Background
A major vaccine campaign was designed to educate healthcare professionals (HCPs) about Herpes Zoster (Shingles) and the importance of prevention in adults over 50. The dual focus was to build disease awareness and generate verified leads for future engagement.
Objectives
- Increase recall and knowledge of the vaccine among targeted HCPs.
- Drive engagement across multiple touchpoints.
- Capture and verify high-quality leads for follow-up by the medical team.
Methodology
A phased, data-driven methodology was followed to ensure effective awareness creation and quality lead generation. Targeted HCP segmentation was conducted to reach relevant specialties, followed by a pre-campaign survey to assess baseline awareness and refine messaging. Educational content was disseminated through an omnichannel mix including web, app, email, SMS, WhatsApp, and telecalling. A dedicated landing page enabled structured lead capture, with all leads subsequently tele-verified to ensure authenticity and relevance. Continuous performance monitoring supported ongoing optimization of campaign effectiveness.
Results
- Reach: ~206,200 HCPs
- Impressions: ~2.45 million across channels
- Clicks: ~195,640 (CTR ~8%)
- Verified Leads: 707 confirmed through telecalling
- Survey Insight: 71.8% of HCPs agreed the vaccine is effective in adults 50+ with prior chickenpox history
Key Insights
- The pre-survey step helped refine communication and avoid redundant messaging.
- An omnichannel strategy significantly increased both visibility and engagement among specialists.
- Tele-verification proved vital to filter genuine leads from raw responses.
- Educational content focusing on vaccine efficacy and risk reduction resonated strongly with specialists.
Conclusion
The Herpes Zoster Vaccine Awareness and Lead Generation campaign successfully demonstrated the effectiveness of a structured, education-first omnichannel approach in engaging healthcare professionals at scale. By combining pre-survey insights, targeted content dissemination, and rigorous lead verification, the campaign achieved strong awareness recall, high engagement levels, and a substantial number of verified leads.
The results highlight that data-driven planning, consistent omnichannel visibility, and quality control through tele-verification are critical to delivering meaningful outcomes in medical education and HCP engagement initiatives. This methodology can serve as a scalable model for future vaccine and disease awareness programs.