Overview
A vaccine manufacturer aimed to increase awareness and generate leads among Indian healthcare professionals (HCPs) for a preventive vaccine. Target specialties included physicians, dermatologists, endocrinologists, and others.
Objectives
- Educate HCPs about disease severity and vaccine efficacy.
- Capture verified leads likely to recommend the vaccine.
Strategy
- Ran a 6-month (Feb–Jul 2023) omnichannel campaign: app, web, email, SMS, WhatsApp, tele-calls.
- Pre-survey measured awareness and informed messaging.
- Leads collected via landing pages, then tele-verified.
Results
- Reach: 206K HCPs
- Impressions: 2.45M
- Clicks: 195K (CTR ~8%)
- Verified leads: 707
- 72% of surveyed HCPs believed the vaccine reduces disease risk.
Insights
- Omnichannel and specialty targeting drove strong awareness and CTR.
- Conversion to verified leads (<1%) lagged behind clicks, suggesting a need for funnel optimization.
Recommendations
- Simplify lead forms and follow-ups to improve conversion.
- Personalize content by specialty and region.
- Track downstream impact (recommendations, vaccinations).
Conclusion
The initiative effectively built awareness and engagement but needs stronger conversion tactics and outcome tracking to maximize ROI.