Overview
Antimicrobial resistance (AMR) is a growing healthcare challenge in which microorganisms can become resistant to medicines, making infections harder to treat and increasing the risk of disease spread and severe illness. Raising awareness among healthcare professionals is an important step toward promoting responsible antimicrobial use and antimicrobial stewardship.
The campaign was designed to increase awareness and engagement among healthcare professionals around antimicrobial resistance, with a focus on specialties including Critical Care, Urology, Nephrology, Microbiology, Oncology, Gastroenterology, Pulmonology, Infectious Disease, General Medicine, Diabetes, Endocrinology, Dermatology, OBG/IVF, Dental, Surgery, and Anesthesia.
The initiative aimed to drive HCP participation through an online video pledge, supported by digital content, surveys, microsite and landing-page journeys, and direct engagement.
Campaign Approach
The campaign adopted an omnichannel digital engagement strategy to maximize awareness, reach, and participation among healthcare professionals across India.
Multiple communication channels were utilized, including:
- Healthcare professional applications
- Websites
- Text messages
- KOL-led doctor videos
- Digital banners
- Roadblock placements
- Tele-calling
Weekly content promotions were aligned with relevant healthcare awareness events, including World Sepsis Day and Antifungal Awareness Week, helping maintain campaign visibility around important healthcare conversations.
The campaign also used pre- and post-surveys to gather HCP insights and direct users toward dedicated microsites or landing pages.
Regular engagement with healthcare professionals was maintained throughout the campaign, with HCPs engaged approximately 7 times per month.
Methodology
The campaign followed a structured approach combining digital awareness, educational content, HCP outreach, and active participation.
Content was promoted weekly across the healthcare professional app, web platforms, email, text messages, and WhatsApp. Communication was planned around relevant awareness weeks to create timely opportunities for HCP engagement.
General campaign banners were supported by doctor-led KOL videos and dedicated awareness-week content. The campaign also incorporated tele-calling to engage healthcare professionals and explain the video pledge activity.
A roadblock placement on the app was implemented to increase advertisement visibility by threefold, creating an additional high-visibility touchpoint for the campaign.
The campaign ran for approximately four months and two weeks, combining consistent digital promotion with direct HCP engagement to encourage participation in the pledge initiative.
This integrated methodology brought together omnichannel communication, awareness content, KOL videos, surveys, tele-calling, and high-visibility digital placements to create a comprehensive HCP engagement journey.
Result
The campaign generated significant reach and engagement among healthcare professionals across the targeted specialties.
The campaign achieved:
- Reach: 1,55,733 healthcare professionals
- Impressions: 21,49,121
- Interactions/Clicks: 3,01,903
- CTR: 14%
- Video Pledges: 12,686
More than 1.55 lakh healthcare professionals were reached during the campaign period, generating over 21 lakh impressions and 3 lakh interactions. The campaign achieved a 14% CTR, indicating strong interaction with the campaign content.
A total of 12,686 video pledges were generated within just over four months, exceeding the initial objective of 12,000 pledges. The campaign subsequently received a world record recognition for the largest online video album of people reciting a pledge.
Conclusion
The campaign demonstrates how an omnichannel digital strategy can transform healthcare awareness into active HCP participation around an important public health issue.
By combining specialty-focused HCP targeting, weekly awareness content, KOL-led videos, multiple digital channels, tele-calling, surveys, and high-visibility placements, the campaign created repeated opportunities for healthcare professionals to engage with the AMR initiative and participate in the video pledge.
With 1,55,733 HCPs reached, 21,49,121 impressions, 3,01,903 interactions, a 14% CTR, and 12,686 video pledges, the campaign highlights the potential of coordinated digital healthcare engagement to build awareness and mobilize healthcare professionals around antimicrobial stewardship.