Overview
Effective healthcare communication requires reaching healthcare professionals through the channels they use most while providing relevant information and convenient ways to take action.
This vaccine outreach program was designed to strengthen awareness and recall across multiple vaccine categories while engaging healthcare professionals from specialties including Pediatrics, General Practice, and Pulmonology. The program ran from FY 2021 to April 2024 and focused on creating consistent engagement through a combination of digital communication, educational content, and order facilitation.
The campaign also aimed to make vaccine information and ordering more accessible to healthcare professionals through a dedicated digital experience.
Campaign Approach
The campaign adopted an omnichannel engagement strategy, combining multiple digital and assisted communication channels to create repeated touchpoints with healthcare professionals.
The key channels included:
- Healthcare professional web and app platforms
- SMS
- Tele-calling
A dedicated microsite was developed to provide vaccine-related information and facilitate online ordering through consented distributors. The approach combined awareness-building with a clear pathway for HCPs to move from information discovery to action.
The campaign maintained regular engagement, with HCPs being contacted approximately 1–2 times per month, helping sustain awareness throughout the campaign period.
Methodology
The campaign methodology focused on creating an end-to-end HCP journey, from awareness and education to ordering and post-order engagement.
A knowledge-focused microsite provided healthcare professionals with vaccine information alongside an online ordering facility. Tele-calling support was incorporated to assist HCPs who required help with order placement.
To encourage completion, pop-ups and reminder messages were used for incomplete orders. Once an order was placed, distributor follow-ups helped facilitate delivery. Feedback calls were conducted after delivery, while repeat calls were made at the beginning of each month to HCPs who had previously placed orders.
This approach created a connected engagement cycle rather than treating awareness, ordering, and follow-up as separate activities.
Result
The campaign generated substantial reach and engagement among healthcare professionals over the four-year period.
Key campaign outcomes included:
- Reach: 1,62,198 unique HCPs
- Impressions: 1,21,52,586
- Clicks: 11,57,631
- CTR: 10%
- Add to Cart: 18,458
- Orders: 1,704
- Successful Deliveries: 239
The campaign recorded an 11.57 lakh+ total clicks, demonstrating strong interaction with the digital communication. The 10% CTR further reflected the relevance of the campaign content to its target audience.
The journey from engagement to transaction also produced measurable conversion. The conversion rate from Add to Cart to Order Placement was 9%, while the conversion rate from order placement to successful delivery was reported at 14%.
Conclusion
The campaign demonstrates how an omnichannel healthcare engagement strategy can connect awareness, education, interaction, and action within a single HCP journey.
By combining digital platforms with email, SMS, WhatsApp, tele-calling, educational content, reminders, and post-order follow-ups, the program created multiple opportunities for healthcare professionals to engage with relevant vaccine information and take the next step.
The results highlight the potential of a data-driven, multi-channel approach to not only expand HCP reach but also encourage meaningful engagement and facilitate measurable actions. An integrated journey—supported by consistent communication and assisted engagement—can make healthcare outreach more effective, accessible, and outcome-oriented.