Campaign Overview
A vaccine manufacturer partnered with Hidoc to strengthen awareness and engagement among Indian healthcare professionals (HCPs) for a preventive vaccine. The campaign focused on educating doctors about the severity of the disease and the benefits of vaccination, while also identifying potential prescribers who could recommend the vaccine to patients.
The primary target audience included physicians, dermatologists, endocrinologists, and other relevant specialists across India.
Campaign Objectives
The initiative was designed with two key goals:
- Improve awareness among HCPs regarding disease burden and vaccine efficacy.
- Generate qualified leads from doctors likely to recommend the vaccine in clinical practice.
Campaign Strategy
To maximize reach and engagement, a 6-month omnichannel campaign (February–July) was executed.
Key Strategic Elements
- Omnichannel outreach using the Hidoc ecosystem
- Pre-campaign survey to assess baseline awareness levels
- Targeted educational content designed for different specialties
- Landing pages for lead capture
- Tele-verification process to validate genuine interest from HCPs
Channels Used
- Hidoc App
- Web Platform
- Email Campaigns
- SMS Notifications
- WhatsApp Communication
- Tele-calling for verification
Campaign Performance Metrics
| Metric | Performance |
|---|---|
| Total Campaign Duration | 6 Months (Feb – Jul) |
| Target Audience | Physicians, Dermatologists, Endocrinologists, Others |
| HCP Reach | 206,000 |
| Total Impressions | 2.45 Million |
| Clicks | 195,000 |
| Click Through Rate (CTR) | ~8% |
| Verified Leads Generated | 707 |
| HCPs Agreeing Vaccine Reduces Disease Risk | 72% |
Key Insights
Strong Awareness & Engagement
The omnichannel strategy significantly expanded campaign visibility, reaching over 206K HCPs and generating 2.45 million impressions.
High Interest from Doctors
An 8% CTR indicated strong interest among HCPs in vaccine-related educational content.
Conversion Gap Identified
While click engagement was strong, conversion to verified leads remained below 1%, indicating potential friction within the lead capture process.
Strategic Recommendations
Simplify the Lead Funnel
Shorter lead forms and quicker follow-up mechanisms may help improve conversion rates.
Personalize Content Delivery
Customize messaging based on doctor specialty and geographic region to increase relevance.
Strengthen Outcome Tracking
Beyond lead generation, measure actual vaccine recommendations and prescription behavior to evaluate campaign impact more accurately.
Conclusion
The campaign successfully built awareness and engagement among healthcare professionals through a targeted omnichannel approach. However, optimizing the lead conversion funnel and tracking downstream clinical outcomes will be crucial for maximizing long-term ROI and driving greater vaccination adoption.
