Background
A strategic campaign was executed to raise awareness about Herpes Zoster (Shingles) and highlight the importance of vaccination among adults aged 50 and above, while simultaneously identifying and capturing high-intent healthcare professionals (HCPs) for future engagement and follow-up.
Campaign Objectives
- Strengthen awareness and recall of the vaccine among HCPs
- Drive meaningful engagement across multiple digital touchpoints
- Generate and validate high-quality leads for medical outreach
- Leverage insights to refine and optimize communication strategies
Strategic Framework
The campaign began with an insight-led approach through a pre-engagement survey to assess existing awareness levels, enabling tailored messaging that addressed knowledge gaps. This was followed by a comprehensive omni-channel outreach strategy including website and in-app placements, email campaigns, SMS, WhatsApp communication, and telecalling support to ensure consistent visibility and repeated engagement. A dedicated landing page served as a centralized hub for detailed vaccine information and lead capture through a structured form. To ensure lead quality, a tele-verification process was implemented where shortlisted HCPs were contacted to confirm genuine interest, thereby improving the reliability and effectiveness of the generated leads.
Campaign Performance Metrics
| Metric | Outcome |
|---|---|
| Reach | ~206,200 HCPs |
| Total Impressions | ~2.45 million |
| Total Clicks | ~195,640 |
| Click-Through Rate (CTR) | ~8% |
| Verified Leads | 707 |
| Key Survey Insight | 71.8% HCPs acknowledged vaccine effectiveness in adults 50+ |
Key Learnings
- Pre-campaign surveys significantly enhance message relevance and effectiveness
- Omni-channel engagement drives stronger visibility and interaction
- Tele-verification is critical for ensuring high-quality, actionable leads
- Educational messaging around efficacy and prevention resonates strongly with specialists
Conclusion
The campaign successfully bridged awareness and action by combining data-driven insights, targeted outreach, and robust lead validation, demonstrating how structured digital strategies can effectively influence HCP engagement while delivering high-quality outcomes for future medical communication.
