Introduction
Iron deficiency is a significant healthcare concern, contributing to fatigue, hematinic discomfort, complications during pregnancy, and impaired cardiovascular health. A scientifically formulated iron and folate-based supplement offers an effective solution to manage and prevent these conditions. By supporting healthy fetal development, improving cardiovascular outcomes, and addressing hematinic discomfort, such supplements play a vital role in enhancing patient well-being.
To raise awareness about the importance of iron supplementation, a targeted video marketing campaign was launched on a leading medical learning platform. The campaign was designed to educate gynecologists on the clinical benefits of iron and folate supplementation and to promote its appropriate use in practice.
Campaign Overview
- Target Audience: Registered Gynecologists across India
- Objective: Drive awareness and engagement with a target of achieving at least 15,000 video views (minimum 7 seconds watch time)
- Campaign Duration: September 2024 – October 2024 (5 weeks)
- Approach: Omnichannel Digital Marketing via a medical learning platform
Campaign Strategy
The campaign utilized a comprehensive omnichannel marketing strategy to reach the target audience across multiple digital touchpoints:
- In-app promotions
- Banner advertisements
- Email marketing
- SMS outreach
- WhatsApp communications
This integrated approach ensured optimal visibility and engagement with the target segment of healthcare professionals.
Methodology
The campaign was executed as a video-push initiative, aimed at driving awareness about solutions for iron deficiency among gynecologists. Performance was continuously monitored using key analytics such as reach, impressions, clicks, click-through rate (CTR), and video engagement. Data-driven optimizations were applied throughout the campaign to enhance its effectiveness.
Results
| Metric | Performance |
| Reach | 42,857 gynecologists |
| Impressions | 219,364 |
| Clicks | 22,484 |
| Click-through Rate (CTR) | 10% |
Key Highlights
- The campaign surpassed its impression target of 214,285, achieving a total of 219,364 impressions.
- It generated a strong 22,484 clicks, exceeding the click goal of 21,429, demonstrating high engagement levels.
- The campaign maintained a 10% CTR, reflecting the high relevance and appeal of the content among gynecologists.
- The initiative successfully reached 42,857 gynecologists, indicating effective targeting and outreach.
Conclusion
This video marketing campaign demonstrated the power of strategically executed omnichannel digital outreach within a niche professional audience. By surpassing reach and impression goals and maintaining strong engagement metrics, the campaign validated the importance of combining educational content with data-driven marketing practices.
Future campaigns can build on this success by incorporating follow-up strategies and personalized content to further enhance engagement and foster stronger professional relationships. This case study underscores the potential of targeted digital strategies in driving awareness and improving healthcare outcomes through informed clinical practice.