Overview
A leading multinational pharmaceutical company, headquartered in India, launched an educational awareness campaign to enhance engagement among doctors. The initiative aimed to improve understanding of treatment options for chronic constipation, particularly in patients with comorbidities. The campaign ran from 16th June to 10th August 2025, targeting two key medical specializations-Consulting Physicians and Surgeons-through a comprehensive omnichannel strategy.
Methodology
The campaign adopted an omnichannel approach, ensuring consistent and widespread reach. Educational impressions were delivered through:
- A medical learning mobile app and website
- Emailers and SMS notifications
- WhatsApp promotions
- Roadblock banner ads
The campaign featured four infographics and four case studies spread across eight weeks. All materials were consolidated on a dedicated microsite for easy access by doctors. Performance was monitored in real time, tracking reach, impressions, clicks, and CTR, while ensuring complete privacy of healthcare professionals.
Results
- Reach: 92,087 doctors across India
- 72,175 Consulting Physicians
- 19,912 Surgeons
- Impressions: 394,732
- Clicks: 35,039 (exceeding the engagement target of 33,151)
- Blended CTR: 9%, with peak performance of 11% for the first banner
- Consistency: Strong and steady engagement levels across all content formats
Conclusion
The campaign effectively enhanced medical awareness and professional engagement among doctors. By combining high-quality educational content with an integrated omnichannel strategy, the initiative surpassed its original engagement targets. The 9% blended CTR and over 35,000 clicks demonstrated both the relevance of the content and the strong interest of healthcare professionals.
This case highlights how a strategically planned educational campaign can strengthen brand presence in the medical community while delivering measurable results in terms of visibility and engagement.
