Swipe. Click. Prescribe. The Digital Rebirth of a Pharma Pioneer

Introduction

In an era where digital transformation is no longer optional, legacy pharmaceutical brands are increasingly investing in integrated marketing to stay relevant. This case study explores the strategic revamp of a well-established cardiovascular product-repositioning it through a digital-first approach. The focus is on aligning traditional legacy with modern channels to drive reach, recall, and engagement among healthcare professionals (HCPs).

Campaign Objectives

Objective Category	Description
Awareness	Revive interest in a legacy cardiovascular product through digital channels.
Recall	Improve Top of Mind Recall (TOMR) among prescribers.
Differentiation	Establish unique positioning using scientific storytelling.
Engagement	Increase HCP engagement through interactive formats.

Strategic Approach

The campaign was built around three pillars:

Content-Led Strategy: Focused on the evolution of clinical guidelines, efficacy evidence, and positioning through infographics, eCMEs, and short-form scientific reels.
Multi-Platform Execution: Leveraged mobile apps, web platforms, WhatsApp, and emailers to ensure omnichannel presence.
KOL Advocacy: Included webinars to increase credibility and resonance.

Tactical Rollout

Channel-Wise Execution

Channel	Tactics Used	Frequency	Contribution to Clicks
App	In-app banners, notifications, microsite	9 phases	High
Web	Display banners, landing pages	9 phases	Moderate
WhatsApp	HCP messaging with GIFs, PDFs	9 phases	High
Email	Sequential emailers with clinical content	9 phases	Moderate
SMS	Short CTAs for driving clicks	9 phases	Supporting

Creative Strategy

The creatives reflected a balance between scientific credibility and simplicity. They were designed around three formats:

Scientific Nuggets – Bite-sized clinical facts for quick consumption.
Carousel Infographics – For deep-dive content delivery.
Animated GIFs – For boosting engagement on WhatsApp and in-app.

Performance Metrics

Duration	Reach	Impressions	Clicks	CTR
Jan 10th – June 26th, 2025	36,629	21,01,089	94,602	5%

Engagement Analysis

Phase	Click-Through Rate (CTR)	Unique Opens	Engagement Trend
1	5.4%	Moderate	Baseline
2	5.9%	Moderate	+0.5%
3	6.1%	Moderate	+0.2%
4	6.0%	Moderate	Stable
5	6.2%	High	Upward Trend
6	5.8%	Moderate	Slight Dip
7	6.0%	High	Recovery
8	6.3%	High	Peak Performance
9	6.4%	High	Consistent Growth

Key Success Factors

Consistent Phasing: Phased execution over 9 rounds enabled learning and tweaking.
Channel Mix: High CTR from WhatsApp and App demonstrated the importance of mobile-first strategy.
Content Personalization: Customization for HCP specialties improved open and click rates.

Challenges and Mitigations

Challenge	Mitigation Strategy
Fatigue from legacy messaging	Revamped visual identity and refreshed claims
Channel Overlap	Applied targeting rules to avoid spamming
Low SMS engagement	Used as supportive reminder, not primary CTA

Outcomes and Learnings

The digital-first pivot successfully reinvigorated a legacy molecule among HCPs.
Leveraging a combination of scientific education and emotional recall led to higher engagement.
Channel synergy and consistent storytelling proved critical in maintaining HCP interest.

Conclusion

This case study underscores how thoughtful content strategy, modern digital tools, and consistent messaging can rejuvenate even long-standing pharmaceutical brands.