Introduction
In today’s healthcare landscape, digital marketing has emerged as a powerful tool for engaging healthcare professionals (HCPs) at scale. A recent digital campaign, running from May to August 2024, demonstrated how structured content strategies and diversified delivery methods can significantly enhance engagement, brand recall, and physician education—particularly within the analgesic therapy segment.
Campaign Objective
The campaign was designed to:
- Increase awareness and recall of an analgesic solution.
- Engage General Physicians (GPs) across India.
- Educate HCPs through structured medical content.
- Leverage omnichannel strategies for deeper reach.
Campaign Strategy
The campaign followed an omnichannel digital marketing approach, engaging GPs through:
- Medical learning platforms (web and mobile)
- Email newsletters
- WhatsApp communication
- In-app banners and push notifications
- Educational content (videos, articles, quizzes, infographics)
Weekly Thematic Distribution
Each week focused on a specific format to sustain interest:
| Week | Content Focus | Medium Used |
|---|---|---|
| 1 | Articles | App, Website |
| 2 | Infographics | App, WhatsApp |
| 3 | Quizzes | Email, App |
| 4 | Expert Videos | App, Website, Email |
Results Overview
| Metric | Value |
|---|---|
| Total Reach | 151,938 HCPs |
| Impressions | 1,827,170 |
| Clicks | 243,078 |
| CTR (Click Rate) | 13% |
Top Performing Regions
| State | % of Total Reach |
|---|---|
| Tamil Nadu | 22% |
| Uttar Pradesh | 16% |
| Karnataka | 15% |
Engagement Highlights
- Over 243K clicks on campaign elements (banners, quizzes, and videos).
- High repeat engagement due to educational content tailored for General Physicians.
- Balanced mix of passive (videos, infographics) and active (quizzes) engagement formats.
Weekly Engagement Trends
| Week | Clicks |
|---|---|
| 1 | 52,000 |
| 2 | 63,000 |
| 3 | 61,000 |
| 4 | 67,078 |
Omnichannel Breakdown
| Channel | Contribution (%) |
|---|---|
| Mobile App | 45% |
| Website | 20% |
| 15% | |
| 10% | |
| SMS | 10% |
Insight: The mobile app proved to be the most effective platform, reinforcing the importance of doctor-friendly, on-the-go content delivery.
Conclusion
This case study demonstrates that structured, educational, and platform-agnostic content delivery can drive superior engagement among healthcare professionals. The digital campaign not only met but exceeded engagement benchmarks through:
- A clear content calendar
- Diverse formats for sustained interest
- Geographic targeting for maximized impact
- Insight-driven optimization