Objective
To enhance awareness among psychiatrists regarding a therapy for anxiety disorders and insomnia, highlighting its 1 mg and 2 mg strengths, rapid onset, and prolonged effect.
Strategy
- Duration: July–August 2024
- Target Audience: Psychiatrists across India
- Approach: Digital CME-led awareness campaign through:
- In-app/web banners
- Emailers
- WhatsApp outreach
- Creatives: Three sequential GIFs showcasing key therapy benefits (availability, quick onset, long duration).
Execution
- Message Flow:
- Therapy availability (1 mg & 2 mg)
- Fast onset of action
- Sustained therapeutic effect
- Tracking: State-wise monitoring to analyse regional performance.
Results
| Metric | Outcome |
|---|---|
| Reach | 6,211 psychiatrists |
| Impressions | 126,146 |
| Clicks | 5,893 |
| CTR | ~5% (above 4% benchmark) |
| Target Achievement | +19% above goal |
| Top Performing States | Maharashtra, Telangana, Tamil Nadu, Delhi |
Insights
- Sequential creatives improved recall and engagement.
- Benefit-driven content outperformed generic therapy messages.
- Multichannel approach (app + email + WhatsApp) ensured repeated exposure.
- Regional focus helped identify high-performing zones for future targeting.
Conclusion
The AI-enabled digital CME campaign effectively boosted awareness and engagement among psychiatrists. Clear benefit communication, structured creative rollout, and omnichannel delivery led to superior results – positioning the client as an educational partner rather than a promoter.
