Nationwide Webinar Campaign to Boost Medical Awareness
Background
A series of educational webinars was developed to enhance awareness, recall, and visibility among a wide spectrum of healthcare professionals, including endocrinologists, diabetologists, consulting physicians, critical care specialists, and surgeons, across the country. The primary objective was to drive robust participation throughout the entire webinar series and ensure professionals remained actively engaged from one session to the next.
Objectives
- Elevate awareness and recall of the medical topic across a pan-India doctor audience.
- Sustain participant attendance consistently through the entire series of webinars.
- Strengthen trust and familiarity among healthcare professionals via structured follow-up and certification.
Strategy & Execution
- Three-Month Campaign Roadmap: Designed and executed an extensive omnichannel strategy including a mobile learning app, website, email, and SMS outreach to drive webinar registrations and attendance.
- Webinar Workflow:
- Launched promotional creatives and registration forms across channels.
- Implemented reminders (1 day and 1 hour before each session), followed by thank- you messages, feedback surveys, and participation certificates post-webinar.
- KOL Strategy: Identified and selected influential medical professionals (over 200 screened), then finalized key thought leaders based on publication records, professional contributions, geographic coverage, and activity in clinical trials.
Results
| Metrics | |||||
|---|---|---|---|---|---|
| Total Reach | Impressions | Total Clicks | Click-Through Rate (CTR) | Unique Attendees | |
| 123,156 HCPs | 60,903 | 10,285 | 16% (vs. typical 5–6%) | ~2,200 | |
Impact Highlights:
- Exceptional Engagement: A CTR of 16% well above industry norms indicated strong resonance and high curiosity among the professional audience.
- Sustained Participation: Over 2,200 unique professionals attended the webinar series, with engagement bolstered through meaningful follow-up and certification.
- Brand Momentum: The campaign generated widespread visibility, reinforced trust, and bolstered share-of-voice among competitors.
Key Insights
- Omnichannel Strategy Works: Seamless integration across app, web, email, and SMS successfully attracted and retained professional attendees.
- Thoughtful Follow-Up: Timely reminders, post-event feedback, and certificates kept doctors engaged and likely to participate in subsequent sessions.
- KOL Expertise Matters: A strategic selection of presenters via data-backed profiling and scoring enhanced the campaign’s credibility and appeal.
Conclusion
This webinar series exemplifies how a well-orchestrated outreach strategy leveraging digital channels, expert-led content delivery, and structured engagement mechanics can drive high awareness, meaningful engagement, and trust among healthcare professionals.