Background

A rare autosomal dominant condition affects around 1 in 50,000 people globally, with an estimated 30,000 patients in the country. It causes unpredictable swelling attacks that can be life-threatening. Low disease awareness and limited diagnostic facilities contribute to frequent underdiagnosis, while available treatments often carry side effects.

Objectives

The campaign aimed to:

• Create awareness among pediatricians, dermatologists, rheumatologists, and emergency physicians.
• Generate 463K+ impressions and 23K+ engagements.
• Acquire 200 qualified leads.
• Conduct two educational webinars with 600+ registrations each and 3,000 total views.

Strategy

An omnichannel digital approach was used:

• Web ads, stories, and scrollers to drive visibility.
• Emails and SMS for outreach and webinar invitations.
• Tele-calling to engage interested leads.
• Webinars for in-depth disease education.

Results

Within two months:

• 15,178 HCPs reached and 18,128 impressions recorded.
• 1,302 interactions achieved with a CTR of 7%.

Insights

• Combining digital and direct channels increased reach and engagement.
• Webinars built credibility and improved understanding among specialists.
• Clear performance targets allowed for continuous optimization.