About the Product
This legacy respiratory brand combines Beclomethasone (ICS) and Levosalbutamol (SABA) to offer both immediate asthma relief and long-term inflammation control. It aligns with GINA 2023 guidelines and supports use in mild asthma cases. Its dual-action mechanism ensures both symptom relief and lung protection.
Campaign Overview
The marketing campaign was launched to:
- Reinforce brand recall
- Promote the product’s clinical relevance among General and Consulting Physicians
- Emphasize updated GINA guidelines supporting ICS-SABA therapy
Duration: 6+ months
Target Region: Kerala
Target Audience: 8,517 HCPs (6,623 General Physicians + 1,894 Consulting Physicians)
Methodology
Hidoc Dr. led an omnichannel digital campaign, executing nine sequential banners distributed via:
- Hidoc App
- Web
- SMS
Each banner highlighted the product’s alignment with updated asthma care guidelines, using:
- Educational and clinical messages
- Call-to-action designs
- Strategic sequencing to reinforce recall
Performance Metrics Tracked:
- Reach
- Impressions
- Clicks
- Click-through rate (CTR)
Results Summary
| Metric | Value |
|---|---|
| Reach | 8,517 physicians |
| Impressions | 5,33,822 |
| Clicks | 30,156 |
| CTR | 6% |
Note: Industry benchmarks for pharma digital engagement often range between 3–6%, highlighting this campaign’s strong performance.
Key Highlights
- Successfully reached 100% of targeted physicians in Kerala.
- Delivered over 5.3 lakh impressions through nine creative phases.
- Achieved 30,156 clicks, demonstrating ongoing engagement.
- Maintained a 6% CTR, consistent with top-tier digital pharma campaigns.
- Utilized a strategic omnichannel approach for maximum visibility.
Figures
Figure 1: Campaign Performance Breakdown
| Channel | Banner Phases | Contribution to Clicks |
|---|---|---|
| App | 9 | High |
| Web | 9 | Moderate |
| 9 | High | |
| 9 | Moderate | |
| SMS | 9 | Supporting |
Figure 2: CTR Trends Across Banners
| Phase | Click Contribution |
|---|---|
| Phase 1 | 5.4% |
| Phase 2 | 5.9% |
| Phase 3 | 6.1% |
| Phase 4 | 6.0% |
| Phase 5 | 6.2% |
| Phase 6 | 5.8% |
| Phase 7 | 6.0% |
| Phase 8 | 6.3% |
| Phase 9 | 6.4% |
Conclusion
The Legacy Respiratory Brand Campaign successfully revitalized Aerocort’s positioning among physicians by aligning with current clinical guidance and using data-driven digital outreach. With over 30,000 clicks, 5.3 lakh impressions, and a steady CTR of 6%, the campaign showcased how legacy brands can maintain relevance through modern, education-first strategies. Hidoc Dr.’s platform ensured high-impact delivery, reinforcing the product’s trusted status in asthma care.
