A Case Study in Driving Better Patient Adherence Through Multi-Channel Engagement
In the evolving landscape of healthcare, one factor remains critical yet challenging — patient adherence to treatment. When patients fail to follow prescribed regimens, outcomes suffer, and the healthcare system bears the cost.
Recognizing this, a nationwide digital campaign was launched to empower healthcare professionals (HCPs) with tools and strategies to improve patient adherence — helping them turn knowledge into actionable patient care.
Spanning June to November, this initiative became a powerful case study in how digital channels can drive real engagement at scale within India’s vast medical community.
Campaign Objective
To educate healthcare professionals about strategies for improving patient adherence.
To foster strong, lasting engagement with HCPs through multiple digital touchpoints.
To drive measurable interactions that indicate content relevance and actionability.
Campaign Execution Strategy
A multi-channel approach was used to maximize reach and engagement:
| Channel | Approach |
|---|---|
| Direct messages with engaging educational content | |
| Medical Learning App/Web | In-depth learning modules and resources |
| SMS | Concise reminders and actionable tips |
Behavioral content and evidence-based interventions were carefully designed to resonate with busy doctors and specialists across various regions and disciplines.
Overall Campaign Performance
| Metric | Value |
|---|---|
| Total Healthcare Professionals Reached | 997,445 |
| Total Impressions | 3,526,263 |
| Total Clicks | 269,068 |
| Unique Clicks | 206,057 |
| Overall Click-Through Rate (CTR) | 8% |
Monthly Engagement Trends
The campaign demonstrated consistent and growing engagement, with the peak observed in November:
| Month | Total Clicks |
|---|---|
| June | Lower than July (exact number not provided) |
| July | Higher than June (exact number not provided) |
| August | Follows July (exact number not provided) |
| September | Third highest overall |
| October | 52,674 |
| November | 65,753 |
Top Performing States (CTR)
| State | CTR |
|---|---|
| Delhi | 8% |
| Uttar Pradesh | 8% |
| Maharashtra | 8% |
These states consistently demonstrated high interaction levels, validating the relevance of content across geographies.
Top Performing Specialties (CTR)
| Specialty | CTR |
|---|---|
| Hematology | 41% |
| Rheumatology | 22% |
| Nephrology | 21% |
High CTR in specialized disciplines indicates the value perceived by doctors in using behavioral interventions to drive better patient adherence.
Performance by Digital Channel
| Channel | CTR |
|---|---|
| 8% | |
| Medical Learning App/Web | 8% |
| SMS | 7% |
WhatsApp and the dedicated learning platform emerged as top-performing channels, demonstrating that doctors prefer a mix of both quick communication and deep educational resources.
Key Success Factors
Multi-channel delivery ensured broad and repeated exposure.
Behaviorally focused, actionable content kept doctors engaged.
Personalized messaging based on specialty and region enhanced relevance.
Continuous performance monitoring allowed fine-tuning for better outcomes.
Conclusion
This campaign proved that with the right digital strategy, it is possible to engage nearly 1 million healthcare professionals across India and empower them with tools that can drive meaningful improvements in patient adherence.
As healthcare continues to digitalize, initiatives like this will play a key role in building a more connected, more informed, and more patient-centered medical community — one click, one conversation, one patient at a time.
