Overview
A digital campaign was conducted from March to June 2024 with the objective of increasing awareness about an emergency thrombolytic treatment used in managing ischemic stroke. The initiative specifically targeted neurologists and critical care specialists across India.
The campaign leveraged multiple digital touchpoints including a medical learning app, website, emailers, SMS, and WhatsApp to deliver consistent educational content and ensure deeper engagement with healthcare professionals (HCPs).
Campaign Objectives
- Enhance awareness among neurologists and critical care specialists.
- Deliver medical education through visually appealing infographics and weekly learning banners.
- Leverage WhatsApp and other direct channels for higher engagement.
- Measure effectiveness through both qualitative (brand recall, perception) and quantitative (reach, CTR) metrics.
Campaign Results
| Metric | Performance |
|---|---|
| Reach | 11,792 HCPs |
| Impressions | 186,495 |
| Clicks / Engagements | 17,817 |
| CTR | 10% |
Engagement Breakdown
- Specialties Engaged:
- Neurologists: 2,670
- Critical Care Specialists: 9,122
- Platform Impact:
- WhatsApp achieved a 54% open rate, highlighting strong engagement.
- Website, app, and email provided consistent week-on-week visibility.
- Regional Highlights:
- Maharashtra: 33% of total views
- Tamil Nadu: 13%
- Delhi: 11%
Methodology
- Weekly educational content banners shared across multiple platforms.
- Omni-channel approach combining app + website + direct messaging.
- Strong focus on personalized WhatsApp communication to build recall.
- Campaign performance tracked through KPIs like impressions, clicks, and CTR, along with feedback from HCPs.
Key Highlights
| Key Metric | Outcome |
|---|---|
| Total Reach (HCPs) | 11,792 |
| Total Impressions | 186,495 |
| Total Engagements | 17,817 |
| CTR | 10% |
| WhatsApp Open Rate | 54% |
| Strongest Regions | Maharashtra, Tamil Nadu, Delhi |
Conclusion
The campaign successfully achieved its objective of creating strong awareness among neurologists and critical care specialists. Through a carefully planned content-driven, multi-channel approach, it was able to:
- Surpass industry-average CTRs with a 10% click-through rate.
- Drive meaningful engagement via WhatsApp with a 54% open rate.
- Establish strong regional impact in Maharashtra, Tamil Nadu, and Delhi.
This case illustrates how targeted digital campaigns in healthcare can effectively strengthen awareness, foster engagement, and build lasting recall among specialized medical communities.