Overview
Antimicrobial resistance (AMR) is a growing global healthcare challenge in which microorganisms can develop resistance to medicines, making infections more difficult to treat and increasing the risk of disease spread and severe illness. Raising awareness among healthcare professionals is therefore an important step toward encouraging responsible antimicrobial use and supporting antimicrobial stewardship.
The campaign was designed to increase awareness of AMR and encourage healthcare professionals to actively participate in an antimicrobial resistance awareness initiative through a video pledge.
The campaign targeted healthcare professionals across a broad range of specialties, including Critical Care, Urology, Nephrology, Microbiology, Oncology, Gastroenterology, Pulmonology, Infectious Disease, General Practice, Diabetes, Endocrinology, Dermatology, OBG/IVF, Dental, Surgery, and Anesthesia.
Campaign Approach
The campaign adopted an omnichannel digital engagement approach to reach healthcare professionals across multiple touchpoints.
Content was promoted through:
- Healthcare professional app
- Web platforms
- Text messages
- Doctor-led KOL videos
- Awareness-week content
- Digital banners
- Tele-calling
The campaign was structured around relevant healthcare awareness events, with weekly content promotions planned around occasions such as World Sepsis Day and Antifungal Awareness Week.
Alongside general campaign banners, videos featuring doctors were used to communicate the importance of antimicrobial resistance and encourage HCP participation in the pledge activity.
Methodology
The campaign ran for approximately four months and two weeks, combining digital content distribution with direct HCP engagement.
Content was promoted weekly to maintain campaign visibility and align communication with relevant awareness events. A combination of general banners and doctor-led videos was used to deliver the campaign message across digital channels.
Pre- and post-surveys were incorporated to gather insights and direct healthcare professionals toward dedicated microsites or landing pages. Tele-calling was also used to engage participating HCPs and explain the pledge activity.
A roadblock placement on the app was implemented to increase advertisement visibility, while targeted doctor partnerships supported deeper engagement with healthcare professionals.
The campaign ultimately focused on converting awareness into active participation, with healthcare professionals encouraged to submit video pledges supporting antimicrobial stewardship.
Result
The campaign generated significant reach and engagement among healthcare professionals.
Key campaign results included:
- Reach: 1,55,733 HCPs
- Impressions: 21,49,121
- Engagements/Clicks: 3,01,903
- CTR: 14%
- Video pledges: 12,686
The campaign achieved a 14% CTR, reflecting strong interaction with the campaign content. A total of 3,01,903 engagements were recorded during the campaign period.
The most significant outcome was the collection of 12,686 video pledges from healthcare professionals within just over four months. This milestone contributed to the achievement of a Guinness World Records™ title for the largest online video album of people reciting a pledge, highlighting the scale of participation generated through the digital outreach campaign.
Conclusion
The campaign demonstrates how a well-planned omnichannel digital strategy can transform healthcare awareness from passive content consumption into active HCP participation.
By combining educational content, doctor-led videos, awareness-week communication, multiple digital channels, tele-calling, and targeted engagement, the campaign created repeated opportunities for healthcare professionals to learn about antimicrobial resistance and participate in an actionable awareness initiative.
The achievement of 12,686 video pledges, alongside more than 3 lakh engagements and 1.55 lakh HCP reach, demonstrates the potential of digital healthcare engagement to mobilize healthcare professionals around important public health priorities.
