Objective
A pharmaceutical company collaborated with a healthcare communication platform to gather feedback from doctors on two chronic disease products (diabetes and cardiovascular/renal). The aim was to assess brand perception, collect insights, and enhance HCP engagement.
Strategy
| Component | Summary |
|---|---|
| Target Audience | Consulting physicians, endocrinologists, diabetologists, nephrologists |
| Goal | 100 completed responses per product |
| Outreach Channels | Email and SMS |
| Frequency | 2–4 touches per month (based on specialty) |
| Tool Used | Online survey form |
| Metrics Tracked | Impressions, CTR, engagement, conversion, and response count |
Performance
- Reach: ~79K (Product A), ~74K (Product B)
- Engagement: 2% CTR; 3K+ total engagements
- Conversions: 4% conversion rate
- Responses: 115 (Product A), 111 (Product B)
- Respondent Mix:
- Product A – 46% consulting physicians, 31% diabetologists, 23% endocrinologists
- Product B – 52% consulting physicians, 48% nephrologists
Targets were achieved within one month.
Key Learnings
- Multi-touch outreach improved response rates.
- Specialty-based targeting ensured balanced participation.
- Consulting physicians showed the highest engagement.
- Real-time surveys provided quick, actionable insights.
Outcome
The campaign successfully demonstrated that structured, multi-channel outreach can capture valuable physician feedback efficiently and at scale.
