A comprehensive outreach program targeting healthcare professionals (HCPs) in the vaccine sector has demonstrated significant success over a multi-year period. This initiative, spanning from fiscal year 2021 to early 2024, leveraged a multi-channel digital approach to boost brand engagement and foster awareness of key vaccine products designed to protect against influenza, hepatitis A, and combined vaccine solutions addressing several health threats.
Multi-Channel Engagement Strategy
The outreach utilized a rich array of digital touchpoints, including dedicated web platforms, mobile applications, emails, SMS, WhatsApp, and tele-calling, thereby catering to diverse preferences among healthcare professionals. Key elements included:
- A microsite featuring detailed vaccine information and an online ordering system.
- Tele-calling support during order placement and post-order feedback calls to enhance user experience.
- Repeat monthly calls targeting HCPs with prior orders to encourage ongoing engagement and sustained product interest.
Impact and Reach
This strategic blend of digital and direct communication resulted in a robust connection with over 162,000 unique healthcare professionals across several vaccine segments. The campaign yielded an impressive total of more than 12 million impressions, with the audience actively engaging in over 1.15 million clicks, reflecting a high click-through rate (CTR) of 10%. Such metrics attest to the campaign’s effectiveness in driving awareness, recall, and interaction.
Outreach Campaign Analytics (FY 21 – FY 24)
| Metric | Value |
|---|---|
| Unique Healthcare Professionals Reached | 162,198 |
| Total Impressions | 12,152,586 |
| Total Clicks | 1,157,631 |
| Click-Through Rate (CTR) | 10% |
Conclusion
The outreach program exemplifies how a well-orchestrated, multi-channel digital engagement strategy can significantly improve healthcare professional connectivity, brand awareness, and customer journey analytics in a specialized healthcare segment. By combining informational content, easy ordering mechanisms, and personalized support, the initiative achieved substantial digital footprint growth and user interaction over its duration, setting a benchmark for future vaccine engagement campaigns.
