Overview

Iron deficiency remains a critical concern in women’s health, particularly due to its implications on fatigue, pregnancy complications, and cardiovascular wellness. A leading pharmaceutical company launched a specialized iron supplement combining Ferrous Ascorbate and L-methyl folate to combat these health challenges. The supplement was developed to support hematinic balance, enhance fetal development, and promote cardiovascular health—all within a single, convenient formulation.

To improve awareness among gynaecologists and promote clinical engagement with this supplement, a five-week omnichannel video marketing campaign was launched. The campaign leveraged a digital medical learning platform with a strong user base of verified doctors, especially gynaecologists.

Objective

The primary goal was to generate a minimum of 15,000 video views with at least 7 seconds of watch time while creating broad-based brand awareness among gynaecologists. The campaign also aimed to drive meaningful engagement through multiple digital touchpoints.

Strategy & Methodology

The campaign used a comprehensive omnichannel approach tailored for healthcare professionals. The following strategies were employed:

• Video marketing as the central content medium
• Banner ads and in-app promotions within the medical learning platform
• Targeted email campaigns
• SMS and WhatsApp outreach to maximize reach
• Continuous data-driven optimization to refine messaging and improve delivery

The campaign spanned from September to October 2024 and was directed at a well-segmented audience of gynaecologists. Key performance metrics such as reach, impressions, clicks, and click-through rate (CTR) were closely monitored throughout the campaign.

Results

The campaign outperformed its goals across several dimensions:

• Impressions exceeded the target, with a total of 219,364, demonstrating the campaign’s robust delivery.
• Click-through rate (CTR) of 10% indicated strong engagement and relevance of the content.
• The campaign achieved over 22,000 clicks, signalling high interest from gynaecologists in the supplement’s clinical applications.
• Video engagement met viewing time targets, validating the content strategy and messaging effectiveness.

Key Highlights

• The campaign effectively reached a highly specific professional audience within a five-week window.
• High CTR and strong click performance reflected the compelling nature of the campaign’s visual and informational content.
• The omnichannel distribution strategy ensured visibility across various digital platforms frequented by medical professionals.

Conclusion

This case study illustrates the impact of a strategically executed digital marketing campaign within the healthcare domain. The success of this initiative demonstrates how a targeted, data-informed, and omnichannel approach can significantly enhance awareness and engagement among a niche professional audience.

The insights from this campaign offer a blueprint for future digital outreach efforts targeting healthcare providers. Building upon this success with follow-up engagement strategies could foster deeper interaction and long-term loyalty among medical professionals.