Background
With increasing emphasis on preventive healthcare, vaccines play a critical role in reducing disease burden across populations. However, evolving immunization guidelines, busy clinical schedules, and varying levels of awareness can limit consistent adoption among healthcare professionals. To address this challenge, HiDoc Dr. executed a structured digital engagement campaign aimed at strengthening vaccine awareness and driving meaningful interactions with healthcare professionals across India.
The campaign was conducted from 5th September 2025 to 30th October 2025 and targeted paediatricians, general practitioners, and consulting physicians, using a coordinated mix of digital and direct engagement channels.
Objectives
The primary objectives of the campaign were to:
- Improve awareness of adult and paediatric vaccination guidelines among healthcare professionals
- Drive sustained engagement through educational and interactive touchpoints
- Encourage intent-based actions such as content downloads, webinar participation, and follow-up requests
- Position the vaccine portfolio as safe, effective, and aligned with public health priorities
Methodology
A multi-touch, omni-channel approach was deployed to ensure consistent communication and high recall:
- Educational Digital Creatives: Banners, short videos, and GIF-based creatives delivering concise scientific messages
- Dedicated Learning Microsite: Centralized access to educational resources, guideline summaries, and action-oriented CTAs
- Webinars & Expert Sessions: Topic-specific sessions led by experienced clinicians focusing on real-world immunization challenges
- Email, SMS & WhatsApp Outreach: Reminder-driven and value-based communication to reinforce key messages
- Targeted Follow-Ups: Structured outreach to engage highly interested doctors and address queries
- Analytics & Performance Tracking: Ongoing monitoring of reach, engagement, and conversions to refine campaign execution
This integrated framework ensured repeated exposure, improved knowledge retention, and multiple pathways for engagement.
Results
The campaign delivered strong performance across awareness, engagement, and intent-driven metrics.
Campaign Performance Summary
| Metric | Outcome |
|---|---|
| Total Reach | 18,240 healthcare professionals |
| Total Impressions | 82,615 |
| Clicks & Interactions | 5,120 |
| Click-Through Rate (CTR) | 6.2% |
| Webinar Registrations | 430 |
| High-Intent Follow-Up Requests | 138 |
Key Insights
- Preventive healthcare content drives engagement: Clear, guideline-based messaging resonated well across specialties
- Omni-channel execution enhances recall: Multiple touchpoints reinforced learning and improved response rates
- Analytics-led refinement improves outcomes: Continuous performance tracking enabled timely optimization of creatives and channels
- WhatsApp campaigns achieved high open and engagement rates, supporting timely dissemination of guideline updates
- Webinars witnessed strong live attendance with sustained on-demand viewing post-session
- The microsite recorded consistent repeat visits, indicating continued interest in educational content
- Follow-up requests reflected growing intent for deeper clinical discussions and implementation
Conclusion
This case study highlights the effectiveness of an integrated digital engagement strategy in advancing vaccine awareness among healthcare professionals. By combining educational content, expert-led discussions, and data-driven outreach, the campaign achieved measurable improvements in awareness, engagement, and intent—demonstrating the value of structured omni-channel approaches in modern healthcare communication.