Overview
A well-established proton pump inhibitor (PPI), widely prescribed for the management of gastroesophageal reflux disease (GERD), gastritis, and peptic ulcer disease, launched a digital engagement campaign aimed at strengthening product awareness and recall among healthcare professionals (HCPs). The objective of the campaign was to highlight the product’s rapid acid suppression, sustained relief, and strong safety profile, supporting physicians in delivering effective treatment for patients suffering from acid-related disorders.
With the increasing reliance of doctors on digital platforms for clinical updates and medical information, the campaign focused on reaching physicians through targeted digital communication. By utilizing Hidoc’s dedicated medical learning platform, the initiative aimed to improve visibility among doctors while reinforcing evidence-based treatment messaging.
Methodology
The campaign was conducted over a 3-month period using Hidoc’s proprietary digital platform designed for medical education and professional engagement. The campaign targeted doctors across India from multiple specialties who frequently manage gastrointestinal disorders.
Format:
Weekly digital banner creatives were deployed, each highlighting key clinical benefits of the PPI brand. The banners were designed to be informative and concise, focusing on important product attributes and treatment outcomes.
Channels:
The campaign was executed exclusively through the Hidoc Mobile App and Web Platform, ensuring direct engagement with verified healthcare professionals.
Messaging:
The campaign messaging focused on:
- Effective and sustained acid suppression
- Rapid symptom relief in GERD and gastritis
- Improved patient adherence through convenient dosing
- Evidence-based clinical outcomes supported by research
Tracking Metrics:
Campaign performance was measured using key digital engagement indicators including reach, impressions, clicks, and click-through rate (CTR).
Results
| Metric | Performance |
|---|---|
| Reach | Over 135,000 doctors across India, including General Physicians, Gastroenterologists, Consulting Physicians, and Internal Medicine Specialists |
| Impressions | 2.48 million total impressions recorded during the campaign |
| Clicks | 112,000+ clicks generated from healthcare professionals |
| Average CTR | 4.5% average click-through rate |
| Peak CTR | 5.7% in the final weeks of the campaign |
Geographical Performance
| State | Share of Impressions |
|---|---|
| Karnataka | 22% |
| Gujarat | 18% |
| West Bengal | 15% |
Key Highlights
- The campaign achieved strong engagement among physicians managing gastrointestinal disorders across multiple specialties.
- Digital banners generated consistent visibility and interactions throughout the campaign duration.
- High engagement levels were observed in states with significant prescribing volumes for acid-related treatments.
- The campaign demonstrated steady week-on-week engagement growth, with peak interaction levels recorded during the final phase.
- Targeted messaging helped reinforce clinical confidence in the product among healthcare professionals.
Conclusion
The digital campaign successfully strengthened awareness and engagement for the PPI brand among doctors across India. By leveraging Hidoc’s targeted medical platform, the initiative reached 135,000+ healthcare professionals, generated 2.4 million impressions, and drove over 112,000 interactions.
The results highlight the growing effectiveness of data-driven digital engagement strategies in reaching doctors and delivering clinically relevant information. Such structured campaigns can play a crucial role in supporting informed prescribing decisions while enhancing the visibility of pharmaceutical brands within the healthcare community.