Overview
Dry eye conditions can affect individuals across different levels of severity, making awareness around appropriate eye-care solutions important among healthcare professionals. A six-month digital brand marketing campaign was conducted across India to increase awareness, recall, and engagement around a portfolio of eye-care products among healthcare professionals, particularly ophthalmologists.
The campaign focused on communicating relevant product benefits while maintaining consistent engagement with the target HCP audience through multiple digital touchpoints.
The campaign also incorporated pre-, mid-, and post-surveys to assess changes in awareness, prescribing habits, and brand perception throughout the campaign period.
Campaign Approach
The campaign adopted an omnichannel digital engagement strategy to maximize reach and maintain consistent communication with healthcare professionals.
Multiple communication channels were utilized, including:
- Healthcare professional application
- Website promotions
- Email communication
- SMS notifications
- Educational and product-focused content
- Pre-, mid-, and post-campaign surveys
The campaign primarily targeted ophthalmologists and aimed to build sustained awareness and engagement through consistent communication across multiple digital platforms.
By combining different channels, the campaign created repeated opportunities for healthcare professionals to interact with the campaign content and strengthen product recall.
Methodology
The campaign followed a structured omnichannel HCP engagement methodology over a six-month period from April to September 2024.
Content was delivered through a medical learning platform for doctors, website promotions, email communication, and SMS notifications. These channels were used to maintain consistent visibility among the targeted healthcare professionals.
The campaign communication focused on benefit-driven content, designed to provide relevant information while encouraging interaction with the eye-care product portfolio.
To evaluate the campaign’s effectiveness, pre-, mid-, and post-surveys were incorporated. These surveys were used to measure changes in awareness, prescribing habits, and brand perception over the campaign period.
This integrated methodology combined digital communication, multi-channel exposure, benefit-driven content, and survey-based measurement to create a comprehensive HCP engagement campaign.
Result
Between April and September 2024, the campaign generated substantial reach, visibility, and engagement among healthcare professionals.
The campaign achieved:
- Reach: 16,500 unique healthcare professionals weekly
- Impressions: 408,837
- Clicks: 44,363
- CTR: 11%
The campaign reached approximately 16,500 unique healthcare professionals every week, demonstrating consistent access to the intended audience throughout the campaign.
With 408,837 total impressions, the campaign maintained strong visibility and provided repeated exposure to the campaign content.
The campaign generated 44,363 clicks, indicating active interaction with the communication materials. The campaign also achieved an 11% CTR, reflecting strong engagement with the content and targeting strategy.
Conclusion
The campaign demonstrates how an omnichannel HCP engagement strategy can combine consistent communication with targeted digital content to strengthen awareness and engagement among healthcare professionals.
By integrating a medical learning platform, website promotions, email, SMS communication, benefit-driven content, and survey-based measurement, the campaign created multiple opportunities to connect with ophthalmologists across India.
With 16,500 weekly HCPs reached, 408,837 impressions, 44,363 clicks, and an 11% CTR, the campaign highlights the potential of a coordinated digital strategy to generate meaningful HCP engagement and support awareness in the eye-care segment.