Overview
Effective healthcare marketing requires targeted communication and consistent engagement to build awareness among healthcare professionals and support informed conversations around treatment options.
A four-month digital campaign was conducted to raise awareness of an anti-migraine medication among healthcare professionals across India. The campaign specifically targeted general physicians, consulting physicians, and ophthalmologists, with the objective of strengthening awareness, engagement, and understanding among the HCP audience.
The campaign was executed from July 2024 to October 2024 and leveraged an established digital healthcare platform with a large nationwide network of registered doctors. Pre- and post-campaign surveys were also incorporated to understand HCP perceptions and assess changes in awareness and prescribing intent.
Campaign Approach
The campaign adopted an omnichannel digital engagement strategy to maximize reach and maintain consistent communication with healthcare professionals.
The key channels included:
- Mobile application
- Website
- SMS
- Digital banners
- Scrollers
- Stories
- Tele-calling
- Pre- and post-campaign surveys
The campaign was designed to reach 100,000 doctors, comprising:
- 50,000 general physicians
- 40,000 consulting physicians
- 10,000 ophthalmologists
Content was delivered consistently on a weekly basis to maintain visibility, encourage engagement, and support audience retention throughout the campaign period.
The combination of multiple digital formats and communication channels enabled the campaign to create repeated exposure while directing healthcare professionals toward relevant microsites and landing pages for further interaction.
Methodology
The campaign followed a structured methodology combining targeted HCP outreach, omnichannel content distribution, survey-based insights, and continuous engagement.
The campaign began with a pre-survey in July 2024 to understand baseline awareness and prescribing intent among the targeted healthcare professionals. Digital content was then distributed consistently across apps, websites, emails, SMS, and other advertising formats throughout the campaign.
A range of formats—including banners, scrollers, stories, and email communication—was used to maintain comprehensive visibility among the defined HCP audience.
At the end of the campaign, a post-survey in October 2024 was conducted to evaluate changes in awareness, prescribing habits, and HCP perception.
Campaign performance was measured using key digital metrics such as reach, impressions, clicks, and click-through rate (CTR), alongside survey findings to assess changes in audience perception and prescribing intent.
Result
Between July and October 2024, the campaign generated substantial reach, visibility, and engagement among healthcare professionals.
The campaign achieved:
- Reach: 100,000 healthcare professionals
- Impressions: 913,034
- Clicks/Interactions: 93,056
- CTR: 10%
The campaign successfully reached its target audience of 100,000 doctors, while generating 913,034 impressions, demonstrating strong and sustained visibility throughout the campaign.
It also generated 93,056 clicks, reflecting significant interaction with the campaign content. The campaign achieved an average CTR of 10%, with doctors showing consistent engagement across different content formats.
The survey results also indicated a positive movement in prescribing consideration. In the July 2024 pre-survey, 60% of doctors indicated that they considered prescribing the medication, which increased to 62.5% in the October 2024 post-survey.
The campaign demonstrated particularly strong visibility in Andhra Pradesh, Uttar Pradesh, and West Bengal, which together accounted for 42% of total impressions.
Conclusion
The campaign demonstrates how an omnichannel healthcare marketing strategy can effectively combine broad HCP reach with consistent digital engagement and measurable audience insights.
By integrating app and website placements with email, SMS, digital advertising, tele-calling, and survey-based engagement, the campaign created a structured communication journey for healthcare professionals across India.
With 100,000 HCPs reached, 913,034 impressions, 93,056 clicks, and a 10% CTR, the campaign achieved substantial digital visibility and interaction. The increase in prescribing consideration from 60% to 62.5% between the pre- and post-campaign surveys further highlights the value of combining digital outreach with measurable HCP insights.
The results reinforce the potential of a well-executed omnichannel strategy to build awareness, encourage HCP engagement, and generate actionable insights that can inform future healthcare marketing initiatives.
