Background
Ischemic stroke requires rapid diagnosis and timely intervention. To strengthen awareness of an emergency thrombolytic therapy among frontline decision-makers, a focused digital education campaign was executed between March and June 2024.
The initiative was designed to reach neurologists and critical care specialists across India, ensuring consistent exposure to evidence-based educational content through a coordinated digital ecosystem.
Campaign Goal
The primary aim of the campaign was to improve awareness, recall, and engagement around stroke treatment protocols among high-impact clinical specialties. The campaign specifically sought to:
- Build strong awareness among neurologists and critical care physicians
- Deliver continuous medical education using visually rich infographics and weekly learning creatives
- Maximize engagement through direct channels such as WhatsApp
- Evaluate impact using engagement, reach, and performance metrics
Digital Strategy & Channels
A structured omnichannel strategy was adopted to maintain sustained visibility and reinforce learning across platforms:
- Medical Learning App & Website – Weekly banners helping reinforce key treatment messages
- Email Campaigns – Regular educational touchpoints for recall
- SMS & WhatsApp – High-impact direct communication to drive immediate engagement
This multi-platform presence ensured message continuity and repeated exposure across the HCP digital journey.
Campaign Performance Snapshot
| Metric | Outcome |
|---|---|
| Total Reach | 11,792 HCPs |
| Total Impressions | 186,495 |
| Total Engagements | 17,817 |
| CTR | 10% |
Audience Engagement Insights
Specialty Reach
- Neurologists: 2,670
- Critical Care Specialists: 9,122
Platform Effectiveness
- WhatsApp recorded a 54% open rate, emerging as the strongest engagement driver
- Website, app, and email channels delivered consistent week-on-week visibility
Geographic Impact
- Maharashtra: 33% of total views
- Tamil Nadu: 13%
- Delhi: 11%
Execution Approach
- Weekly release of educational creatives and learning banners
- Integrated delivery across owned and direct communication channels
- Emphasis on personalized WhatsApp outreach to strengthen recall
- Continuous monitoring using KPIs such as impressions, clicks, CTR, and qualitative HCP feedback
Key Outcomes at a Glance
| Performance Indicator | Result |
|---|---|
| HCP Reach | 11,792 |
| Engagements | 17,817 |
| CTR | 10% |
| WhatsApp Open Rate | 54% |
| High-Impact Regions | Maharashtra, Tamil Nadu, Delhi |
Conclusion
The campaign demonstrated the effectiveness of a content-led, omnichannel digital approach in building awareness for time-sensitive stroke treatment among specialist audiences.
Key successes
- Achieving a 10% CTR, exceeding typical healthcare digital benchmarks
- Leveraging WhatsApp to drive high open rates and sustained engagement
- Establishing strong visibility in high-priority medical regions
This case study reinforces how well-planned digital strategies can enhance education, engagement, and recall within specialized healthcare communities.
