Nationwide Vaccine Awareness & Engagement Campaign
Background
A comprehensive outreach initiative was launched to elevate awareness and engagement for multiple vaccine offerings covering pediatric, influenza, meningococcal, and hepatitis vaccinations among healthcare professionals (HCPs) across specialties such as pediatrics, general practice, and pulmonology. The engagement campaign, spanning from FY 2021 to April 2024, leveraged Hidoc’s custom-built digital solutions to connect HCPs with both educational content and vaccine ordering capabilities.
Objectives
- Enhance awareness and recall for a diverse portfolio of vaccines.
- Engage HCPs across key specialties through informative, easy-to-access content.
- Enable seamless order placement for vaccines via a Hidoc-developed custom microsite.
- Support follow-up and fulfillment to ensure successful delivery to practitioners.
Strategy & Execution
- Custom Microsite Development by Hidoc: Designed and deployed a secure, brand-specific vaccine ordering microsite featuring detailed product information, ordering workflows, and real-time order tracking.
- Digital Touchpoints: Delivered content and outreach across multiple channels - web portal, mobile app, email, SMS, WhatsApp and supported with outbound tele-calling.
- Order Facilitation: Integrated pop-up nudges and reminder messages for incomplete carts; coordinated with distributors to ensure delivery.
- Follow-Up Communications: Conducted post-delivery feedback calls and monthly repeat outreach to ordering HCPs.
Results
| Metrics | ||||||
|---|---|---|---|---|---|---|
| Unique HCP Reach | Impressions | Clicks | CTR | Add-to-Cart Actions | Conversion: Add to Cart → Orders | Conversion: Orders → Successful Delivery |
| 162,198 professionals | 12,152,586 | 1,157,631 | 10% | 18,458 | 9% (1,704 orders) | 14% (239 deliveries) |
Key Takeaways
- Custom-Built Solution Impact: The microsite developed by Hidoc provided a seamless, branded experience that combined education and ordering contributing to high engagement and conversions.
- Strong Engagement: A 10% CTR reflects effective messaging and channel alignment across the target audience.
- Conversion Efficiency: Nearly 1 in 10 ‘add-to-cart’ actions resulted in an order, and 14% of those orders were successfully delivered.
- Multi-Touch Frequency Works: Regular engagement 1–2 times per month ensured continued top-of-mind presence.
Conclusion
By leveraging Hidoc’s expertise in custom microsite development, this campaign successfully merged education with e-commerce functionality for healthcare professionals. The integrated strategy of omnichannel outreach, personalized microsite experiences, and proactive follow-up generated measurable results in both engagement and vaccine order fulfillment.