Overview
A leading pharmaceutical company partnered with a digital medical platform to gather rapid, actionable feedback from healthcare professionals (HCPs) about two key therapeutic products. The campaign targeted consulting physicians, diabetologists, endocrinologists, and nephrologists using a mix of email and SMS for survey distribution.
Objectives
- Collect 100+ validated HCP responses per survey in one month
- Analyze HCP feedback to improve product perception and engagement
- Reach a broad, focused audience and drive multi-channel participation
Method
- Surveys distributed via email and SMS, using a custom online form
- Targeted and repeated outreach to relevant specialities
Table 1: Campaign Performance
| Metric | Product Survey 1 | Product Survey 2 |
|---|---|---|
| HCPs Reached | 79,542 | 74,287 |
| Impressions | 184,734 | 167,802 |
| Total Responses | 115 | 111 |
| Engagements | 3,134 | 2,641 |
| Click-through Rate (%) | 2 | 2 |
| Conversion Rate (%) | 4 | 4 |
Key Insights
- Each HCP was exposed to the campaign at least four times monthly, boosting engagement
- Both survey response goals were surpassed within one month
- Highest participation in Survey 1: Consultant Physicians (46%), followed by Diabetologists (31%) and Endocrinologists (23%)
- Survey 2: Consultant Physicians (52%), Nephrologists (48%)
Conclusion
A focused, multi-channel digital survey campaign proved effective in securing timely HCP feedback, surpassing engagement targets, and delivering valuable insights for future product and marketing strategies.