Overview
Herpes zoster, commonly known as shingles, is a condition for which vaccination can play an important role in prevention. Raising awareness among healthcare professionals is essential to support informed conversations around disease risk, prevention, and vaccination.
This campaign was designed to increase awareness among healthcare professionals about the severity of shingles and the role of vaccination in prevention. It focused on Rheumatologists, Hematologists, Dermatologists, Consultant Physicians, General Practitioners, Diabetologists, and Endocrinologists across India.
The campaign also aimed to generate qualified leads by providing HCPs with information about shingles, vaccine efficacy, and the vaccination process, while encouraging them to consider vaccination recommendations for appropriate patients.
Campaign Approach
The campaign adopted an omnichannel digital engagement strategy to reach healthcare professionals through multiple touchpoints.
The key channels included:
- Healthcare professional web platform
- Healthcare professional mobile application
- SMS
- Tele-calling
A pre-survey was conducted to understand existing vaccine brand recall among registered HCPs. These insights helped inform the campaign communication and understand baseline awareness among the target audience.
The campaign also incorporated a dedicated landing page designed to capture leads through a structured lead form, connecting awareness and education with measurable action.
Methodology
The campaign followed a structured approach that combined awareness, education, lead generation, and verification.
Healthcare professionals were reached through multiple digital channels, with campaign engagement taking place approximately 1–2 times per month. The communication focused on shingles disease, vaccine efficacy, and the vaccination process.
Lead generation was facilitated through a dedicated form hosted on a landing page. The process followed three key stages:
- Lead capture: Interested HCPs submitted their details through the campaign form.
- Lead verification: The submitted details were verified through tele-calling.
- Lead handover: Following verification, qualified leads were supplied to the relevant campaign stakeholder.
This combination of digital outreach and tele-verification helped create a more structured pathway from initial HCP engagement to qualified lead generation.
Result
The six-month campaign, conducted from February to July 2023, generated substantial visibility and engagement among healthcare professionals.
Key campaign outcomes included:
- Reach: 2,06,204 HCPs
- Impressions: 24,51,283
- Clicks: 1,95,640
- CTR: 8%
- Qualified leads: 707
With a reach of more than 2 lakh healthcare professionals and over 2.4 million impressions, the campaign achieved extensive visibility among its targeted audience. The 8% CTR reflected strong interaction with the campaign content and interest in learning more about the vaccine and related information.
The campaign also generated 707 leads that underwent tele-verification. The verification process established that the leads represented HCPs who had actively participated and demonstrated interest in exploring the information further.
Additionally, the pre-survey indicated that 71.8% of medical professionals surveyed considered the herpes zoster vaccine effective in reducing the risk of herpes zoster among adults aged 50 and older who had experienced chickenpox during childhood.
Conclusion
The campaign demonstrates how an omnichannel HCP engagement strategy can combine disease awareness, educational communication, and lead generation within a single digital journey.
By using multiple digital touchpoints, a pre-campaign survey, dedicated educational content, structured lead capture, and tele-verification, the campaign created meaningful opportunities for healthcare professionals to engage with information around shingles prevention and vaccination.
The results—2,06,204 HCPs reached, 1,95,640 clicks, an 8% CTR, and 707 qualified leads—highlight the potential of an integrated digital approach to generate both broad awareness and measurable HCP engagement.
