Overview
Hereditary Angioedema (HAE) is a rare, potentially life-threatening genetic disorder that can be challenging to recognize because of limited awareness and diagnostic facilities. The condition is characterized by recurring episodes of swelling that can affect different parts of the body, including the skin, larynx, and gastrointestinal tract.
The campaign was designed to improve awareness and engagement among healthcare professionals around HAE, with a particular focus on Pediatrics, Emergency Medicine, Dermatology, and Rheumatology across India.
The initiative aimed to drive engagement with a dedicated educational website, generate leads, and support professional learning through webinars. The campaign set objectives of approximately 23,185 engagements, 200 leads, and 463,698 impressions across campaign activities.
Campaign Approach
The campaign adopted an omnichannel digital engagement strategy to maximize awareness, reach, and traffic to the dedicated HAE website.
Multiple communication channels were utilized, including:
- Healthcare professional applications
- Websites
- SMS
- Webinars
- Tele-calling
- Digital banners
- Scrollers
- Stories
The campaign combined awareness-focused digital communication with educational webinars to provide healthcare professionals with multiple opportunities to interact with HAE-related content.
Regular HCP engagement was maintained at approximately 1–2 interactions per month, supporting continued visibility throughout the campaign.
Methodology
The campaign followed a structured approach combining digital outreach, educational activities, and direct HCP engagement.
Content was distributed across multiple digital touchpoints to reach the identified healthcare professional segments. Advertisements were strategically placed in formats such as banners, scrollers, stories, and emails to expand visibility and direct HCPs toward the dedicated website.
Two webinars were planned as key educational components. Pre-marketing activities were designed to drive registrations, while post-marketing activities aimed to extend the reach of the webinar content through additional views.
The campaign also incorporated tele-calling to support direct HCP engagement and strengthen communication around the awareness initiative.
This integrated methodology brought together digital awareness, educational content, webinars, and assisted engagement to create a comprehensive HCP outreach journey.
Result
Between March and April 2024, the campaign generated meaningful reach and engagement among healthcare professionals across multiple platforms.
The campaign achieved:
- Reach: 15,178 healthcare professionals
- Impressions: 18,128
- Interactions/Clicks: 1,302
- CTR: 7%
More than 15,000 healthcare professionals were reached during the campaign period, generating over 18,000 impressions. The campaign also recorded 1,302 interactions, demonstrating meaningful audience engagement with the content.
The 7% CTR further indicated that the campaign content successfully encouraged healthcare professionals to interact with the information and explore the associated resources.
Conclusion
The campaign demonstrates how an omnichannel digital strategy can help address awareness gaps surrounding rare and underrecognized diseases.
By combining specialty-focused HCP targeting with digital advertising, educational webinars, multiple communication channels, and tele-calling, the campaign created repeated opportunities for healthcare professionals to access and engage with information about HAE.
With 15,178 HCPs reached, 18,128 impressions, 1,302 interactions, and a 7% CTR, the campaign highlights the potential of targeted digital healthcare engagement to improve disease awareness and encourage meaningful interaction among healthcare professionals.
