Background
An integrated awareness campaign was launched to educate healthcare professionals (HCPs) about the growing burden of Herpes Zoster (Shingles) in older adults and the importance of preventive vaccination. The campaign aimed to improve scientific awareness among specialists while simultaneously generating qualified leads for future medical engagement and follow-up activities.
Objectives
- Increase awareness and understanding of Herpes Zoster prevention among targeted HCPs.
- Improve engagement rates through coordinated multichannel outreach.
- Generate high-intent leads for further interaction by the medical affairs team.
- Assess specialist perception regarding vaccine efficacy and adult immunization practices.
Strategy
The campaign was initiated with a structured awareness survey to understand current perceptions, knowledge gaps, and prescribing attitudes among healthcare professionals. Based on these insights, communication messaging was optimized to better address physician concerns and informational needs.
A comprehensive omnichannel engagement model was implemented, leveraging:
- Medical apps
- Email campaigns
- SMS outreach
- WhatsApp communication
- Website banners
- Telecalling support
To support deeper engagement, a dedicated informational microsite was created featuring:
- Disease burden insights
- Prevention guidelines
- Vaccine-related scientific content
- Expert educational resources
- Lead capture form for interested HCPs
All submitted responses underwent tele-verification to validate authenticity, confirm interest levels, and improve lead quality before handover to the medical team.
Results
- Total Reach: ~210,000 HCPs
- Total Impressions: ~2.6 million across channels
- Total Clicks: ~201,000
- Average CTR: ~7.9%
- Verified Leads: 720+ validated through telecalling
- Survey Finding: Nearly 72% of participating HCPs acknowledged the importance of preventive vaccination in adults aged 50 years and above with a prior history of chickenpox.
Key Insights
- Early-stage survey analysis helped tailor communication and improve campaign relevance among specialists.
- The omnichannel approach significantly enhanced campaign visibility and engagement across multiple specialties.
- Tele-verification improved lead quality by filtering non-genuine responses and identifying interested HCPs.
- Educational messaging focused on disease prevention, complications, and vaccine effectiveness generated stronger engagement.
- Consistent follow-up across digital and telecalling touchpoints contributed to improved conversion and retention rates among leads.
