Background
Continuing Medical Education (CME) is essential for doctors to stay updated with evolving clinical practices and treatment protocols. However, traditional CME formats often face challenges such as limited accessibility and reduced engagement due to busy clinical schedules.
To overcome these barriers, a focused CME video marketing initiative was launched on the Hidoc Dr. platform. The aim was to provide pediatricians with short, expert-led educational content that is easy to consume, while simultaneously enhancing brand credibility and visibility within the medical ecosystem.
Objective
- Increase brand awareness among pediatric doctors across India
- Deliver concise, expert-driven CME content in an engaging video format
- Encourage continuous engagement through a structured content rollout
- Position the brand as a reliable contributor to ongoing medical education
Target Audience
- Pediatricians practicing across India
- Clinicians seeking quick and relevant CME updates
- Healthcare professionals actively using digital platforms for learning
Campaign Duration
May – August (3 Months)
Strategy
The campaign followed a content-led omnichannel approach, where short CME videos served as the primary engagement tool. Instead of one-time visibility, the focus was on sustained interaction through consistent content delivery.
By combining medical credibility with digital outreach, the campaign ensured that pediatricians could access relevant educational content seamlessly across multiple touchpoints, leading to repeated engagement and stronger brand recall.
Content Development
- A total of six CME videos were created
- Each video was 2–5 minutes long, optimized for mobile viewing
- Content was delivered by leading medical experts, including:
- Dr. Vijay Bade
- Dr. Vijay Warad
- Dr. Vishal Parmar
- Topics were practical, clinically relevant, and aligned with pediatric needs
- A dedicated microsite was developed for centralized and easy access to all videos
Execution Details
- The campaign followed a weekly release schedule, ensuring consistent visibility
- One video was launched at regular intervals to maintain engagement momentum
- Distribution was executed across multiple channels, including:
- Hidoc Dr. app and website
- Email campaigns
- WhatsApp and SMS notifications
- Programmatic and roadblock ads
- Free placements in pediatric journals
- Campaign performance was continuously monitored to maintain alignment with key metrics
- Journal placements enhanced credibility and expanded organic reach
Result
- Total Reach: 31,339 pediatric doctors
- Total Impressions: 3,94,664
- Total Clicks: 30,113
- Average CTR: 8%
The campaign demonstrated strong engagement and high relevance among the target audience.
Key Insight
- Short-format CME videos significantly improve engagement levels
- Consistent weekly releases help drive repeat interactions
- Omnichannel distribution increases both reach and recall
- Expert-led content builds trust within the medical community
- Digital CME formats effectively complement traditional learning methods
Conclusion
The campaign successfully delivered on its objectives by combining high-quality CME content with a structured and consistent distribution strategy. With over 31,000 pediatricians reached and strong engagement metrics, the initiative highlighted the effectiveness of short, expert-led video content in digital medical education. It also reinforced the brand’s position as a trusted partner in CME, setting a strong foundation for future campaigns.