Overview
A leading multinational pharmaceutical company executed a nationwide medical awareness campaign targeting healthcare professionals across India. The objective was to enhance awareness of a gastrointestinal treatment through high-quality educational content, while ensuring measurable engagement from the medical community.
The campaign ran from 16th June to 10th August 2025 and focused on two key specialties: Consulting Physicians and Surgeons.
Methodology
An omnichannel strategy was adopted, ensuring maximum visibility across platforms most frequented by doctors:
- Digital Channels: Mobile app, website, microsite, and roadblock ads.
- Direct Communication: Emailers, SMS notifications, and WhatsApp promotions.
- Content Strategy: 4 infographics and 4 case studies delivered over 8 weeks.
A dedicated microsite was created to consolidate resources, while campaign performance was monitored in real-time, focusing on reach, impressions, clicks, and CTR.
Results at a Glance
| Metric | Performance |
|---|---|
| Reach | 92,087 doctors |
| Impressions | 394,732 |
| Clicks | 35,039 |
| CTR | 9% (blended) |
| Content Impact | High |
Key Highlights
- The campaign successfully reached over 92,000 healthcare professionals.
- Achieved 35,039 clicks, exceeding the target of 33,151 engagements.
- Maintained an impressive 9% blended CTR, with peak performance of 11%.
- Consistent engagement levels throughout the campaign demonstrated strong content relevance and audience interest.
Conclusion
The campaign effectively achieved its objective of driving awareness and engagement among physicians and surgeons across India. The strategic omnichannel approach combined with educational medical content not only surpassed the engagement targets but also reinforced the company’s credibility as a trusted partner in advancing healthcare knowledge.
