Overview
A healthcare-focused campaign was launched with the objective of enhancing product awareness and recall among healthcare professionals (HCPs) in East India. The initiative specifically targeted General Physicians, Consulting Physicians, and Cardiologists across West Bengal, Bihar, Assam, Orissa, Jharkhand, and the North Eastern states.
By employing a comprehensive multi-channel marketing strategy – combining digital and offline outreach – the campaign aimed to increase engagement, visibility, and qualified lead generation within the medical community.
Methodology
Target Audience
- General Physicians: 39,296
- Consulting Physicians: 11,241
- Cardiologists: 607
Campaign Approach
- Microsite Development – A dedicated microsite was created to serve as a central hub for campaign content and resources.
- Omni-Channel Marketing – Outreach was conducted via app notifications, website content, emails, and text messages to ensure repeated visibility.
- Direct Engagement – Doctors were directed to specialized landing pages highlighting the campaign objectives and clinical relevance.
- Lead Generation Process – Interested doctors filled out forms, followed by personalized tele-calling to nurture leads.
- Webinars – Interactive online sessions were hosted to enhance knowledge sharing and direct engagement with HCPs.
Key Highlights
- Duration: November 2022 – May 2023
- Reach: 71,699 healthcare professionals
- Impressions: 983,394
- Interactions: 55,731 (engagement rate demonstrating strong relevance)
- Click-Through Rate (CTR): 6%
- Lead Generation:
- Target: 600 leads (100/month average)
- Achieved: 901 leads
- Webinar Leads: 218
- Total Leads Generated: 1,119 (surpassing goals by 86%)
Conclusion
This case study demonstrates how a strategic combination of microsite marketing, omni-channel engagement, webinars, and tele-calling can effectively drive awareness and surpass lead-generation goals in the healthcare sector. By leveraging data-driven targeting and continuous performance tracking, the campaign succeeded in strengthening its presence among doctors in East India, setting a benchmark for future healthcare marketing initiatives.
