Overview
This case study explores a multi-channel healthcare marketing campaign aimed at increasing product awareness and lead generation among healthcare professionals (HCPs) across East India. The initiative focused on a well-established cardiovascular therapy, targeting General Physicians, Consulting Physicians, and Cardiologists. The campaign leveraged a mix of digital channels, offline outreach, and educational activities to build strong engagement and drive measurable outcomes.
Objective
The primary goal was to elevate product awareness and recall among HCPs practicing in the East Zone of India, covering key states such as West Bengal, Bihar, Assam, Odisha, Jharkhand, and the North East. The campaign sought to:
- Engage doctors specializing in General Medicine, Consulting Practice, and Cardiology.
- Drive product education and reinforce product positioning.
- Generate high-quality leads to support sales and marketing efforts.
Strategy and Methodology
Target Audience
The campaign targeted a well-defined group of HCPs:
- General Physicians: ~39,300
- Consulting Physicians: ~11,200
- Cardiologists: ~600
Digital Infrastructure
A dedicated microsite was developed to serve as the central hub for campaign content, enabling seamless doctor engagement and lead generation.
Omni-Channel Approach
To maximize reach and engagement, the campaign adopted an integrated marketing strategy utilizing:
- Mobile app and website targeting
- Email marketing
- SMS campaigns
- Webinars and interactive learning sessions
- Direct outreach through tele-calling initiatives
Content and Messaging
Tailored content was crafted to address the specific needs and interests of each specialty, ensuring relevance and value. The marketing materials focused on clinical efficacy, safety profile, and real-world benefits of the therapy.
Lead Generation Workflow
- Interested doctors were invited to submit their information via an online form.
- A trained tele-calling team conducted follow-up interactions, providing in-depth product information and answering queries.
- A structured script ensured consistent and accurate communication of key messages.
Results
Campaign Reach and Engagement
Between November 2022 and May 2023, the campaign delivered impressive results:
- Reach: 71,699 healthcare professionals engaged across platforms.
- Impressions: 983,394.
- Interactions: 55,731, indicating strong content relevance and prompting meaningful actions.
- Click-Through Rate (CTR): 6%, well above industry benchmarks.
Lead Generation
- Initial target: 600 leads over six months.
- Achieved: 901 leads through digital outreach and tele-calling.
- An additional 218 webinar leads were secured, resulting in a total of 1,119 leads—nearly double the original goal.
Key Takeaways
- Content Resonance: The high interaction rate demonstrated the importance of delivering targeted, clinically relevant content to drive engagement.
- Integrated Channels: A multi-touchpoint strategy combining digital and personal outreach proved highly effective in generating leads and building product awareness.
- Real-Time Optimization: Continuous performance tracking and optimization allowed for agile adjustments to maximize campaign impact.
Conclusion
This case study highlights how a well-executed, data-driven marketing strategy can significantly boost awareness and generate quality leads in the competitive healthcare landscape. By leveraging the power of digital channels alongside personalized interactions, the campaign successfully met and exceeded its objectives, providing valuable insights for future initiatives targeting HCPs in India and beyond.
