Omnichannel Awareness & Lead Generation Campaign
Background
An awareness campaign was launched to increase comprehension of a targeted vaccine among healthcare professionals (HCPs) across multiple specialties including rheumatologists, hematologists, dermatologists, consulting physicians, general practitioners, diabetologists, and endocrinologists; who work with at-risk adults over age 50. The initiative aimed to educate HCPs on disease prevention and foster actionable leads for follow-up.
Objectives
- Measure baseline awareness via a pre-campaign survey.
- Build awareness of the vaccine's efficacy and preventive benefits.
- Engage HCPs through educational content.
- Capture and validate leads for proactive outreach.
Strategy & Execution
- Brand Awareness Baseline: Deployed a pre-survey among HCPs to assess recall and tailor messaging effectively.
- Custom Microsite Development by Hidoc: Designed and launched a bespoke landing page equipped with lead-capture functionality to streamline information collection.
- Omnichannel Outreach: Reached HCPs via multiple touchpoints including web portal, mobile app, email, SMS, WhatsApp, and tele-calling for maximal engagement across India.
- Lead Verification Workflow: Hidoc captured lead details via the microsite form and conducted tele-verification. Validated leads were then forwarded to the client for conversion.
Results
| Metrics | |||||
|---|---|---|---|---|---|
| Unique HCP Reach | Impressions | Clicks | CTR | Qualified Leads Generated | |
| 206,204 | 2,451,283 | 195,640 | 8% | 707 | |
Key Insights
- The 8% CTR is significantly above industry norms, indicating strong message resonance with HCPs.
- Monthly touchpoints (1–2 engagements per month) helped sustain awareness and engagement.
- Hidoc’s custom microsite delivered seamless lead capture and distribution, ensuring that only high-quality, genuine leads were passed on.
- The pre-survey enabled precise targeting and strengthened campaign messaging relevance based on real awareness data.
Conclusion
This campaign effectively combined educational outreach with digital lead generation across multiple channels. Hidoc’s development of a custom microsite, paired with structured lead verification, empowered the campaign to convert awareness into action resulting in over 700 qualified HCP leads and substantial digital engagement throughout a six-month period.