Introduction
Transthyretin Amyloid Cardiomyopathy (ATTR-CM) is a progressive and life-threatening form of cardiomyopathy often underdiagnosed due to its nonspecific presentation. With advances in non-invasive cardiac imaging and increased disease awareness, the ability to detect ATTR-CM early has significantly improved. To harness this momentum, a targeted educational campaign was launched to engage healthcare professionals (HCPs) across India, aiming to enhance clinical understanding and recognition of this complex condition.
Objective
The primary aim of the campaign was to:
- Raise awareness and improve understanding of ATTR-CM.
- Encourage early suspicion and diagnosis through red flag recognition.
- Engage cardiologists and internal medicine physicians via structured educational content.
- Generate quality leads by motivating HCPs to explore more through a dedicated learning microsite.
Target Audience
The campaign strategically focused on:
- Total Reach: 13,399 healthcare professionals
- Cardiologists: 3,899
- Internal Medicine/MD Physicians: 9,500
These professionals were selected for their direct role in managing cardiac-related conditions, making them key stakeholders in early detection and intervention.
Campaign Strategy
Educational Approach
Weekly educational infographics served as the campaign’s core. These visual aids simplified complex medical information, focusing on:
- Red flag symptoms
- Diagnostic advancements
- ATTR-CM progression and differentiation
Omnichannel Outreach
The campaign was executed across multiple digital touchpoints, including:
- Mobile app notifications
- Emailers
- Website banners
- SMS campaigns
Content Rhythm
The initiative adopted a week-on-week content deployment model, allowing steady exposure and consistent engagement, helping reinforce learning.
Performance Metrics
Engagement Summary
| Metric | Value |
|---|---|
| Total Reach | 13,399 HCPs |
| Total Impressions | 111,392 |
| Total Clicks | 9,581 |
| Click-Through Rate (CTR) | 9% |
| Registrations Generated | 2,517 |
Key Highlights
- Achieved a 9% CTR, significantly higher than industry benchmarks for educational healthcare campaigns.
- Reached 13,399 HCPs, ensuring broad dissemination across specialties directly related to cardiac care.
- Generated 2,517 high-quality leads HCPs who expressed interest in learning more about ATTR-CM via registration.
- Infographics enabled simplified learning, while digital touchpoints ensured timely delivery of information.
Insights and Impact
| Parameter | Observation |
|---|---|
| Content Strategy | Weekly updates maintained engagement and curiosity |
| Lead Quality | Registrations came from actively practicing doctors |
| Outreach Efficiency | Omnichannel delivery boosted impressions and clicks |
| Educational Value | Infographics improved disease visibility and recall |
Conclusion
The educational campaign successfully elevated awareness and clinical interest around Transthyretin Amyloid Cardiomyopathy (ATTR-CM). By leveraging a data-driven, omnichannel approach coupled with visually engaging educational material, the initiative demonstrated the power of consistent medical learning outreach. The high click-through rate and substantial registration count indicate that structured digital learning campaigns can play a pivotal role in enhancing disease literacy among medical professionals.
Such initiatives pave the way for earlier diagnosis, improved patient outcomes, and informed clinical decision-making particularly in under-recognized yet critical conditions like ATTR-CM.
