Multichannel Outreach Campaign for an Antihistamine & Leukotriene Combination Therapy
Background
A leading pharmaceutical product combining an antihistamine and a leukotriene modifier aimed to establish itself as the top choice in allergy and respiratory care. The campaign’s goal was to effectively reach and engage a wide range of healthcare professionals including general practitioners, consulting physicians, pulmonologists, and ENT specialists to drive both awareness and preference.
Objectives
- Position the therapy as the innovative leader in its category with superior patient outcomes.
- Engage a broad spectrum of healthcare professionals (HCPs) through targeted content.
- Use engagement metrics across matched and unmatched segments to gauge impact.
- Generate qualified leads comprised of professionals genuinely interested in the therapy.
Strategy & Execution
- Omnichannel Launch: Rolled out across mobile apps, websites, emails, SMS, and tele-calling platforms for maximum visibility.
- Diverse Ad Formats: Included banners, scrolling banners, story ads, and email creatives to sustain attention.
- Interactive Feedback Loops: Implemented pre- and post-campaign surveys to collect insights, with targeted microsites and landing pages for deeper interaction.
Results
- Reach: 166,606 healthcare professionals engaged.
- Impressions: 2,884,308 total views across all channels.
- Clicks: 462,546 total clicks indicating high user engagement.
- Click-through Rate (CTR): 16%, reflecting strong resonance with campaign messaging.
- High-Quality Leads: 105 engaged HCPs identified as showing genuine interest in the therapy.
- Usage Trends: Preference for the therapy increased by 3.8% in targeted segments, and 1.7% in broader segments, signaling growing adoption.
Key Insights
- The integrated, multichannel approach significantly broadened campaign visibility.
- Interactive content and regular touchpoints (1–2 engagements per month) helped retain attention and deepen engagement.
- The high CTR and quality of leads validated the campaign’s messaging and audience alignment.
- Positive shifts in usage statistics highlighted the campaign’s impact on prescribing preferences.
Conclusion
This campaign demonstrated that a well-planned, omnichannel digital outreach, supported by interactive content and thoughtful targeting, can produce meaningful engagement, drive brand recall, and influence prescribing behavior without relying on overt brand identifiers.