Background & Goal
Low treatment adherence can compromise health outcomes. A six-month digital campaign was launched to equip healthcare professionals (HCPs) with practical tools and strategies to support adherence.
Strategy
- Audience: HCPs across India
- Channels: WhatsApp, medical learning platform, SMS
- Metrics: Reach, impressions, clicks, CTR, plus state-wise and specialty performance
Results
| Metric | Outcome |
|---|---|
| Reach | ~1,000,000 HCPs |
| Impressions | ~3,526,000 |
| Total Clicks | ~269,000 |
| Unique Clicks | ~206,000 |
| Overall CTR | ~8% |
| SMS CTR | ~7% |
| Top States | Delhi, Uttar Pradesh, Maharashtra |
| Peak Month | November (~65,700 clicks) |
| Best-responding Specialties | Hematology (41%), Rheumatology (22%), Nephrology (21%) |
Insights
- Multi-channel delivery (WhatsApp + app/web + SMS) ensured broad reach and solid CTR.
- Engagement rose over time, suggesting effective content tuning.
- Specialty and regional data highlighted high-value segments for future focus.
Recommendations
- Gather qualitative feedback on how HCPs apply the learnings.
- Measure downstream impact on patient adherence, not just click metrics.
- Prioritize high-engagement specialties and regions; address gaps elsewhere.
- Refresh content regularly—add case studies or interactive elements to sustain interest.