | Ratio of clicks to impressions | 4% | 5% | 125% |
Regional Performance
| Top Performing States | Share of Total Reach |
|---|---|
| Maharashtra | 28% |
| Telangana | 13% |
| Tamil Nadu | 12% |
| Delhi | 11% |
| Others | 36% |
Key Insights
- GIF 2 and GIF 3 achieved the strongest engagement (CTR 5%), validating the effectiveness of symptom-management messaging.
- Sustained weekly impressions ensured consistent visibility throughout the campaign duration.
- The integrated digital approach created measurable impact, surpassing planned engagement targets.
Conclusion
The two-month digital awareness campaign achieved outstanding engagement and recall among psychiatrists across India. By combining multi-channel outreach with educational content, it successfully exceeded all major KPIs, strengthening trust and awareness within the medical community.
The campaign serves as a model for future digital medical initiatives, demonstrating that targeted, data-driven communication—supported by regional insights and interactive creatives—can significantly enhance healthcare engagement outcomes.
