Overview
Rare diseases often present significant challenges in diagnosis because their symptoms can resemble those of more common conditions. Hunter syndrome, also known as Mucopolysaccharidosis II (MPS II), is a chronic, progressive metabolic disorder associated with a deficiency of the lysosomal enzyme iduronate-2-sulfatase. The condition is multisystemic, making awareness among healthcare professionals particularly important for timely recognition and appropriate management.
The campaign was designed to increase awareness and engagement among healthcare professionals across India, with a particular focus on Pediatrics, ENT, and Genetics. It aimed to drive healthcare professionals to a dedicated educational website, generate qualified leads, and encourage participation in educational webinars.
The campaign also planned to build awareness through educational content while creating opportunities for HCPs to engage with disease-related information and resources.
Campaign Approach
The campaign adopted an omnichannel digital engagement strategy to maximize visibility and reach among the targeted healthcare professionals.
The approach incorporated multiple touchpoints, including:
- Mobile applications
- Websites
- SMS
- Webinars
- Tele-calling
- Digital banners
- Scrollers
- Stories
These formats were used to drive traffic toward the dedicated website while maintaining consistent communication with the target HCP audience.
Educational webinars were also incorporated into the campaign to provide an additional avenue for professional learning and engagement. The broader strategy was designed to build awareness during the campaign period while communicating relevant information to healthcare professionals.
Methodology
The campaign followed a multi-stage engagement methodology combining digital promotion, educational activities, and direct HCP outreach.
Healthcare professionals were engaged through digital content distributed across app, web, email, SMS, and other communication channels. The campaign maintained an engagement frequency of approximately 1–2 times per month, providing repeated exposure to the educational messaging.
Webinars were planned as a key educational component, supported by pre-event promotion to drive registrations and post-event promotion to extend content visibility. Tele-calling was incorporated to support direct engagement with healthcare professionals.
The campaign also included dedicated website traffic initiatives and lead-generation objectives, creating a measurable pathway from awareness and content exposure to deeper engagement.
Result
Between March and April 2024, the campaign reached a substantial audience of healthcare professionals across its targeted specialties.
The campaign achieved:
- Reach: 23,371 healthcare professionals
- Impressions: 24,562
- Clicks/Interactions: 1,333
- CTR: 5%
The campaign recorded more than 23,000 HCPs reached, demonstrating broad visibility among the intended professional audience. The 1,333 interactions further indicated active engagement with the campaign content.
Prior to the campaign launch, an event promotion for the Indian Society of Inborn Errors of Metabolism generated an additional 46,013 reach, 46,052 impressions, and 1,676 clicks, providing an opportunity to build awareness among a relevant healthcare professional audience.
Overall, the campaign demonstrated the ability of targeted digital outreach to generate awareness and measurable HCP interaction around a rare and complex metabolic disorder.
Conclusion
The campaign highlights the importance of focused healthcare professional engagement when addressing rare diseases where awareness and recognition can be challenging.
By combining specialty-specific targeting with multiple digital channels, educational webinars, direct outreach, and consistent content promotion, the campaign created several opportunities for healthcare professionals to access relevant disease information and engage with educational resources.
The results—23,371 HCPs reached, 24,562 impressions, and 1,333 interactions—demonstrate how an omnichannel digital strategy can support awareness-building around rare diseases and encourage meaningful engagement among healthcare professionals.