Background
A major vaccine campaign was designed to educate healthcare professionals (HCPs) about Herpes Zoster (Shingles) and the importance of prevention in adults over 50. The dual focus was to build disease awareness and generate verified leads for future engagement.
Objectives
- Increase recall and knowledge of the vaccine among targeted HCPs.
- Drive engagement across multiple touchpoints.
- Capture and verify high-quality leads for follow-up by the medical team.
Strategy
The campaign began with a pre-survey to assess baseline awareness and adjust messaging accordingly. Outreach was conducted via an omnichannel approach – website, medical app, email, SMS, WhatsApp, and telecalling – ensuring consistent visibility. A dedicated landing page provided detailed vaccine information and included a lead form for interested HCPs. Leads were further validated through tele-verification to confirm genuine interest.
Results
- Reach: ~206,200 HCPs
- Impressions: ~2.45 million across channels
- Clicks: ~195,640 (CTR ~8%)
- Verified Leads: 707 confirmed through telecalling
- Survey Insight: 71.8% of HCPs agreed the vaccine is effective in adults 50+ with prior chickenpox history
Key Insights
- The pre-survey step helped refine communication and avoid redundant messaging.
- An omnichannel strategy significantly increased both visibility and engagement among specialists.
- Tele-verification proved vital to filter genuine leads from raw responses.
- Educational content focusing on vaccine efficacy and risk reduction resonated strongly with specialists.