Introduction
In today’s competitive pharmaceutical landscape, digital engagement has become central to connecting with healthcare professionals. A recent campaign in the women’s healthcare segment demonstrated how a focused, multichannel strategy can effectively educate and engage Gynaecologists across India.
Background
The campaign aimed to raise awareness about a women’s health therapy designed to simplify treatment through an improved dosing regimen. The objective was to position the therapy as a trusted, convenient option while reaching specialists at scale through digital channels.
Campaign Objectives
- Enhance visibility and recall among gynaecologists.
- Highlight the therapy’s convenient dosing and wide indication coverage.
- Improve engagement through CME-style educational formats.
Strategic Approach
The two-month campaign (July–August 2024) was executed entirely through digital platforms.
- Target Audience: Gynaecologists across India.
- Channels Used:
- CME-style modules hosted on a medical learning platform.
- Email campaigns and WhatsApp communication for consistent follow-up.
- Creative Concept: A three-phase communication flow was designed using short, impactful GIF creatives. Each focused on a specific aspect:
- Availability and ease of dosing.
- Broader therapeutic benefits.
- Simplicity leading to improved adherence.
This stepwise narrative helped maintain interest while reinforcing key brand messages.
Execution Highlights
The campaign used a mix of banner placements, emailers, and WhatsApp outreach to ensure repeated visibility. Messages were rolled out sequentially to drive awareness first, followed by education and recall. Regional tracking was also conducted to identify strong engagement pockets and optimize performance.
Results
The campaign successfully achieved and exceeded its key performance indicators.
- Reach: Approximately 5,600 gynaecologists.
- Impressions: Around 115,000.
- Clicks: Nearly 5,450 (CTR ~4.7%, above benchmark).
- Target Achievement: 18% higher engagement than projected.
- Top Performing Regions: Maharashtra, Karnataka, and Uttar Pradesh.
Key Insights
- Sequential messaging works: Gradual content rollout strengthened recall and improved comprehension.
- Benefit-focused communication drives engagement: Messages centered on convenience and patient outcomes generated the highest response.
- Omnichannel consistency matters: Integrating CME platforms with direct messaging tools improved reach and frequency.
- Data-driven optimization: Regional insights can guide future investments and content localization.
Conclusion
The campaign proved that digital CME-based engagement can successfully capture the attention of busy specialists. Through clear, benefit-oriented communication and strategic channel selection, the initiative built meaningful awareness in a crowded therapeutic space. It highlights how modern pharmaceutical communication can evolve – from product promotion to value-driven education – shaping stronger connections with the medical community.