Background
A pharmaceutical organization, in collaboration with a nationwide medical learning platform, launched a 4-month omnichannel awareness campaign to educate healthcare professionals (HCPs) about a combination medication used for the treatment of migraines and severe headaches. The medication includes multiple active ingredients such as ergot derivatives, caffeine, analgesics, and antiemetics — collectively designed to relieve migraine symptoms by constricting blood vessels, reducing inflammation, and controlling nausea.
The campaign targeted general physicians, consulting physicians, and ophthalmologists, leveraging a platform that reaches nearly 800,000 doctors across India.
Campaign Objectives
- Increase awareness and recall of the migraine-relief medication.
- Educate doctors on indications, benefits, and clinical usage.
- Gather insights on perception and prescribing intent through pre- and post-surveys.
- Drive engagement through consistent, multi-format content distribution.
- Strengthen brand visibility across priority regions.
Strategy & Approach
a. Omnichannel Outreach
The campaign adopted a multi-platform communication model using:
- In-app banners, scrollers, and story ads
- Website placements
- Email marketing
- SMS updates
- Tele-calling support
b. Target Coverage
Reach goal: 100,000 doctors
- 50,000 General Physicians
- 40,000 Consulting Physicians
- 10,000 Ophthalmologists
c. Content Rollout
Content was delivered weekly to maintain continuity and maximize recall.
Pre- and post-surveys were integrated to assess:
- Awareness
- Prescribing habits
- Perception shift over the campaign cycle
Results & Performance Metrics
Overall Campaign Results
| Metric | Outcome |
|---|---|
| Reach | 100,000 doctors |
| Impressions | 913,034 |
| Clicks | 93,056 |
| CTR | 10% |
Key Insights
- Pre-survey (July): 60% doctors considered prescribing the medication.
- Post-survey (October): Increased to 62.5%.
- Consistent engagement across formats with 10–11% CTR.
- Highest impact regions: Andhra Pradesh, Uttar Pradesh, West Bengal, contributing 42% of total impressions.
Campaign Highlights
- The campaign exceeded impression expectations, indicating strong visibility across channels.
- Click-through rates consistently above industry averages, reflecting high content relevance.
- Regional penetration was exceptionally strong in key high-prescription states.
- Surveys provided evidence of a positive shift in HCP prescribing intent.
Conclusion
The omnichannel awareness campaign successfully strengthened recognition and understanding of the migraine management medication among healthcare professionals across India. With strong reach, high engagement, and measurable improvements in prescribing consideration, the initiative demonstrated the effectiveness of structured, content-led digital marketing within the healthcare sector.
