Campaign for an Analgesic Medication Targeted at General Physicians
Background
An innovative digital outreach initiative was undertaken to increase awareness, engagement, and retention of an analgesic medication used for managing conditions like osteoarthritis and rheumatoid arthritis. The campaign targeted general physicians across India over a three-month period (May to August 2024), leveraging multiple digital channels to deliver educational and promotional content.
Objectives
- Build recognition and recall for the analgesic among general practitioners.
- Enable multi-format content delivery to maintain audience interest.
- Foster meaningful engagement through educational materials.
Strategy & Execution
- Omnichannel Approach: Deployed across diverse digital platforms including a doctors’ mobile app, website, email, SMS, and WhatsApp to maximize visibility.
- Content Formats: Included banner ads, articles, videos, quizzes, and infographics.
- Campaign Cadence: Each week featured a new content format, themed to support both medical education and brand recollection.
Results
- Reach: 151,938 physicians
- Impressions: 1,827,170
- Clicks: 243,078
- Click-Through Rate (CTR): Approximately 13%
Top Geographical Performance:
- Tamil Nadu: 22% of total reach
- Uttar Pradesh: 16%
- Karnataka: 15%
Key Takeaways
- High Engagement: The campaign generated strong physician interaction, as evidenced by the substantial click volume.
- Regional Insights: Engagement was particularly strong in specific states, offering potential strategic focus areas for future outreach.
- Effective Design: Weekly format-switching helped keep the content fresh and engaging throughout the campaign.
Conclusion
This targeted digital outreach campaign successfully delivered high-impact awareness and engagement results for the analgesic medication. The structured, multi-format strategy fostered meaningful educational interactions and laid a solid foundation for future physician outreach efforts.